Bath’s rich Roman heritage is playing a crucial role in helping the local council fund essential social care services. The iconic Roman Baths, established in the mid-first century AD as a health and wellness center for Aquae Sulis, may no longer serve as bathing facilities but continue to promote public wellbeing—now financially—by generating millions in revenue.
Income from the Roman Baths, alongside other cultural landmarks such as the Pump Rooms and Victoria Art Gallery, provides Bath and North East Somerset Council with funds equivalent to what it would collect by charging an additional £151.23 per year on the average Band D household’s council tax. Heritage services are projected to deliver a £13.3 million surplus in the upcoming financial year.
Mark Elliott, the council’s Cabinet Member for Resources, explained at a recent scrutiny committee meeting, “The revenue from heritage services benefits the entire community and is invested in vital services like social care.”
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Social care constitutes over half of the council’s annual £400 million expenditure and is set to receive increased funding in the next budget cycle. The council is also focusing on preventative measures aimed at reducing future demand for social care, which benefits both residents and the council’s finances over time.
Despite rising social care costs outpacing income growth, the council plans to raise council tax by the maximum allowable 4.99%, expected to generate over £7 million in additional revenue. Elliott emphasized, “When people ask, ‘Where does my council tax go?’ the primary answer is supporting the most vulnerable in our community.”
Purchasing tickets to visit Bath’s Roman Baths directly supports this work. Residents of Bath and North East Somerset enjoy free admission with a council discovery card. A proposal to introduce a small fee for these cards was dropped following significant public opposition, which made up about a third of the responses to the council’s budget consultation.
The debate over Bath’s status as a tourist hotspot emerged during the budget discussion. Committee Chair Robin Moss raised concerns about the economic impact of tourism, noting that while the additional £150 council tax equivalent is a significant benefit, it comes with costs. He suggested that Bath’s shift toward a tourism-driven economy—with its associated lower wages in retail and hospitality—may have hindered growth in higher-value creative industries. Additionally, housing affordability issues force many tourism workers to live outside the city.
In December, the Labour opposition group called for a thorough assessment of the economic benefits of Bath’s UNESCO World Heritage Site status amid debates on whether dropping this designation could allow for more development.
Mark Elliott disagreed that tourism stifles other forms of economic growth but acknowledged the challenges it brings. He also highlighted that a tourist levy could help offset some negative impacts.
Council Cabinet Member Paul Roper expressed strong support for the food, beverage, and tourism sectors, forecasting robust visitor numbers in 2026 that will continue to drive Bath’s economy forward.