A new report on the value of tourism for the Forest of Dean (FoD) underlines the sector's huge economic clout – and coincides with a fresh award for the region which places it as joint second in a new UK list of "hidden gems".

Paul Williamson, marketing director of not-for-profit Forest of Dean and Wye Valley Tourism, has revealed the latest figures on the strength of the FoD in a report shared with the Forest Economic Parnership – and the data includes several knockout statistics.

Mr Williamson said: "Tourism isn't just about ticking off attractions or booking a weekend away - it's a vital thread in the Forest of Dean and Wye Valley's economic and community fabric. From the buzz of bustling cafés and local markets to the relaxing birdsong on a walk in the forest, the visitor economy here doesn't just support holidays, it sustains livelihoods, shapes local identity, and showcases what makes this region unlike anywhere else in the UK."

Looking at 2023, tourism here brought more than £407m into the local economy, he said, "a staggering figure that reflects both the Forest's growing popularity and the richness of experiences on offer."

Additionally, more than 5.8m visits were recorded, translating into a spend of more than £217m on day trips alone.

He added: "From thrill seeking activities to beautiful places to say and relaxation in the peaceful landscape, it's clear that what we offer here resonates deeply with visitors."

The findings were not simply feel-good news: "it translates into real jobs, with nearly 7,000 people (5,000+ FTEs) supported by tourism activity. That's around 6% of total employment in the Forest of Dean alone - an essential pillar of our rural economy."

Determining the key reasons for the FoD and Wye Valley's tourism success comes down to breadth of choice, he added.

"There's so much to do! From iconic film locations like Puzzlewood to hands-on family adventures, wild swimming spots, dark sky stargazing, UK leading cycling trails, and beautiful village pubs, this is a place that welcomes all ages and interests.

"You can hike in the morning, kayak by lunch, visit a vineyard by afternoon, and watch bats in ancient woodland by nightfall. Few places in Britain offer this blend of natural wonder, heritage, food and drink, and local warmth in one visit."

With more than half of all tourist revenue coming from day visitors, accessibility was also key, the report found.

As a destination management organisation, Forest of Dean and Wye Valley Tourism plays a dual role in inspiring visitors and championing businesses that make the experience memorable. With tourism being a shared endeavour, every pub lunch, B&B stay or gift shop purchase feeds into a bigger story, one of sustainable rural development, community pride, and future growth, the organisation says.

This latest snapshot of the FoD's tourism health coincides with another shot in the region's arm from national outdoor and activity brand Millets, which has ranked the region at joint second place in the search for UK hidden gems. The brand, which is owned by JD Sports, collated ratings and travel articicles including review data from TripAdvisor.

The FoD emerged joint second alongside Porth Joke in Cornwall, both earning 4.8 out of 5 and close on Northumberland's Embleton Bay which achieved an aggregate score of 4.9.

 Sam Chadwick, spokesperson for Millets said: "In recent years, more people have discovered the benefits of spending time outdoors... We have compiled a list of England's best hidden gems, for those who want to avoid the crowds whilst enjoying the outdoors."