The latest Tourism Trends Reports for Somerset and Devon have revealed mixed results for the summer of 2024.
While short-term rentals performed well, achieving over 78% occupancy in Devon and 76% in Somerset, indicators such as average length of stay and booking lead times have seen a decline.
Events like the Taunton Flower Show and Dartmouth Regatta helped drive visitor numbers, with Exeter experiencing a 20% increase in footfall over the summer. These findings provide a detailed look at how the tourism sector has fared across both counties.
The Tourism Trends Reports, produced by the South West Visitor Economy Hub (SWVEH), offer in-depth analysis of visitor behaviour, accommodation trends, and spending across Somerset and Devon.
These reports are designed to help businesses in the tourism and hospitality sectors stay informed and make data-driven decisions.
Download the August 2024 Tourism Trends reports
Some of the key findings from the reports include:
- Short-term rental occupancy in Devon reached 78%, with Somerset following at 76%.
- Devon’s short-term rentals generated £86.2 million in revenue during August 2024.
- Events such as the Sidmouth Folk Festival attracted 175,000 visitors over its duration.
- Footfall in Exeter increased by 20%, highlighting the positive impact of summer events.
- Both counties saw decreases in average length of stay and booking lead times, posing challenges for future planning.
Kevin Millington, Director at T-Stats Solutions, which compiled the data, said: “The latest reports confirm that whilst occupancy rates are up on last year, bookings are made closer to the travel date and for shorter durations. There have been fluctuating fortunes for businesses over the summer, with July being challenging, in part due to the weather.”
Jess Watkins, Director at T-Stats Solutions, added: “Four- and five-star hotels have performed better than last year, and better than other serviced accommodation this year. Meanwhile self-catering occupancy, whilst having a slow start, saw improved performance across the region from May to September”
The South West Visitor Economy Hub is a vital resource for businesses, providing real-time data on visitor trends, accommodation performance, and spending patterns
These monthly reports are free to download for a limited time, offering businesses critical insights to guide their planning and strategy.
Businesses in the tourism and hospitality sector can join the Hub for free by contributing a small amount of confidential data. By signing up, businesses gain access to performance comparisons, insights into visitor spending patterns, and real-time data to enhance marketing strategies and forecast visitor demand.
