• Swindon & Wiltshire Economy
• Tuesday November 18 2025

Value of tourism to West economy hits new heights

The value of tourism to the West’s economy has hit new heights – reaching £2.7 billion in 2024, new figures reveal.

Research carried out by The South West Research Company on behalf of Visit West also showed the total tourism-supported business turnover was £3.43 billion – business turnover arises as a result of tourist spending, from the purchase of supplies and services locally by businesses, adding to the total value and supporting 43,000 jobs in the sector.

Visit West is responsible for promoting tourism at home and abroad in Bristol, Bath & North East Somerset, South Gloucestershire and North Somerset.

While the number of trips to the region was down one per cent on 2023, spend was up six per cent with international visitors in particular staying more nights and spending more – up nine per cent on 2023.

The number of domestic trips dropped off slightly in 2024 and spending for visitors from within the UK remained at the same level as 2023.

Thirty per cent of all spending by visitors was attributed to food and drink and 33 per cent to retail.

Helen Godwin, Mayor of the West of England, said: “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 with the support of Visit West.

“The sector is now worth a record £2.7 billion to the West’s economy, and a key industry in our new Growth Strategy for the coming decade.”

Image: Bristol Balloon Fiesta by Gary Newman