Bath’s tourism and hospitality firms are pinning their hopes on a cracking Christmas this year as the city’s festive season starts amid the worst cost of living crisis for decades.
The city’s award-winning Christmas Market got under way yesterday with many other visitor attractions also gearing up for a busy time.
Visit Bath, the city’s destination marketing organisation, and the Bath BID (Business Improvement District) are stressing the city’s unique heritage and its large number of independent and artisan businesses in their marketing offering to visitors.
Meanwhile Bath & North East Somerset Council are promoting the special Christmas events in its tourist attractions, including the Roman Baths and Pump Room.
The Christmas Market, which runs until 11 December, has become an international tourist event since its launch more than 20 years ago, pulling in overseas visitors and ranking in the top ten of European festive markets.
Returning this year after falling victim to pandemic restrictions for the past two years, it is acknowledged as a huge boost to the city’s economy, and is expected to attract 400,000 visitors over the 18 days.
In 2019, the last time it was held, it was estimated to have brought in an extra £32.5m to the city.
This year it will have its biggest-ever footprint with more than 170 stalls offering unique festive gifts, food and drink.
To help local artisan traders, this year the council has introduced pop-up Christmas carts for 20 micro-businesses to use for three or four days at time. They will also offer a chance for fledgling businesses to launch without the cost of a chalet in the main market.
Council leader Kevin Guy, pictured with Christmas Market traders Jules Cooper of Paperstarlights and April Collins of the Leafy Tea Company, said: “So many people came to our special residents’ preview evening on Wednesday, which was a huge success.
“It was fantastic after two years of not being able to have the full Christmas Market to see the city positively buzzing with festive cheer.
“It’s great for both the stallholders and local retailers who will benefit from the increased trade that this popular and much-loved event has got off to a brilliant start already.
“There’s so much for people to discover and I can’t think of a better way for people to get into the Christmas spirit.”
Further support for Bath’s independent businesses has come from the BID’s publication of its third edition of its indie shopping guide, which contains details of 160 businesses around the city.
BID chief executive Allison Herbert said: “These are the businesses that make Bath unique, the special artisan places you don’t find anywhere else.
“We know how important our independents are to our city so we are delighted to showcase them again in this guide.”
Visit Bath is promoting the city as a magical Christmas destination, not just for shopping but for relaxation and enjoyment.
It is alerting visitors to the fact that the Christmas Market is also a showcase for community choirs, brass bands and carol choirs from local school children.
Visitors are also being encouraged to get their skates on and try the outdoor rink at Bath on Ice in Royal Victoria Park, pictured above – which also has Glow in the Dark Mini Golf – or catch a performance of Aladdin at Theatre Royal Bath.
The American Museum & Gardens has this year expanded its Enchanted Garden of Light trail through its spectacular grounds at Claverton Down, pictured above.
The after-dark adventure boasts displays that will emblazon the entire house, gardens and woodland in glorious colour, as well as a pop-up Colorado-style woodland lodge selling drinks and food, including pulled pork or turkey buns, warming chilli, hot dogs and fries.
All the rooms at the No. 1 Royal Crescent museum will be dressed for the festive season in traditional style and there will be celebrations through storytelling and poems of the type a family of the time would have enjoyed.
The BID is also staging a sustainable Christmas experience – the Elves Swapshop magical toy exchange, where children can bring along an old toy and Santa’s elves will recycle it in their special ‘Elf-o-Matic upcycler’ machine.
Bath’s strong food and drink offering is also being promoted by Visit Bath. Among those getting into the festive spirit are The Bird, Bath, which is opening its Alpine Lodge and Bar – complete with Bavarian rugs – while the Abbey Hotel is bringing back its snow-topped Après Ski Bar serving mulled wine, cocktails and authentic Alpine appetisers.
There will also be a pop-up bar in the Roman Bath on Fridays, Saturdays and Sundays until 18 December, where visitors can soak up the atmosphere around the steaming Great Bath while sipping a hot chocolate, mulled wine, sparkling wine or soft drink.
The Pump Room Restaurant’s traditional ‘Stew in a Box’ and ‘Mac in Box’ chalets will also return to the Christmas Market this year.
