Great Yarmouth is a vibrant coastal town in Norfolk. Its Victorian seafront, circus heritage and thriving creative scene tell a story of resilience and character. But behind the charm lies a challenge: productivity has been falling behind for over a decade. While hospitality and tourism provide jobs, they often come with low wages and limited progression. Meanwhile, high-skill sectors like offshore energy are booming nearby and there’s real potential to extend the associated social and economic opportunity to residents.
The Great Yarmouth study for the Investment in Productive Places Campaign reveals that, while the town has strong community networks and natural assets (the stunning coastline and access to the Norfolk Broads), it has acknowledged challenges with high deprivation, lower skills in the population and weaker financial resilience.
But the town holds significant opportunity. With the southern North Sea hosting the world’s largest concentration of offshore wind farms, Great Yarmouth is establishing itself as a hub for clean energy and advanced manufacturing. To seize this moment, the town needs a joined-up strategy: more housing choice and active placemaking to attract talent; integrated training pathways for local people; and investment in digital infrastructure to support businesses.
By fully integrating cultural heritage and natural beauty into regeneration plans, Great Yarmouth can tell a new story: a vibrant coastal town that combines tradition with innovation. The Hippodrome and The Drill House can anchor a thriving cultural quarter and eco-tourism could flourish around the Broads, while a digital hub has the potential to help local entrepreneurs. With further collaboration across education, industry and governance, Great Yarmouth can turn its assets into engines of inclusive growth.
Authors Marianne Sensier, Kate Penney, Michael Francis, Abhi Sharma, Alfonso Silva Ruiz, Philip McCann