The New Forest Show is one of the biggest events in the region, attracting around 85,000 visitors over three days. But behind the livestock, competitions and trade stands is a charity with annual income of more than £7 million.
The Show is run by the New Forest Agricultural Show Society, a registered charity whose work continues beyond the three-day event.
So just how big is the Show, and what does it contribute to the New Forest?
The wider numbers are substantial. New Forest District Council (NFDC) says tourism, hospitality, agriculture and forestry play “a key role” in the district’s £6.4 billion economy, while the New Forest National Park Authority estimates tourism alone contributes £72 million.
But how much of that economic activity can actually be attributed to the New Forest Show? Where does the Show’s money go, and what impact does three days on the Showground really have on the New Forest?
The Society in numbers
£7,345,003 - total income in the year to 31 October 2025
£6,470,347 - expenditure
£874,656 - surplus
67 employees
10 trustees
400 volunteers
The Show in numbers
85,000 visitors across the three show days
500+ traders
2,000+ horses and riders
100+ cattle classes
160+ sheep classes
50+ Horse of the Year Show qualifiers
Where does the money go?
The New Forest Agricultural Show Society says income generated by the Show is reinvested into its charitable work throughout the year.
According to Denis Dooley, Chief Executive Officer of the New Forest & Hampshire County Show, that includes school initiatives, Mini Forest projects, workshops and activities designed to connect young people with food, farming and the countryside.
One example took place in June, when more than 300 children from 11 primary and junior schools attended the Society’s Food, Farming & Forest Discovery Day at the Showground in Brockenhurst.
They also support young people entering the agricultural industry through the Sam Bailey Bursary, which provides financial support for students attending agricultural college.
The Society told New Forest Dispatch that “All income received through the Show is reinvested into the registered charity, the New Forest Agricultural Show Society to support its charitable remit.”
The latest accounts show a surplus of £874,656 for the year to 31 October 2025. The Society was asked for further information about its finances and charitable activities but had not responded by the time of publication.
What does the Show mean for local businesses?
The Society told us hotels and accommodation providers “often experience high occupancy” during Show week as well as restaurants, cafes and pubs benefitting from “increased customer numbers” from visitors staying locally.
Putting a figure to this is more difficult.
Careys Manor Hotel, one of the closest major hotels to the Showground, told New Forest Dispatch that it expected hotel occupancy between 59% and 72% across the show period, but could not determine whether guests were actually attending the Show.
During the show, we spoke to many exhibitors, many of which attend each year.
One told us, “It’s not cheap to set us all up with accommodation etc for the week nearby but it’s worth it for the busy footfall and to say that we are a part of such a big show.”
Another on the second day of the show told us, “It was actually quieter than usual on the stand yesterday, we made way less than usual and we’re in a good spot, we’re hoping for more business today!”
The Show as a platform
The New Forest and Hampshire County Show is not only a place for businesses to sell as organisations also use the three-day event to reach thousands of people in one place.
The New Forest Association (NFA), which used this year’s event to launch its new brand identity, said the event provided the right setting to introduce its new look and connect with people who care about the Forest.
Sarah Nield, Chair of the NFA, told New Forest Dispatch, “Launching at the New Forest Show feels right.”
For the NFA, the Show is also an important opportunity to reach people it might otherwise struggle to connect with.
“It is one of the most, if not the most, important events of the year for the Forest community”
Sarah Nield, Chair, New Forest Association
“It is our showcase to those that may not have heard of us or would like to understand more about the Forest and our work to protect and sustain it.”
Nield said the Show is “vital” for organisations to reach local residents, visitors and decision-makers all in one place.
“We do not have the resources of the larger charities to attend many events, so we concentrate on the New Forest Show.”
She said the event also gives the organisation an opportunity to reconnect with existing supporters and others that know of its part in protecting the New Forest for almost 160 years.
Nield described the Show as a significant event for the wider Forest community, beyond its visitor numbers.
“It is one of the most, if not the most, important events of the year for the Forest community,” she told us.
The New Forest Show is also used by public bodies to reach people face-to-face.
New Forest District Council (NFDC) described the Show as an important event for the district, saying it brings together businesses, residents and visitors while highlighting sectors including tourism, hospitality, agriculture and forestry.
The council said the event helps “raise the profile of the New Forest, support local businesses and encourage visitors to spend time in the area.”
For NFDC, the Show has also become an opportunity to communicate directly with residents about major changes and updates, for instance, local government reorganisation.
Cllr Jill Cleary, Leader of NFDC, told us, “Being part of the show, especially over the last few years, has been beneficial as we introduced the new waste collection service.
“This year will be just as important, as we will be sharing information about changes to local government structures, which are expected to start in 2028.”
The big one: the actual economic impact
The Show’s contribution to the local visitor economy has also received recognition.
In 2025, it received the ‘Award for Outstanding Contribution to the Visitor Economy’ at the Brilliance in Business Awards, hosted by the New Forest Business Partnership.
For agriculture and equestrianism, the Show is not simply a day out.
The Society described to us the importance of the platform for farmers, breeders and exhibitors, with more than 100 cattle classes, over 160 sheep classes and more than 2,000 horses and riders taking part across the three days.
And although the Show itself lasts three days, the Society’s work continues throughout the year.
The wider economic impact of the New Forest Show is widely asserted but surprisingly difficult to quantify with hard data.
We can measure the Show’s size very easily - 85,000 visitors, £7.3m annual charity income, 500+ traders exhibiting, and hundreds of volunteers.
What we cannot measure quite so easily is the full ripple effect beyond the Showground.
But after looking behind the scenes, one thing is clear - the New Forest Show is much more than three days of livestock, competitions and entertainment.
It is a major gathering point for the Forest’s communities, businesses and organisations, and one this local journalist will happily keep coming back to.