Visit Bath has launched a marketing initiative, highlighting the city’s “unexpected, quirky and more unusual side” to millennials and students.
David James, chief executive of Visit Bath, said: “Bath is a creative and modern city, full of energy and fun things to do and we are excited to be showcasing this alternative side.
“Our marketing strategies are really focusing on celebrating the best of the history and heritage of the city and its modernity.
“This new and innovative campaign will appeal to younger visitors, and once they have experienced Unexpected Bath we are confident that they will return to the city many more times.
“We are also delighted that the University of Bath will be working alongside us as an accommodation partner as this is the first time we have worked with them in this way.”
The University of Bath is working with Visit Bath as the accommodation partner for this campaign.
The destination management organisation will be working with its members who offer an unexpected or alternative experience, including adventure experts Original Wild, (picutred, showing David James how to paddle board); Electric Bear Brewing Company; walking tours by Bizarre Bath; unexpected flavours of gelato such a Charcoal Vanilla at Swoon; and new wine bar concept in Milsom Place – Le Vignoble.
One of the highlights will be Bath on the Beach which will see an area of Royal Victoria Park transformed into a Caribbean Beach, with sand, deckchairs, palm trees, volleyball and table tennis.
The campaign mirrors activity being undertaken by VisitEngland on a national level.
Its research has shown that ‘buzzseekers’ aged 16 to 34 are now taking fewer holidays at home than ever.
VisitEngland is encouraging them to holiday in Britain rather than taking a low-cost holiday abroad.