Visit Bath has announced the permanent closure of the Visitor Information Centre on Terrace Walk, saying the service has become unsustainable after operating at a loss for a number of years.
The centre, which was officially opened in 2018, closed in March due to the COVID-19 pandemic.
Visit Bath says that despite technically being able to open, the cost of operation, the impact of social distancing requirements to keep staff and customers safe, and the absence of many international markets has meant that the centre is no longer economically viable to operate.
Although busy, the service has been losing money consistently and had been operating at a loss for a number of years.
With the tourism economy predicted to take at least 4 years to return to pre-COVID levels, the additional financial risk involved in opening the centre with lower visitor numbers anticipated in the short to medium term would put further huge financial pressures on the overall Visit Bath business.
The centre, in Bridgwater House, had provided leaflets and information to visitors, selling a small range of souvenirs and tickets for local tours and attractions, as well as being home to the Bath Box Office.
Visit Bath has said it will now focus on marketing and developing business for the tourism economy, both with consumer and trade activity planned to maximise future visits.
This will include development of digital campaigns, media visits and engagement with international travel trade.
This work will continue while the development of the new regional partnership is ongoing.
In a statement, Visit Bath said: “We will also be continuing our work for Christmas and more information about this will be available later this week.”
Bath is the latest heritage city to close its Visitor Information Centre, with Oxford announcing its VIC closure in June, and other destinations are understood to be currently reviewing services.
Speaking about the permanent closure, Kathryn Davis, Chief Executive of Visit Bath said: “It was a very difficult decision to close the Visitor Information Centre, however had we not done so, then the impact on the whole business could have been devastating.
“It is particularly heartbreaking to lose the staff who have had years of experience welcoming visitors to Bath, providing a professional service.
“Sadly, with the cost of operation being so much higher than the income generated, we have had no choice but to close the service permanently.
“Other options to continue the service were explored, but we have not been able to find a solution in the necessary time frame.”
Discussions are ongoing regarding the Bath Box Office and an update will be provided as soon as possible.