Visit West reveals region’s highest ever tourism value

Visit West announced today a value of £2.7bn for tourism to the region (Bristol, Bath & North East Somerset, South Gloucestershire and North Somerset) in 2024, the highest ever direct spend from visitors recorded by the tourism body. Research carried out by The South West Research Company* on behalf of Visit West also showed the total tourism-supported business turnover was £3.43bn – business turnover arises as a result of tourist spending, from the purchase of supplies and services locally by businesses, adding to the total value and supporting 43,000 jobs in the sector.

While the number of trips to the region was down 1% on 2023, spend was up 6% with international visitors in particular staying more nights and spending more (up 9% on 2023). This shows Visit West’s key objective of encouraging longer stays and partnership working with VisitBritain and oversees tour operators has had a positive impact.

The number of domestic trips dropped off slightly in 2024 and spending for visitors from within the UK remained at the same level as 2023.

30% of all spending by visitors was attributed to food and drink and 33% to retail.

Helen Godwin, Mayor of the West of England, said: “The West is best – visitors and residents alike know how special our part of the world is. With people spending more while they’re visiting, tourism is supporting tens of thousands of jobs for local people and businesses with the support of Visit West. The sector is now worth a record £2.7 billion to the West’s economy, and a key industry in our new Growth Strategy for the coming decade.”

Visit West attended the world’s largest travel trade convention – World Travel Market – earlier this month, one of the annual events the organisation attends every year to help drive growth from international and domestic visitors to the region. The team held meetings with airlines, airports and rail operators as well as tour operators, Destination Management Companies and media across three days. The Tourism Minster, Stephanie Peacock MP was welcomed to the Bath & Bristol stand along with Lady Victoria Borwick, Chair of VisitEngland.

Additional fringe events attended by Visit West over the three days included a reception at St James Palace for UK Tourism Leaders, a Chinese Tourism Leaders’ dinner, China Night at WTM, a reception for international tourism ministers with the Department for Culture, Media and Sport, a UK Government and UN Tourism World Travel Market Reception 2025 and the Lonely Planet Best in Travel showcase at the National Portrait Gallery to celebrate Bristol being named one of the best places to visit in 2026 due to its street art culture.

This month, the team will deliver two media showcase events to help promote festive offers from businesses across the region, as well as participating in two final industry events in 2025; a sales mission for inbound operators in China, Japan and South Korea, and the promotion of the region as a destination for business events at IBTM in Barcelona, one of the world’s key events for this market.

Visit West is now planning 2026 marketing and travel trade activity and already pitching Bath and Bristol’s news and updates for next year to media.