Somerset businesses are gearing up for a bustling summer as tourists flock to the region’s scenic landscapes, beautiful beaches, and vibrant attractions. The South West continues to draw thousands each year, and this season looks particularly promising thanks to recent warm weather and multiple heatwaves that have boosted local commerce.
Weston-super-Mare is already benefiting from the sunshine, with the iconic Grand Pier expecting increased visitor numbers. A spokesperson from the pier remarked, “Although we are an indoor attraction unaffected by weather, sunshine always draws more people to Weston-super-Mare. We hope this positive trend continues through the summer, energizing the entire town.”
Despite some negative perceptions, Weston-super-Mare offers plenty for families and visitors, including free face painting, treasure hunts with prizes, and entertaining walk-around characters like mascot Dani the Donkey and a giant dinosaur. The Grand Pier’s new dinosaur soft play area, over 500 arcade games, and affordable unlimited ride wristbands ensure fun for all ages.
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Earlier this year, concerns emerged about possibly declining visitor figures across the South West. However, recent reports reveal that day trips remain popular, with peak holidays seeing boosts even if overall attendance dips slightly. Shorter booking times and changing travel habits are influencing these shifts.
At Wookey Hole, optimism is high. This renowned attraction draws over 250,000 visitors annually to its stunning cave chambers, now enhanced by a new Dinosaur Experience featuring life-size animatronic dinosaurs and a 15-meter-long T-Rex. Additional offerings such as live circus performances, a 4D cinema, and guided cave tours provide plenty of cool activities for families during the warmer months.
Adding to accessibility, free bus travel for children across the West of England—including areas surrounding Somerset—was launched this summer. This initiative aims to help 150,000 kids aged 5 to 15 enjoy day trips without transport costs. West of England Mayor Helen Godwin emphasized that free travel will encourage more families to explore the region while offering affordable holiday fun.
Recognition continues to pour in for Somerset and Exmoor as top tourism destinations following their Local Visitor Economy Partnership status awarded by VisitEngland. Tourism is a key economic driver here, generating over £1.1 billion annually and supporting more than 20,000 jobs. In rural areas like Exmoor, tourism accounts for over two-thirds of employment.
Bath remains a standout attraction, bringing in millions of visitors and significant economic value. Local authorities are debating the idea of a tourist tax, which would help offset the costs of maintaining the city’s infrastructure and environment. While the measure currently lacks legislative backing in England, Bath council leaders have urged government consideration, citing similar policies in Scotland and soon Wales.
As Somerset prepares for a lively and prosperous summer season, its blend of natural beauty, family-friendly attractions, and supportive transport initiatives signal a bright outlook for tourism this year.