Hastings Castle World Heritage Destination

Arts, Culture & Heritage

Project Justification

The Hastings Town Investment Plan (2021) proposed an ambitious strategic target of 250,000 annual visitors to a redeveloped café and Hastings Castle site. This figure was linked to the project’s original funding package of £5.65 million, which included £3.5 million from the Town Deal and an anticipated £2.15 million in matched funding.

Due to changes in the project, the total budget has been reduced to £3 million. Following our delivery partner - Troika Projects' - appointment, which you can read more about below, the original visitor projections have been revised to reflect a more evidence-based target, aligned with the reduced scope and a new business model.

The West Hill Lift and Smugglers Adventure both currently attract around 100,000 visitors annually, yet far fewer make it to the castle, highlighting a mismatch. In 2024, the castle welcomed around 20,000 visitors, with pre-COVID numbers closer to 35,000. Troika Projects’ revised model, which takes into account the revised scope and existing market conditions, aims to close this gap, projecting 40,000 castle visitors in the first year of reopening, rising to 47,000 by year three. The café is expected to draw approximately 60,000 visitors in year one, increasing to 70,000 by year three.

Tourism is already a very important part of the town and wider sub-regional economy accounting for c. 22% of the jobs in the town. Calculations of expected visitor numbers show the potential to boost Hastings and the south coast visitor economy:

• Bringing a significant local asset and its story to life

• Making full use of our history and cultural assets

• Creating new opportunities for communities to engage, participate, learn and influence the development of the castle

• Need to address access for all

• Capitalising on historical significance to enhance the visitor offer

• Fostering a sense of ownership and connection by the community

Project Description 

This is our flagship, signature project for the whole Hastings Town Investment Plan. The project that will capture the imagination, and the project that can drive a step change in the performance of the south coast’s visitor economy.

Hastings Castle stands above the town on the site from which Duke William of Normandy launched his 1066 invasion. His legacy has left a permanent mark on our culture and art, politics, language and law all laying the foundations from which modern British society has been built. This legacy has grown around the legend of William, however, in Hastings, his story is not well told.

Hastings Castle stands as a neglected, inaccessible ruin. Executed well, a modern interpretative attraction will provide the inspiration to bring Hastings’ visitor offer together. Combined with existing facilities and the new town centre projects it will create a ‘critical mass’ of visitor attractions in the town.

❝ The Castle has historical significance but there is very little to see and it takes about ten minutes to walk around.

— Trip Advisor Review

❝ It currently offers a poor visitor experience...with investment, Hastings Castle could become a visitor attraction of national and international significance, benefitting Hastings, 1066 Country, and the wider south east.

— Stewart Drew, Chair of
Visit 1066 County marketing