Bath’s world-class heritage sites, including the Roman Baths, have bounced back from the devastating impact of the pandemic as international tourists return to the city in large numbers.
According to Bath & North East Somerset Council, its sites – which also include the Victoria Art Gallery and the Fashion Museum – will make a £10.4m profit during 2023/24 – higher than the £8.2m forecast by the council last year.
This is expected to rise further to £12.2m in 2024/25.
Bath has benefitted from a strong return of American tourism to the UK, according to a report to the council’s cabinet next Thursday, while an anticipated increase in visitor numbers from China in 2024/25 will provide a further boost for the city.
While overall visitor numbers remained lower than peak pre-pandemic figures, income returned to the council was now the highest on record and predicted to continue to grow over the next two years.
The money will be used to directly support the council’s wider activities.
Bath was hit hard by the pandemic as international travel dried up and domestic tourism was geared towards outside attractions.
The Roman Baths, pictured, suffered a near 73% fall in visitor numbers in 2020 to just over 350,000 compared to 1.3m due to the pandemic lockdowns.
That sent it tumbling to 51st place in a table of most-visited UK attractions as gardens, parks, forests and zoos reaped the benefits as those predominantly indoors were forced to close for long periods or reduce their opening hours.
However, Bath has bounced back strongly since then, with the Roman Baths in particular enjoying a strong recovery.
Tripadvisor reviewers named it the world’s eighth best attraction and number one in the UK in 2022 and readers of consumer magazine Which? voting it the UK’s third best historic attraction.
The council report said changes in tourism, with a bigger focus on creating memories in special places, had meant the Roman Baths prospered in a challenging visitor economy.
These included torchlit summer evening openings and a focus on experiencing 2,000 years of history.
The site has also consistently exceeded budgeted visitor figures and enjoyed increased spending in its shops, the report added.
Meanwhile, a strong programme of popular exhibitions at Victoria Art Gallery, pictured above, led to a 30% increase in exhibition visitors over the past year.
Cabinet member for economic & cultural sustainable development, Cllr Paul Roper said: “Bath is well-known worldwide as a city of outstanding heritage and the Roman Baths is the jewel in the city’s crown.
“It is hugely encouraging to see our heritage sites continuing to offer a world-class visitor experience and excelling in a difficult visitor economy.
The strong return of the US market has contributed to growth over the past year, and we expect that trend to continue into this year with the return of Chinese visitors.
“The success of our heritage services is crucial to our success as a council, as their income helps to support key services.
“The report puts forward our commitment to invest in, protect and conserve our heritage assets for the people of Bath.”
The report also updates on the Heritage Services department’s five-year business plan.
It details its priorities which aim to deliver on its vision to ‘learn from the past, understand the present and shape the future’.
Plans for the coming year include:
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Moving forward with ambitious plans for the development of a new world-class Fashion Museum. Design work for the new museum will start in the Milsom Quarter and continue to develop plans for the creation of a fashion collection archive at Locksbrook in partnership with Bath Spa University.
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A new audio tour for the Roman Baths to bring the narrative in line with up-to-date understanding of Roman Britain. This is the first part of a wider re-interpretation of the historic site to reveal previously untold stories.
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A new commitment to offer free admission to the baths for school groups where 30% of pupils receive free school meals, building on the council’s commitment to make heritage accessible for all.
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Following repairs to the Victoria Art Gallery roof its Upper Gallery will reopen, providing free access to the council’s art collection along with the creation of a new, community engagement space which will enable a hugely improved programme of workshops and events.
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A vibrant programme of temporary exhibitions at the gallery, starting with the only chance in the UK to see the world-class Toulouse Lautrec & the Masters of Montmartre exhibition.
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A new audience development plan for Bath Record Office so that the archives and local studies can reach wider and more diverse audiences.
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The continued roll-out of Discovery cards across the district, making it easier for residents to receive new ones and enjoy the benefits of the scheme.
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A renewed commitment to reduce Heritage Service’s carbon footprint, with carbon baseline work undertaken last year informing an ongoing response to the climate and ecological emergency.
