Reimagining Tourism: A Catalyst for Green Growth in Bath and North East Somerset
Tourism has long been a cornerstone of the Bath and North East Somerset economy—but what if its role could be even more transformative? A new report commissioned and developed by the Green Economy Working Group of the Future Ambition Board (FAB) and Visit West sets out a bold vision: to reimagine tourism not only as a driver of economic growth, but as a powerful tool for addressing the region’s climate and sustainability goals.
The Green Economy Working Group plays a critical role in shaping how Bath and North East Somerset tackles climate challenges and delivers its wider economic strategy in a sustainable way. With a focus on unlocking green growth, the group brings together leaders from business, local government, academia and civil society to shape policies and projects that enable a low-carbon, high-value future for the region.
In this latest initiative, the group partnered with engineering and consultancy firm Buro Happold to explore how tourism can evolve in a way that supports both environmental responsibility and inclusive prosperity. The resulting report builds on a recent design sprint in Bath, which brought together over 50 local and regional stakeholders—from cultural institutions and hospitality providers to transport planners and climate activists.
The findings are rooted in a vision of “regenerative tourism”—one that goes beyond sustaining the status quo and instead actively restores and enhances the social and environmental fabric of the places people visit. The report sets out six key themes to guide this transformation: destination stewardship, inclusive economies, low-carbon access, local experiences, regenerative practice, and collaborative governance.
These themes align strongly with the ambitions set out in the Bath and North East Somerset Economic Strategy 2024–2034, which commits to building a “fair, green, creative and connected” region. The idea is clear: tourism must become a sector that not only welcomes visitors but also enriches communities, supports climate action, and strengthens resilience in the face of economic and environmental shocks.
The report challenges traditional perceptions of tourism as being in tension with environmental goals. Instead, it calls for integrated solutions—such as green transport links, community-owned tourism experiences, and data-driven visitor management—that enhance the region’s appeal while protecting its assets. In doing so, it positions Bath and North East Somerset as a potential national leader in sustainable destination planning.
This work is a compelling example of how the Green Economy Working Group is delivering against its objective: to find actionable ways of aligning economic development with climate ambition. By viewing tourism through a green lens, it unlocks new potential for a thriving, resilient future—one where visitors and residents alike benefit from a more thoughtful, regenerative approach.
As our region moves forward with implementing its Economic Strategy, the insights from this report offer a roadmap for how policy, investment, and innovation can work hand in hand to deliver growth that is both inclusive and sustainable.
You can read the full report from Buro Happold at ‘How Tourism Acts as a Catalyst for Growth’.