Nearly 200 jobs have been created and an additional £10.5m spent by tourists as a result of campaigns run by Bath Tourism Plus (BTP) working with the Bath Business Improvement District (BID), new figures show.
The campaigns, which took place last autumn and winter, were aimed at encouraging UK residents to take more holidays at home. They also formed part of a three-year ‘Growing Tourism Locally’ project.
The results, which exceeded expectations by BTP and the BID, come as the Bath area prepares for another active autumn and winter, kicking off with the Great Bath Feast next month. 
Analysis by independent researchers confirmed that BTP’s extensive marketing campaigns during period and its promotional activity in partnership with the BID Company to promote Bath at Christmas, were responsible for a “significant uplift” in visitor spend in the city and surrounding area.
BTP chief executive Nick Brooks-Sykes, pictured, said: “This staggering set of results has far exceeded overall targets and expectations six months ahead of the project deadline and with one year to go when the programme ends in October 2015.
“With the trend for staycations remaining strong, we know that Bath has a rich heritage, which makes it a fantastic city break destination that combines history, contemporary culture, a fantastic retail offer and world-class tourist attractions.”
Bath BID Company chief executive Andrew Cooper added: “The Bath BID has made a significant financial contribution to this promotional campaign for Bath over the last three years. It is through this collaborative approach that the Bath BID has been able to actively improve the marketing activity Bath by working together with Bath Tourism Plus.”
Highlighting Bath as a spa centre destination for a post-Christmas detox helped hotels and attractions in the city beat the traditional January blues. People living in the West of England travelled to Bath to spend a relaxing day in the city while other UK travellers turned their visit into a short break.
Spring festivals, including the successful Bath in Fashion along with music and literary events in the city were another strand of the marketing campaign to attract UK visitors.
The marketing activities form part of a number of VisitEngland led campaigns funded by the Government’s Regional Growth Fund (RGF). Bath Tourism Plus, in partnership with VisitEngland, the BID and the private sector, is one of a number of destinations in England that has been allocated funding through VisitEngland’s Growing Tourism Locally programme.
The latest figures follow hot on the heels of data released in August which relate to the early part of 2013 through to summer of 2013. These showed an additional £15.8m in tourism spend for the period, together with the creation of 293 jobs.
