The West Country's tourism sector has smashed records, injecting billions of pounds into the local economy and solidifying the region's status as a premier destination.
A Record-Breaking Year for Visitor Spend
New data from the tourism body Visit West reveals that the region's tourism value soared to an unprecedented £2.7 billion last year. This impressive growth occurred despite a slight one per cent dip in the total number of trips to the area encompassing Bristol, Bath, North East Somerset, South Gloucestershire, and North Somerset. Crucially, overall visitor spending climbed by six per cent, indicating that those who did visit were more generous with their budgets.
The research, conducted by The South West Research Company, highlights a particularly strong performance from international tourists. Visitors from overseas stayed for longer durations and spent significantly more money during their trips. While the number of domestic trips saw a small decrease, spending from UK-based visitors held steady at 2023 levels.
Jobs, Business Turnover, and Spending Habits
The economic impact of this tourism boom extends far beyond direct visitor expenditure. The sector is a major employer, supporting an estimated 43,000 jobs across the West Country. Furthermore, the total turnover for businesses supported by tourism reached a staggering £3.43 billion.
An analysis of visitor spending habits shows where this money is going. A substantial 30 per cent of all visitor spending was attributed to food and drink, while 33 per cent was funnelled into the retail sector, providing a significant boost to local shops, restaurants, and pubs.
Global Recognition and Future Promotion
The region's appeal has received a major international endorsement. Last month, Bristol was named one of the top 50 destinations in the world to visit in 2026 by Lonely Planet, praised specifically for its vibrant street art scene. It was the sole UK city to receive this accolade.
Helen Godwin, Mayor of the West of England, commented on the findings, stating: "The West is best – visitors and residents alike know how special our part of the world is. With people spending more while they’re visiting, tourism is supporting tens of thousands of jobs for local people and businesses."
Looking ahead, Visit West is capitalising on this momentum with an ambitious promotional schedule. This includes two media showcase events to highlight festive offers from regional businesses. The organisation is also engaging in international outreach, with a sales mission for inbound operators in China, Japan, and South Korea, and will promote the West Country as a destination for business events at the IBTM trade fair in Barcelona.
