Weston-super-Mare, known for its expansive golden sands and iconic pier, has long been a favourite destination for holidaymakers. However, this summer the town has experienced a significant drop in visitors, impacting local businesses struggling to adapt amid broader economic challenges.
Speaking to eight local seaside businesses, a clear consensus emerged: visitor numbers are noticeably down compared to previous years, and customers are spending more cautiously. Many attribute this trend to the ongoing cost-of-living crisis.
Alex Michael, managing director of Revo Kitchen, noted, “People are very conscious of money at the minute. There’s a lot less impulse spending; visitors are planning their days out carefully and seeking clear value for money.” Alex added that while business has remained decent, there are fewer overnight guests and a decline in traditionally busy breakfast shifts. “Visitors aren’t staying as long as they used to, which impacts trade significantly.”
At Cove West, a staff member highlighted the financial squeeze felt even by older generations, who now often refuse to buy new beach toys for grandchildren, opting instead for older, reused items. “When grannies say no to grandchildren, that’s when you know money is tight,” they explained.
Businesses shared that spending is increasingly focused on “experiential” visits rather than spontaneous purchases. However, this shift creates its own challenges: to keep attracting visitors, local businesses must continuously innovate by updating menus or hosting events, which in turn requires investment. Michelle Michael MBE, director of the Grand Pier, pointed out the vicious cycle created by declining income and visitor numbers. “With fewer customers, it’s harder to invest in reinvention, which makes it tough to keep visitors coming back.”
Accommodation shortages exacerbate the problem. The closure of the Pontins holiday park in Brean and the extended closure of the Grand Atlantic Hotel have led to a significant reduction in available overnight stays, forcing the town to rely more on day visitors. Michelle added, “Our catchment area seems to be shrinking; we’re seeing more local visitors from places like Gloucester and Bristol who typically stay for only a few hours.”
Family-run businesses, which form much of Weston’s seafront economy, feel the pinch most acutely, lacking the capital and resources that larger corporations possess to compete or innovate. A manager at the Weston Beach Café lamented, “We depend on people coming to the beach to make money. This season, it just hasn’t been the same.”
Local business owners also expressed frustration over a perceived lack of investment in new attractions and events from the council. Arthur, owner of Nick’s Fish Grill & Dessert, recalled the economic boost the town once enjoyed from events such as the Weston Airshow and Air Festival. He argued for more regular, council-supported events like the annual Beach Race to maintain visitor interest year-round. “Weston has endless potential, but the council should be doing more to organize and promote events that bring people in, not just rely on private groups.”
This need for greater promotion and improved infrastructure, such as better public transport and affordable parking, was echoed across multiple businesses. High parking fees, particularly near Marine Parade, deter longer visits and threaten evening trade.
Despite the challenges, the spirit among local entrepreneurs remains hopeful. Arthur emphasized, “We are here for the visitors, and we want to give them the best experience possible.” The Weston Beach Café manager added, “Our goal is to ensure every visitor leaves happy and satisfied.”
As Weston-super-Mare navigates these tough times, its community of businesses is determined to adapt, innovate, and continue welcoming guests to enjoy the town’s unique seaside charm.