• Swindon & Wiltshire Economy
• Monday March 4 2024
• Author Name: Peter Davison

Bath’s tourism income booming as overseas visitors return to city

Income generated by Bath’s heritage attractions will exceed pre-pandemic levels as big-spending overseas tourists return to the city, civic leaders will be told on Thursday.

A report to Bath & North East Somerset Council’s cabinet on Thursday, March 7 anticipates that its Heritage Services will return a £10.4 million profit during 2023/24, rising to £12.2 million in 2024/25.

The council department manages attractions including the Roman Baths, the Victoria Art Gallery, and the Fashion Museum.

This income generated will be used to directly support people across Bath and North East Somerset by contributing to the council’s wider activities.

Bath has benefitted from the strong return of American tourism to the UK, and it is anticipated the return of the Chinese market in 2024/25 will contribute to further growth in tourism throughout the region.

Whilst overall visitor numbers remain lower than peak pre-pandemic figures, actual income returned to the council is now the highest on record and is predicted to continue to grow in 24/25.

The report shows that across the past year the Roman Baths site has consistently exceeded budgeted visitor figures and shown increased spending in the museum shops.

A strong programme of popular exhibitions at Victoria Art Gallery has also led to a 30 per cent increase in exhibition visitors in the past year.

Councillor Paul Roper, cabinet member for economic & cultural sustainable development, said: “Bath is well-known worldwide as a city of outstanding heritage and the Roman Baths is the jewel in the city’s crown.

“It is hugely encouraging to see our Heritage sites continuing to offer a world-class visitor experience and excelling in a difficult visitor economy.

“The strong return of the US market has contributed to growth over the past year, and we expect that trend to continue into this year with the return of Chinese visitors.

The success of our Heritage Services is crucial to our success as a council, as their income helps to support key services. The report puts forward our commitment to invest in, protect and conserve our heritage assets for the people of Bath.”

Pictured: The Roman Baths. Image by Anna Barclay