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Fri, 01 May 2026

Fri, 01 May 2026 Tourists feel petrol pinch and cut down on day trips

Tourist attractions in the West report falling numbers as people spend more on essentials.
Tourism in Somerset has been severely impacted by the economic squeeze, with bookings at attractions such as medieval palaces and seaside piers halving. Visit Somerset's chief executive, John Turner, warned that the sector could suffer "seismic" consequences if people continue to cut back on day trips due to rising fuel prices. According to a survey conducted by Visit Somerset, 50% of tourism businesses in the area have seen a significant drop in visitor numbers compared to last year. One in four have reported an increase in cancellations. Turner blamed the rise in fuel and food prices for the decline, stating that people have less disposable income to spend on leisure activities. To counteract the decline, some attractions are getting creative with offers such as free admission, face painting, and train rides. The Grand Pier in Weston-super-Mare has seen a 6% drop in Easter numbers, while the Bishop's Palace at Wells had a 10% decrease. However, these businesses are still seeing people willing to spend money on their attractions. The Dean Heritage Centre in the Forest of Dean took a bold approach by cutting its admission prices to zero and relying on donations. The decision was met with success, with over 5,000 visitors attending the free open day. However, industry leaders are calling for government support to help the sector survive. Visit Somerset is urging ministers to consider cutting VAT on tourism and hospitality to alleviate the economic pressure. Turner warned that if the decline continues at 10%, it could result in hundreds of jobs being lost in the area.