Features / Tourism
Sector spotlight: tourism
To put it succinctly, Bristol is a city that has everything – a strength that has seen it gain multiple accolades and gain a growing reputation as a sought-after destination.
Whether it’s vibrant arts and culture you are after, rich maritime history, countryside walks, a friendly welcome, independent offerings or culinary delights, there is plenty for visitors of all types and ages.
It’s no wonder that industry leaders are positive about the city’s tourism boom that is worth £1.3bn to the local economy.
Destination Bristol reports that the number of domestic staying visitors increased by almost 50 per cent between 2006 and 2016.
Bristol Airport is planning to expand to meet growing demand
Meanwhile, Bristol Airport is working on expansion plans to cope with a surge in passenger numbers that are expected to go from eight million a year, to as much as 20 million by the mid-2040s.
Yet, before we all crack open the cider to celebrate the city’s success, industry experts warn there is still a long way to go in putting Bristol firmly on the international map.
While internally, battles rages over the location of the long-awaited arena and whether or not to impose a congestion charge on traffic, there is national uncertainty over the impact of Brexit, a fluctuating economy and lack of investment that all stand to shake the industry.
Mark Payne says the sector is resilient, but he is concerned about factors such as Brexit and business rate increases
“The hospitality sector is very resilient and, since the economic downturn almost ten years ago, has since grown faster than any other industry,” says Mark Payne, general manager of The Bristol hotel and chairman of Bristol Hoteliers Association.
“It is the fourth biggest employer in the UK, accounting for more than 3.2 million jobs through direct employment and a further 2.8 million indirectly.
“Growth outlook for the industry however is a little more concerning, particularly driven from the pressures of The National Living Wage, increases in business rates and the potential availability of labour following the UK’s exit from the EU.”
The Radisson Blu hotel is one of many in and around the city centre
He says that another big challenge facing the industry is the VAT rate which is the highest in Europe, as well as a high rate of fuel duty which could cause problems for the sector at a time when visitors will also face more stringent visa rules and border control.
Despite concerns, Payne describes the “capital of the South West” as a city that has everything, adding: “Lively yet laid-back, Bristol has a great rich maritime heritage with an innovative, dynamic culture, making it one of the most cosmopolitan centres outside London.
“It is a leader on the green scene, has terrific universities, shopping, and culture offerings. Bristol is well known for its vibrant music scene and nightlife. I struggle to think of a reason not to visit here.”
He believes negative headlines about local government cuts have the power to divert investment away from the city and is damning about proposals to introduce a ‘bed tax’ on tourists and a congestion charge.
“We really are not helping ourselves sending out messages such as these to perspective visitors and investors, particularly when we are not even ranked in the top five regional cities in terms of visitor numbers,” argues Payne.
Kathryn Davies says Bristol is a far better known destination than it was 10 years ago
He adds that the nature of the industry has changed as people’s expectations alter, something that Kathryn Davis, head of tourism at Destination Bristol agrees with.
“Bristol is now a more known destination than it was 10 years ago – although we still have a long way to go,” she says. “The recent travel trends benefit Bristol as a visitor destination – it is not a honeypot that is overrun with tourists on a traditional circuit, so it appeals to those seeking to be ‘travellers not tourists’.
“You can ‘live like a local’ in that it does not provide a manufactured experience in any way; there are interesting areas of the city with different personalities; we have great food whether that’s street food or Michelin star dining; there is plenty to do and a diverse range of places to stay.
“We are friendly and welcoming, with great international air connections and close to London. Also we are a great base to explore the wider region – Cotswolds, Somerset, Bath and South Wales.”
Bristol’s food scene, independent spirit, festivals, people and accessibility without reliance on cars are cited as some of the city’s main assets that draw in visitors.
Many new restaurants have burst onto the scene in Bristol as part of the Wapping Wharf development
Trends anticipated to take the sector by storm in the near future are focussed around the visitor experience – from digital technology meaning that people can manage their trip via their phone to e-concierge services in hotels and experience-led offers that offer a ‘unique trip’.
The rise in review-led websites such as TripAdvisor have, according to Payne, pushed many hotels and restaurants to up their game in terms of customer service.
Tobooka offers visitors a full experience-led package
A number of Bristol-based companies are successfully tapping into the ‘experience potential’ of the region, with local startup Tobooka shaping its business model around creating experience-led trips.
“The English countryside is a beautiful destination, but millennials care less about where they are, they care about what they’re doing and the experience they can take away,” says George Hart, co-founder of Tobooka.
“Getting an industry to understand this shift in behaviour is difficult, but we’re up for the challenge.”
An early leader in the field is Sawday’s, a company that has been offering customers something out of the ordinary for 20 years.
Tom Dixon of Canopy and Stars says he hopes to build on the success of Crane 29. Photo by Geoff Caddick/PA Wire
Tom Dixon of Sawday’s Canopy & Stars says: “I think Bristol is really booming as a destination, it was (rightly) named coolest city in the UK last year by various influential publications, including Rough Guides, and best place to live by the Sunday Times.
“Being Bristol-based, we have always been invested in the city and chose it as the location for our first ever space when we opened Canopy & Stars at Crane 29 last summer, which was a real success.
“As we’ve learned over the years with Sawday’s and Canopy & Stars, the people are what make a place and Bristol is such a friendly and positive community.
“Bristolians have a real sense of can-do and an ability to make stuff happen and that spirit needs nurturing and supporting by planners, the council and investors; just look at Cargo and what that’s achieved in such a short time.
“In terms of what’s ahead, I hope spurred on by the success of Crane 29, we can see more quirky, one off experiences, in and around the city.”
Crane 29 – the treehouse overlooking Bristol’s harbourside
Many visitors are choosing to shun the traditional trappings of a formal hotel in favour of quirky Airbnb accommodation, or the freedom to bed down in a different spot each night.
Bristol-based company Belmont Leisure is taking things a step further and introducing motorhome holiday share to the leisure industry, with the idea of giving customers ultimate freedom without the hassles of motorhome ownership.
Matt Sims and Glen Maxwell-Heron are seeking to revolutionise the industry
The brain child of Matt Sims, founder of the Motorhome Holiday Company, and Glen Maxwell-Heron, a business coach an entrepreneur, the startup was created to fill a gap in a market that is increasingly needing to adapt.
While some are seeking to revolutionise the industry from the inside out, others are creating pioneering travel options to combat the slog of the traditional great British holiday journey that could make even the most ardent staycationers long for the convenience of a package holiday in the sun.
A month after its launch in the west, Sn-ap, the on-demand intercity coach provider, has already taken more than 3,000 bookings and is running more than 40 confirmed trips a week between Bristol and London.
Sn-ap is proving popular with travellers in Bristol
“Lots of people have simply no idea what extraordinary good quality the independent coach sector offers,” says Thomas Ableman, the founder of Sn-ap.
The company uses luxury transport – including elite sports teams coaches – and offers the public affordable on-demand transport options.
It is meeting a growing demand for intercity travel – a trend proven by the runaway success of Stagecoach’s first 24/7 interurban coach service, connecting Devon with Somerset, Bristol Airport and Bristol city centre.
Launched in February 2016, the company is celebrating reaching half a million customers in just two years and says features such as free Wi-Fi and USB charging points are part of the draw for travellers.
Bristol is far from perfect but it’s certainly never boring and, with its pioneering, independent spirit and increased accessibility, there is every reason to believe it will cement its position firmly on the world map as a go-to destination in its own right.
Our top newsletters emailed directly to you
