Somerset Tourism Association

Somerset Tourism Association
Name	Somerset Tourism Association
Formation	19XX
Type	Non-profit
Headquarters	Somerset, England
Region served	Somerset
Leader title	Director

Somerset Tourism Association

The Somerset Tourism Association is a regional membership body promoting tourism in Somerset. It works with local authorities such as Somerset County Council, institutions including National Trust properties and English Heritage sites, and private stakeholders like hospitality firms represented by VisitBritain and VisitEngland to develop visitor services, event programming, and destination marketing. The association liaises with national agencies such as Department for Transport, cultural bodies like Arts Council England, and transport operators including Great Western Railway to coordinate access and promotion.

History

The association was established in the late 20th century following initiatives modeled on bodies such as Tourist Board for England and influenced by county-level organizations like Somerset County Council's tourism strategy, the creation coinciding with regional policy changes from Department for Culture, Media and Sport. Early collaborations involved heritage organizations including National Trust, English Heritage, and event partners such as organizers of the Glastonbury Festival and custodians of historic sites like Glastonbury Tor and Wells Cathedral. Over time the association adapted to market shifts driven by transport developments like M5 motorway improvements and rail services via Great Western Railway, and to cultural initiatives from Arts Council England and conservation pressures around the Exmoor National Park and Mendip Hills.

Organization and Membership

Membership comprises a broad cross-section of stakeholders: accommodation providers from boutique inns to national chains associated with AA (company) and VisitEngland accreditation, attractions such as Wookey Hole Caves, museums like Museum of Somerset, and food and drink operators involved with schemes akin to Slow Food and Taste of Somerset. Governance typically mirrors charity arrangements registered with entities like Charity Commission for England and Wales and involves committees with representatives from local councils including Sedgemoor District Council, Mendip District Council, South Somerset District Council, and civic partners such as Taunton Deane. Professional members include event managers connected to Glastonbury Festival logistics, hoteliers aligned with British Hospitality Association, and transport firms coordinating with First Group and National Express.

Activities and Programs

The association runs visitor information services comparable to VisitEngland information centres, publishes guides profiling destinations like Cheddar Gorge, Burnham-on-Sea, and Porlock, and organizes themed trails inspired by initiatives from English Heritage and National Trust. It supports festivals and events—for example working with promoters of Glastonbury Festival, regional food fairs akin to Bath Food Festival, and cultural programs in partnership with Arts Council England—and facilitates training for front-line staff using standards from Institute of Hospitality and accreditation systems like AA (company). Conservation-focused projects liaise with environmental NGOs such as Somerset Wildlife Trust and landscape bodies managing Exmoor National Park and Quantock Hills AONB.

Marketing and Promotion

Marketing strategies draw on digital and print campaigns echoing methods by VisitBritain and VisitEngland, leveraging social media channels used by cultural institutions like British Museum and regional broadcasters such as BBC Somerset. Campaigns feature iconography from sites like Glastonbury Tor, Cheddar Gorge, and Wells Cathedral, and promote itineraries linking coastal resorts like Weston-super-Mare with rural areas like Mendip Hills and Blackdown Hills. The association collaborates with travel writers from publications such as The Guardian, The Telegraph, and National Geographic Traveller to attract domestic and international visitors, and works with tour operators including TUI Group and niche operators specializing in heritage tours to increase seasonality management and shoulder-season development.

Economic and Community Impact

The association measures impacts through metrics familiar to regional development agencies such as Local Enterprise Partnership frameworks and visitor-economy studies by organizations like VisitEngland. Its programs aim to boost revenue for businesses from small-scale producers participating in markets similar to Somerset Farmers' Markets and for hospitality providers listed with AA (company) or VisitEngland assessments. Community outcomes include support for cultural venues like Wells Cathedral and Taunton Museum, preservation funding for heritage assets including Muchelney Abbey and local conservation efforts coordinated with Somerset Wildlife Trust, and workforce development aligned with training initiatives from Institute of Hospitality and employment services like Jobcentre Plus.

Partnerships and Funding

Funding streams combine membership fees, grants from bodies such as Arts Council England and Heritage Lottery Fund, project income secured through partnerships with transport providers like Great Western Railway and marketing collaborations with VisitBritain, and commercial sponsorships from hospitality groups and local businesses. Strategic partnerships include work with local authorities like Somerset County Council, regional development entities such as Local Enterprise Partnership, conservation organizations including National Trust and Somerset Wildlife Trust, and event partners including promoters of Glastonbury Festival and regional fairs. The association also engages with educational institutions such as University of Bath and vocational providers to develop skills pipelines for the tourism workforce.

Category:Tourism in Somerset