New Economic Impact Study Highlights £52 Million Annual Contribution from Salisbury’s Cultural Sector

A major new economic impact assessment has revealed the substantial contribution made by Salisbury’s leading cultural organisations to the city’s prosperity, with a combined annual impact of £52 million.

Commissioned as part of the delivery of Salisbury’s Cultural Strategy, the independent study by Counterculture examined the economic and social value generated by three of the city’s cultural institutions - Wiltshire Creative, Salisbury Cathedral and Salisbury Museum - alongside the wider role of Salisbury City Council.

Salisbury is widely recognised as a city of vibrant complexity, combining rich built heritage and natural landscapes with a progressive and community-driven cultural scene. This new research provides robust evidence that culture and creativity are central to the city’s economic vitality and future growth.

Key Findings

The report shows that Wiltshire Creative, Salisbury Cathedral and Salisbury Museum together:

• Supports nearly 700 jobs, including 280 directly employed staff and more than 400 additional roles across the wider economy. Notably, 58% of staff live in Salisbury, with 94% residing within a 45-minute commute.
• Attract almost 400,000 visits annually, with over 90% of visitors coming from outside the city, reinforcing Salisbury’s position as a major cultural destination.
• Generate significant local spending, with nearly £15 million spent annually by the organisations themselves. Around £3.8 million of this is spent within Salisbury, alongside wider regional and national supply chain benefits.
• Drive £17 million in secondary economic activity, through indirect and induced spending by staff and suppliers.
• Stimulate £27 million annually in the visitor economy, through off-site spending on accommodation, hospitality, retail and travel, in addition to £5.5 million spent on-site.
• Deliver a total net additional economic impact of £52 million per year, including £25 million within Salisbury itself.

Image: Spencer Mulholland

The study also highlights the enabling role of Salisbury City Council in supporting cultural engagement:

• Investing approximately £200,000 annually in events, including nine core programmes attracting over 40,000 attendees.
• Welcoming 32,000 visitors each year through the Salisbury Information Centre, representing at least 27 countries.
• Supporting access and inclusion through the Shopmobility scheme, assisting around 3,000 people per day.

Alongside its financial impact, Salisbury’s cultural sector also delivers significant social benefits. Audiences, participants, volunteers and visitors report improvements in health and wellbeing, enhanced skills and learning, strengthened local identity and a sense of belonging as a direct result of cultural engagement.

Rosa Corbishley, Executive Director of Wiltshire Creative, said: “Alongside the life-enhancing and joyful work we bring to our audiences and participants, it is heartening to also recognise the importance of culture to economic life of the Salisbury and region; with over £52m delivered in impact and over 700 jobs supported.”

The Very Revd Nicholas Papadopulos, DL, Dean of Salisbury, said: “We are very proud that in welcoming hundreds of thousands of worshippers, tourists, schoolchildren and eventgoers each year, the Cathedral makes a substantial contribution to the economic success of Salisbury.  Along with our cultural partners, we are delighted at the range and scale of cultural opportunities offered locally, and at the economic and social benefits that these deliver regionally and nationally.”

Image: Pamela Raith Photography

Adrian Green, Director of Salisbury Museum, said, “The economic impact assessment clearly demonstrates the significant contribution that culture makes to Salisbury, and shows that continued investment in our cultural institutions will help the city to flourish”

John Glen, MP for Salisbury, said, “Culture can play a vital role in towns and cities, delivering major economic impact and creating a strong sense of identity. I am delighted that the cultural organisations in the city are working together to capture and share this important news.”

Councillor Sam Charleston, Leader of Salisbury City Council, said, “We invest in culture in Salisbury because it drives a vibrant city centre, which has a positive benefit for our businesses as well as our communities.”

This assessment underscores the central role of culture in Salisbury’s continued development. By evidencing the economic and social returns of investment in the arts, the findings reinforce the ambitions set out in the Cultural Strategy and provide a strong foundation for future collaboration and capital growth.