Tourism in Somerset is experiencing a notable upswing, bucking the broader national trend of uneven demand across UK holiday destinations. Recent research by Premier Parks reveals a 31.41% increase in web searches for Somerset holidays between January and early June 2025 compared to the same period last year.
This encouraging growth highlights Somerset’s appeal as a favored staycation spot and underscores the vital role tourism plays in the region’s economy. Premier Parks, known for promoting premium campsites and holiday parks across the UK, attracts a diverse community of motorhomers, campervanners, caravanners, and holidaymakers seeking memorable outdoor experiences.
Back British Holidays, a campaign dedicated to supporting domestic tourism, applauds this surge but acknowledges that the overall UK tourism landscape remains challenging. While Somerset and a few other regions enjoy rising interest, some areas face stagnant or declining visitor numbers. The campaign emphasizes the need for ongoing collaboration among government, industry stakeholders, and travelers to nurture and expand the domestic holiday market.
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VisitBritain’s latest figures for 2024 and the first quarter of 2025 align with earlier warnings about a tough season for UK tourism. Daniel Attwood, spokesperson for Back British Holidays, stresses the importance of sustaining momentum: “Regional growth like Somerset’s is promising, but the broader market remains fragile. Continued support is essential to keep British holidays affordable and accessible.”
Simon McGrath, representing the National Caravan Council (NCC), highlights the economic significance of these positive trends for holiday parks and related sectors. He calls on government authorities to enhance financial aid and boost promotional efforts for domestic tourism, noting, “The UK’s world-class tourism industry is crucial to the economy, and protecting it benefits everyone.”
As Somerset’s tourism numbers rise, the drive to maintain and grow this momentum will be key to strengthening the UK’s domestic travel sector amidst ongoing economic challenges.