Visitor Economy FAQs

The visitor economy encompasses all the economic activity generated by people visiting a particular place for various purposes, including visiting friends and relatives (VFR), business, and leisure. It's not just about tourism, but also the infrastructure, services, and businesses that support those visits. 

The visitor economy encompasses all the economic activity generated by people visiting a particular place for various purposes, of which tourism is a part. 

We feel that using ‘Visitor Economy’ instead of tourism better reflects both our industry as a whole and the work undertaken by Visit West. 

In general terms, ‘tourism’ tends to lean more towards leisure and holidays, and we know that visitors are here for any number of reasons – and many probably wouldn’t describe themselves as a tourist. Day trips, business visitors, visiting friends and relatives, and business event delegates are all very much part of our visitor economy. 

We think it’s very important. In terms of its financial value to the West of England region, it is worth around £2.7 billion and supports 43,000 jobs. 

As well as its economic value, there is also a social and cultural value. The World Travel and Tourism Council says: “It is a sector that meaningfully changes the lives of the people and communities it touches. It not only creates jobs; but reduces poverty and inequality and enriches communities both economically and socially.” 

The visitor economy connects people and places, helps share stories and celebrates what makes somewhere special.  

• Learn more - Facts & figures about the local visitor economy 

In the simplest terms, we all do.   

Tourism is one of the UK's most vital industries, contributing £147 billion to the national economy in 2024 - equivalent to 5% of GDP - with every region and nation across the country benefiting from at least a 4% share of that impact.  The sector is also a major force for employment, supporting around 2.4 million jobs nationwide, equating to roughly one in every 15 positions across the workforce. In 2024 alone, the industry generated £52 billion in tax revenues for the UK Government, demonstrating the wider public value that visitor activity creates.

In our region, the local economy benefits from around £2.6bn of direct visitor spend, and accounts for 7% of all employment in the region. The estimated GVA is £1.95bn.

The main beneficiaries of visitor spend are high streets – food and drink establishments and retail. These sectors account for more than 63% of all visitors' spending – more than £1.6bn. Without this, our city and town high streets could look very different. 

This can happen in many ways;

Consumer Marketing & Content

We create content aimed at inspiring visits to our destinations through our consumer brands and their digital and social channels. This is how we share what Bath, Bristol, and the wider West of England region have to offer with our engaged audiences. We aim to grow these audiences, and we do this in a number of ways. This can be organic, with more people following us, or by working with partners to link our audiences. The latter can include formal brand partnerships or occur as part of our Instagram takeovers.   

Learn more - Consumer campaigns, content, and opportunities

Media & PR Coverage

Our media team works hard to create stories and content that is shared proactively across their networks through the distribution of press releases and updates. Something as simple as this can lead to a feature being published, or can motivate a press visit that leads to coverage of first-person experiences. This could be published in print, via digital channels, or TV broadcasts. Trips are often delivered in partnership with venues, travel operators, or trade partners, with all coverage generated and then published and shared, reaching new audiences. 

Learn more - Press & Media

Travel Trade Development

As well as providing inspiration, there is also a very practical job connecting businesses to the travel trade. Working with the travel trade, we can help businesses develop new routes to market, be part of packages and help provide easy solutions for potential travel customers. Most of our work with the trade is international leisure, and we are frequently working on programmes a year or two in advance. 

We can help those businesses wanting to work with the travel trade and make connections. This can include advice, training, or marketing solutions. 

• Learn more - Working with the Travel Trade

Business Events & Convention Bureau

In the same way that we work proactively with the travel trade, our Visit West Convention Bureau activity proactively develops a pipeline of business events from the UK and overseas, as well as supporting event organisers through venue finding, delegate accommodation and other associated services. Like the travel trade, this can also have long lead times, often with years from initial bid submission to the event taking place. 

• Learn more - Visit West Convention Bureau

Partners & Networks

Across all these consumer and business markets, we also have an extended network of support from organisations and partners to help us achieve our objectives of a sustainable visitor economy that operates 52 weeks of the year. 

In summary, the content we deliver (practical or inspirational) has various intervention points, supporting both individual businesses and destinations to achieve their potential.