Tourism in Somerset is experiencing a significant upswing, bucking the broader national decline in staycations, according to new data from Premier Parks. The analysis, comparing website traffic from January to early June 2025 against the same period in 2024, reveals a striking 31.41% increase in searches for holiday destinations in Somerset.
This surge is mirrored in other key UK regions, highlighting a renewed interest in domestic travel. The Back British Holidays campaign, which champions UK holidays and supports the domestic tourism economy, has welcomed these figures as a positive sign for local businesses.
Premier Parks, known for offering premium campsites and holiday parks that attract motorhomers, campervanners, and caravanners, plays a pivotal role in promoting British outdoor experiences. Their data underscores Somerset’s growing appeal as a holiday hotspot, sustaining its vital economic contribution through tourism.
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However, while Somerset and certain areas show growth, the overall UK tourism sector faces a mixed picture. Some destinations continue to struggle with stagnant or declining demand. Industry leaders and the Back British Holidays campaign urge ongoing support from government, businesses, and holidaymakers to maintain momentum and ensure that the benefits of domestic tourism reach all regions.
Daniel Attwood of Back British Holidays comments, “The rising interest in regions like Somerset reflects the timeless charm of UK holidays. However, we must remain vigilant—our tourism market is still fragile. Continued efforts are essential to keep British holidays affordable and accessible.”
Simon McGrath from the National Caravan Council (NCC) adds, “An uptick in domestic bookings is encouraging news for tourism businesses, especially holiday parks. Nevertheless, the sector faces significant economic challenges. We urge government leaders across the UK to enhance financial support and increase investment in promoting domestic tourism."
With the UK boasting a diverse and world-class tourism industry vital to the economy, stakeholders emphasize the importance of sustained backing to help the sector thrive amid these turbulent times.