Devon Tourism Sector Pivots to Wellness and Nature to Navigate ‘Toughest Year’ for Hospitality

Tourism leaders in Devon have described the next 12 months as “pivotal” for the region’s economy, urging businesses to adapt to emerging travel trends focused on wellness, the outdoors, and nature.

Sally Everton, General Manager of Visit Devon, emphasised that targeting these specific market demands is essential to “get visitor numbers back up.” She highlighted the region’s inherent advantages, positioning Devon as a “natural geographical playground” boasting moorlands, beaches, and a renowned coastal path.

“We’ve got to look at other ways of encouraging visitors to come to Devon,” Ms Everton said. “For us, that’s looking at emerging travel trends… We are very well placed to target those markets.”

Rising Costs and Industry Apprehension

The strategic shift comes amid significant concerns regarding rising operational costs following the recent Budget. Ms Everton noted that businesses remain worried about increases in wages and business rates.

Rick Turner, owner of The Big Sheep attraction in North Devon, expressed a “degree of apprehension” regarding the immediate future. “This could be the toughest year for hospitality we’ve seen,” Turner warned, referencing the challenging economic climate projected for 2026.

Adaptation and Operational Changes

To mitigate financial pressures, operators are restructuring their business models. Mr Turner stated that the industry must “change and adapt.” His venue has recently introduced festival-style events, attracting between 700 and 800 attendees per night, which has proven to be a vital revenue source. The attraction has also expanded its camping facilities.

However, strict cost management remains a priority. Turner indicated that fixed costs, particularly labour, are under scrutiny. This may lead to altered operating schedules, with businesses potentially focusing more on the peak summer season while reducing activity during the winter months.

Government Response

The sector is bracing for changes to business rates introduced in the last Budget, which are scheduled to take effect from April 2026.

Responding to industry concerns at the time of the announcement, an HM Treasury spokesperson stated that the government was “protecting pubs, restaurants and cafes with the Budget’s £4.3bn support package.”