Bath’s 2022 Christmas Market delivered a £50m-plus boost to the city’s economy – a 61% increase on the last time it was held in 2019 and making it the most successful in its 20-year history – according to latest figures.
Last month official visitor statistics revealed that total footfall during the 18-day event was round 25% up on the pre-2019 average, leading to hopes that traders in the market, along with the city’s hospitality, leisure and retail firms, had enjoyed a bumper pre-Christmas.
Now newly released independent research shows the market – regarded as one of the UK’s best – performed better than probably the most optimistic observers had hoped.
The independent survey carried out for Bath & North East Somerset Council, which took over the running of the event in 2020, revealed it attracted an estimated 426,000 visitors between 24 November and 8 December – up from 403,000 in 2019.
Researchers found that all associated additional spend as a direct result of the market was estimated at approximately £34.3m compared to £25m in 2019, resulting in a total business turnover for Bath of approximately £50.7m against £31.5m in 2019.
The layout of the market was altered to reduce overcrowding in areas of high footfall and, for the first time, 20 smaller Christmas carts were introduced at a reduced rate to enable more micro-businesses to sell their wares.
In total 200 local traders and 36 charities used the 178 chalets to sell seasonal gifts, food and drink in what was the market’s 20th anniversary.
Council leader Kevin Guy said the market had delivered a “staggering economic benefit” to the city.
“Despite issues like the rail strike, the weather and the economic climate, Bath Christmas Market was not only hugely popular with visitors, it also received praise from traders and local businesses.
“We are now well under way with planning for this year’s event and I want to thank everyone who was involved and helped make it a success.”
More than 900 people were questioned by Devon-based The South West Research Company. Its report revealed the proportion of visitors to the market who stayed in the city as part of their trip increased, along with the amount they spent on their accommodation during their stay compared with 2019.
Feedback from visitors and stallholders was overwhelmingly positive, with 95% of stallholders reporting a successful market and the same percentage of visitors saying they would consider returning to Bath at another time in the year.
The research also showed that almost half of the visitors come every year, while:
- 75% who visited Bath over the period came solely because of the Christmas market.
- 37% stayed for an average of 2.4 nights.
- 74% shopped outside the market.
- 79% ate a meal in a local restaurant.
- 48% came on foot or used public transport.
This year’s Christmas Market will again last for 18 days, running from Thursday November 23 to Sunday December 10. Applications for stallholders open in mid-April.
