The value of tourism to Bath’s economy rose by more than 8% last year, fuelled by a 30% increase in overseas visitors, new figures show.
In total, the tourism industry contributed just over £431m to the city’s economy in 2015 and now accounts for one in 10 of all jobs. 
The figures emerge from a report commissioned by Bath Tourism Plus, the area’s destination marketing organisation, to examine the volume and value of tourism and the impact of visitor expenditure on the local economy.
It reveals a year-on-year leap of 30% in the number of overseas visitors to 329,000 overseas trips. These tourists spent £93.8m – a 5% increase on the previous year.
The average length of stay in the city for international tourists was just under five nights – with each visitor spending an average of £285.82.
Earlier this year figures released by VisitBritain put Bath in 12th place in the table of the most popular cities for international staying visitors – a leap of five places and ahead of cities such as York, Leeds and Nottingham.
Domestic tourist figures rose by 8% to 776,000, with a total spend of £138m – a 3% increase on the previous year. The average number of nights spent in Bath by UK visitors was just over two with an average spend per night of £177.86 – less than international visitors.
Bath Tourism Plus said the positive figures reflected its strategically focused marketing efforts, particularly during 2013/2014 when it received extra funding from the government’s Regional Growth Fund (RGF).
Bath Tourism Plus chief executive David James said: “The results from 2015 are incredibly positive with figures rising across visitor numbers and spend.
“However, we will not rest on our laurels. We will continue to work hard and place further investment in our marketing efforts with support of our industry and local authority partners.”
