Rising fuel prices and the cost of living are taking a toll on the UK tourism industry, with attractions from medieval palaces to seaside piers reporting a sharp decline in visitors. In Somerset, bookings have halved compared to last year, prompting fears that some businesses may collapse.
John Turner, chief executive of Visit Somerset, described the potential impact as "seismic," warning that B&Bs and hotels could face administration. "Tourism relies on people's disposable income, and right now that income is shrinking," he said.
Even budget-friendly destinations like the Grand Pier in Weston-super-Mare are feeling the pinch. Michelle Michael, the pier's owner, reported a 6% drop in Easter visitors compared to 2025. "People are holding onto their money," she said. "The resort is down, the town is down—much like tourism destinations across the country."
Similarly, the 13th-century Bishop's Palace in Wells saw Easter attendance fall by 10%. CEO Merryn Kidd noted that while people are still visiting, "just not quite as many."
In response, some attractions are getting creative. The Dean Heritage Centre in the Forest of Dean dropped admission fees entirely, relying on donations and cafe sales. Marketing officer Abbie Stewart said the move has been a success, with queues forming on the first free day. "People have made donations averaging £5 per family and spent more in the cafe," she added.
However, not all venues can afford to go free. Turner estimates that Somerset's tourism sector, worth £1.1 billion annually and employing 18,000 people, could lose 200-300 jobs if the downturn persists. Industry leaders are calling on the government to cut VAT on tourism and hospitality, as was done during the pandemic, to help them weather the storm.