The 2024 Bath Christmas Market saw a £60.4 million associated spend in the city, along with a £41.5 million turnover for businesses and support for over 500 jobs, a survey has found.
Visiting the Bath Christmas Market | Photo © B&NES Council
An estimated 444,000 visitors to the annual event resulted in a strong economic boost for Bath, including a record-breaking number of local stallholders taking part.
A report on the survey commissioned by Bath & North East Somerset Council also found that the average visitor spend per person per day went up to more than £31 in 2024, compared with less than £27 in 2023.
73% of the overall visitors said the event was their main reason for visiting the city.
Visitors staying overnight in Bath during their visit to the Christmas Market stayed for an average of at least two nights. 91% of these said they would consider returning to Bath for a short break at another time of year.
The number of local residents made up 21% of the visitors, an increase on the previous two years. 58% of all visitors lived in the South West of England and 4% of visitors were from overseas.
The report found that whilst attendance was slightly lower in 2024 compared to the 451,000 visitors in 2023, a peak day’s trading was lost when the market was forced to close on Saturday 7th December due to Storm Darragh.
The highest-ever number of traders were based in the South West at 85% of the 230 traders attending. 40% of the traders who signed up for first time were based in Bath and surrounding areas.
Paul Roper, cabinet member for economic and cultural sustainable development, said: “We are delighted to receive these results showing another successful and popular Bath Christmas Market which brings new money into the city and supports local trade.
“The overall £41.5m turnover for businesses and more than 500 jobs supported wouldn’t have happened without this magical event taking place.
“Despite the loss of a peak Saturday’s trading due to storm events, it’s clear that the market continues to grow and we are looking forward to celebrating our 25th anniversary.
“Planning for Bath Christmas Market 2025 is already well under way and we hope to welcome many residents once again, as well as visitors from further afield.
“We have received some fantastic feedback from both visitors and traders alike and look forward to repeating this success next year.”
Josh Bevan, Director of Fat Giraffe Gifts in Bath and stallholder at the Christmas Market 2024, said: “It was an absolute pleasure to be part of such a well-executed event.
“From the exceptional organisation to the seamless communication, everything was so thoughtfully managed.
“We were proud to contribute to the festive atmosphere with our unique products, such as the Christmas ducks and handcrafted decorations, and it was wonderful to hear so much positive feedback from customers about how magical the market felt.
“The sense of community we experienced was second to none.
“We’re proud to have played a role in positively representing Bath’s local community and businesses throughout the market and have worked hard to advocate for local schools, projects, and other businesses in the area, showcasing how vibrant and collaborative our city can be.”
The Bath Christmas Market 2024 report presents the combined findings of a face-to-face survey of visitors to Bath Christmas Market conducted between 28th November and 15th December, and an additional online survey conducted between 17th December and 6th January.
Bath Christmas Market will return for 2025 on 27th November and run until 14th December.
