Somerset is anticipating a robust summer tourism season, with businesses and attractions across the county preparing for an expected influx of visitors. This year, optimism is high for a “great summer” as tourists begin to journey along the M5, making their way towards the picturesque South West England region.
The South West is perennially popular for its stunning scenery, gorgeous beaches, and diverse attractions, making it a prime destination for holidaymakers. Already, the region has experienced periods of good weather and multiple heatwaves, which have positively impacted businesses and set an encouraging precedent for the busy months ahead, fostering hopes for a thriving visitor economy.
Specific attractions are already witnessing the positive effects and are prepared for the season. For instance, the iconic Grand Pier in Weston-super-Mare, despite being an entirely indoor attraction, acknowledges that the sunshine significantly boosts overall visitor numbers by bringing more people to the vibrant seaside town. The management hopes this encouraging trend will continue throughout the summer holidays, enhancing the lively atmosphere across the entire area.
Looking at the broader regional picture, other attractions have reported an increase in guest numbers compared to the previous year, particularly noting a rise in day-trippers. This trend highlights evolving travel trends among consumers, such as shorter booking lead times, and indicates a departure from Somerset’s traditional image, broadening its appeal beyond just family hotspots.
Among the key draws are the region’s famous cave chambers, which annually welcome over 250,000 people from all over, showcasing some of Europe’s most incredible sights. This attraction has recently invested in its new Dinosaur Experience, featuring life-size animatronics, and continues to offer a variety of family attractions including live circus shows, a 4D cinema, and uniquely cool guided cave tours designed to keep the kids busy and out of the heat this holiday season.
Further boosting regional accessibility for young people, an investment from the West of England Mayoral Combined Authority means approximately 150,000 children aged 5-15 across Somerset and neighboring areas will be able to travel by bus for free. West of England Mayor Helen Godwin emphasized that this initiative aims to make it easier for local families to enjoy the region’s offerings and foster “busloads of fun” during the school holidays.
Tourism remains one of the most vital financial sectors in South West England, generating more than £1.1 billion in annual spending and directly supporting over 20,000 jobs. This substantial contribution underscores the sector’s importance to the regional economy, dominating local employment in parts of rural Exmoor and playing a crucial role in the overall prosperity of Somerset. Ongoing discussions about a potential tourist tax further highlight the economic significance of this bustling industry.
