Was 2024 the summer South West tourism ground to a halt?

When lockdowns and travel restrictions meant that we couldn’t go overseas, tourism in the South West soared. 

But the reopening of international travel, poor weather and cost of living crisis has meant that 2024 was an indifferent year for the tourism industry. 

Here’s why tourism in Devon and Cornwall suffered in summer 2024.

Decline in Tourism and Visitor Spending

The long and short is that both Devon and Cornwall have experienced a drop in visitor numbers and spending in 2024. 

A combination of poor spring weather, cost of living pressures and tourists returning to foreign holidays has led to a 10-15% decline in visitation and a noticeable reduction in discretionary spending – this means that the tourists who are coming to the South West are prioritising accommodation but cutting back on dining out, activities and local purchases, such as souvenirs.

Businesses like gift shops and fishmongers are seeing more customers but significantly lower spending per person – and in general, tourists are making their own meals, picnicking and opting for free activities. 

This means that even with an uptick in bookings due to recent good weather, many local businesses are struggling to make up the shortfall from the early season.

Price Comparisons with Foreign Holidays

Some tourists are finding it cheaper to holiday abroad than to stay in Cornwall. The cost of staying in the region has risen significantly, especially during peak season – and all-inclusive holidays in Europe or North Africa are much cheaper. 

The perception of Devon and Cornwall as expensive, combined with inconsistent weather, is driving many away!

Impact on Local Businesses and Economy

Many businesses in Cornwall and Devon have struggled due to reduced spending and lower visitor numbers. 

Some campsites, self-catering accommodations and gift shops report significant declines in revenue – although holiday parks with indoor attractions have fared better. 

The cost of living crisis has made it harder for tourists to justify spending on extras, even though they’re still paying for accommodation.

Seasonal jobs

Tourism in Cornwall is heavily reliant on seasonal, low-paid jobs which many locals feel is unsustainable for the region’s economy. 

Some locals argue that the over-reliance on tourism has driven up housing prices, pushing young people out of the region.

Mixed Views on Airbnbs and Second Homes

The rise of Airbnbs and second homes has contributed to a housing shortage in Cornwall, driving up property prices and making it harder for locals to find affordable housing.

Most locals agree that they are exacerbating the housing crisis and pricing out local residents – although some argue that, when limited, they have extended the tourist season and provided affordable holiday options.

Unsustainable pricing

Visitors have noted that prices for accommodation, parking and other services have risen to unsustainable levels, particularly post-COVID. 

Many tourists feel they’re being overcharged for basic amenities, making Cornwall an unattractive destination compared to cheaper foreign options. 

Weather Dependency

The tourism industry in the region is highly weather-dependent, with many businesses reporting spikes in bookings as soon as the sun comes out. 

The unpredictability of weather has made it difficult for businesses to plan – particularly as summer 2024 didn’t see the best weather. 

That said, check out the best things to do in Cornwall in the rain and what to do in Devon in the rain.

Long-Term Economic Concerns

• Over-reliance on Tourism: There is growing concern among locals that Cornwall and Devon’s economies are too dependent on tourism, which creates seasonal jobs that don’t offer long-term stability. Many are calling for the development of other industries to reduce the reliance on tourism and create more sustainable employment opportunities.
• Balancing Tourism and Local Needs: Locals are increasingly vocal about the need to balance tourism with the well-being of the region’s permanent residents. While tourism brings money into the area, it also inflates housing prices, strains infrastructure, and creates traffic issues – which means that some locals to prefer fewer tourists, even at the cost of economic growth.

Got any thoughts? Please feel free to join the conversation on Facebook.

By addressing these challenges and encouraging local support, tourism leaders hope the industry will recover, but the future remains uncertain as visitors continue to seek cheaper and more predictable holiday destinations abroad.