Research

Volume and Value of the Visitor Economy

To measure the value and volume of the visitor economy in the region, Visit West undertakes research both with local businesses directly, measuring volume through visitor numbers and occupancy (our monthly Business Barometer) and works with external agencies to provide the economic impact of the industry.  This data is delivered annually, however, as it uses national datasets, it is usually available in the last quarter of the year.

We also work with partners including Business Improvement Districts and Local Authorities for local footfall data, and any additional insights.

During 2023, comprehensive visitor research was conducted, with results available from January 2024.

West of England Visitor Economy Insights

Bristol accounts for around 50% of the total visitor economy in the west of England, followed by Bath (19.5%), North Somerset (15.5%) and South Gloucestershire (14%).

Staying Visits

In 2019, approximately 76% of all staying visits were domestic, and 24% international. However, international trips generated 43% of all visitor nights and 40% of all visitors spend.

In 2022, just 21% of all staying visits were from international visitors, but still accounted for 40% of spend and 42% of all nights.

Pre-covid, staying visits generate approximately £1 billion of direct visitor spend and estimated at £920m in 2022.

Day Visits

The region welcomed 33.2-million-day visits during 2019, who spent an estimated £1.27bn. In 2022, this is estimated to be in the region of 26.6m day visitors generating £1.15bn for the local economy.

National Data

Visit Britain and Visit England have a comprehensive overview of all national data and insights on their industry website - www.visitbritain.org/research-insights