BATH - DOWN THE PLUG HOLE?

What does the future hold for Bath's tourist trade?

Bath is one of Britain's most popular tourist centres, but is its appeal waning? Tourist numbers are down and the city's long-awaited Thermae attraction still isn't open. Inside Out investigates...

Beautiful Bath is the jewel in the West Country's tourism crown - or at least it used to be.

Since 1999 the number of visitors to the city has fallen by one third, and many local traders fear that the rot is setting in.

To make matters worse, Bath has been waiting for over a year for its new tourism showpiece, the Thermae Spa, to open.

So what can be done to get Bath back on track? Inside Out investigates whether Bath can get its act together and regenerate its tourism trade.

Glory days

Bath - a world heritage city

Bath has been welcoming visitors for over 2,000 years.

Famous visitors included Jane Austen, Charles Dickens and three Queens - Anne, Elizabeth 1 and Victoria.

The city boasts some of the finest architectural sights in Europe, such as the Roman Baths and Pump Room, the Royal Crescent, and The Circus.

Bath has also been designated by UNESCO as a World Heritage Site, and its ancient thermal springs are one of the UK's top attractions. So why is it struggling to attract tourists?

Losing tourists

In the 1990s Bath attracted one million overnight visitors every year.

This has now dropped to 750,000, largely the result of a variety of international events such as the Iraq war, terrorism, the economic downturn in the US, and the SARS outbreak.

However figures show that Bath has suffered more than most British cities, particularly due to its dependence on the American tourist market.

The city has dropped from 5th to 12th in the league table of most visited British cities.

Bath is also facing increasing competition from other British cities who are getting better geared up for short stay tourists.

Bath's tourist industry clearly needs a shot in the arm before the rot continues. Many see the new Spa Project as its saving grace, but there are concerns about delays in its opening.

Forefront of new tourism?

The Thermae Bath Spa is being billed as Europe's most remarkable new spa, and it could be at the forefront of a new international trend - health tourism.

Bath - home of the new health tourism boom?

For the first time in a quarter of a century people will be able to swim in the natural hot waters that flow from Bath's three thermal springs.

Thermae was supposed to bring hundreds of jobs, thousands of tourists and millions of pounds back to Bath.

But the big question on everyone's lips is "when will it finally open?"

Thermae has been beset by delays and overspending.

The project is now £15m over budget, and a year behind schedule.

Downward spiral

For some hotel owners and tourist businesses, these delays have taken their toll.

This is how the new Spa will look when it finally opens

Local bed and breakfast owner George Hall feels let down by the Spa project which promised to rekindle Bath's tourism economy.

Whilst the Spa was being built, George estimates that his business at Holly Lodge has shrunk by 30%.

Now he's putting his hotel on the market, and the B and B that he built up is to be converted into a private home.

Many others are following his lead, and Inside Out has been able to identify at least twelve further hotels being sold and transformed into houses.

Tourism revival?

Bath's new tourism guru Jan Siegieda has been brought in to give the city a new lease of life.

Jan has a plan - and it's based on boosting the city's media coverage at both home and abroad.

But is an upbeat PR campaign enough to solve Bath's tourist slump? And is it too little too late?

Jan believes that Bath needs to update its marketing plans.

"I think that the biggest risk we face in a place like Bath is complacency, because tourism's been such a success in the past," he says.

The message is clear - Bath cannot afford to rest on its laurels. "Our real job is to play catch-up with the rest of the country. The Spa enhances the perception of Bath in visitors' eyes," says Jan.

It will also give the tourism trade something new to market to international tourists.

A new style of tourism

The Bath Spa Project is crucial to Bath's tourism future and at a cost of £26m, it's a serious investment.

The steam rises on the long awaited Thermae Spa in Bath

It's been made possible by a £7.78m Millennium Commission grant, and a collaboration between Bath and North East Somerset Council, and the Thermae Development Company.

The Spa will combine the best of the historic Spa with a state-of-the-art building offering modern comforts and facilities.

When open, it will boast four bathing pools using natural thermal waters, a spectacular rooftop pool, whirlpools, a series of steam rooms and an extensive range of Spa treatments.

It could be the best Spa in Europe, and a massive tourist magnet but its official opening has now been delayed till February or March 2004.

Thermae hopes to attract between 100,000-150,000 visitors a year when it finally opens.

Taking the plunge - Bath's Thermae

In the meantime Bath's capacity to accommodate tourists is diminishing.

The Thermae Spa opening will no doubt be worth the wait, and it will come in time for the new 2004 tourism season.

But will the new attraction be enough to boost Bath's flagging tourist industry? Local traders can only keep their fingers-crossed and hope for the best.