As summer approaches, businesses across Somerset are optimistic about an exceptional tourist season. The region’s breathtaking landscapes, beautiful beaches, and compelling attractions consistently draw thousands of visitors each year, and this summer looks set to continue that trend.
A wave of sunshine and recent heatwaves have already started to boost local businesses, especially in Weston-super-Mare. The iconic Grand Pier, despite being an indoor attraction, welcomes the extra footfall that sunny weather brings to the seaside town. A spokesperson expressed hope that this positive momentum will carry on throughout the holidays, energizing the entire town.
Weston-super-Mare, often underrated, offers a wealth of family-friendly activities. This summer features free face painting, treasure hunts with prizes for kids, roaming characters like mascot Dani the Donkey, and even a giant dinosaur. Visitors can enjoy the new dinosaur-themed soft play area, over 500 arcade games, and affordable unlimited ride wristbands from just £15, promising all-day entertainment for families.
READ MORE: Refurbished Modern Home Boasts Stunning Panoramic Views
Earlier concerns about declining visitor numbers in the South West appear to have shifted. While some attractions saw a dip earlier in 2024, peak holiday periods have experienced an increase in day-trippers keen to explore Somerset’s offerings.
Wookey Hole Caves, one of Europe’s most remarkable cave systems, is also anticipating a fantastic summer. Attracting over 250,000 visitors annually, the site recently enhanced its appeal with a new Dinosaur Experience featuring life-size animatronics and a 15-meter long T-Rex. Other highlights include live circus performances, a 4D cinema, and guided cave tours — perfect for families seeking to escape the heat.
Further encouraging family visits, free bus travel for children aged 5 to 15 across Bath & North East Somerset, Bristol, North Somerset, and South Gloucestershire began this summer. Funded by the West of England Mayoral Combined Authority, this initiative removes barriers to day trips, making it easier for local families to explore Somerset’s many attractions. Mayor Helen Godwin hailed the scheme as a vital step towards affordable and accessible travel for young people.
In May, Somerset and Exmoor received Local Visitor Economy Partnership (LVEP) status from VisitEngland, recognizing their importance as premier tourism destinations. Tourism is a major economic driver in the region, contributing over £1.1 billion annually and supporting more than 20,000 jobs. On Exmoor, tourism supports over two-thirds of local employment, underpinning many rural communities.
Bath continues to be a magnet for tourists, drawing millions and generating substantial economic benefits. However, local councilors are considering a “tourist tax” to ensure visitors contribute to the upkeep and safety of the city. Although councils in England don’t yet have the authority to implement such a tax, Bath and North East Somerset Council leaders are lobbying the government for enabling legislation, following examples set in Scotland and soon Wales.
While no decision has been made to introduce the tax, the council’s support of the principle reflects an ongoing effort to balance tourism’s benefits with sustainable city management.
Somerset’s tourism industry stands at an exciting juncture. With renewed confidence, diverse attractions, and initiatives encouraging family outings, this summer is set to be a boon for the whole region.