Kirk EnglandSouth West environment and tourism correspondent

BBC A view of a beach, with swimmers and people with body boards standing on the sand. In the distance you can see people in the water — Tourism bosses said 2026 is a crucial year for the industry after increases in operating costs for some during 2025

The next 12 months have been described as “pivotal” to Devon’s tourism sector with a need to cater to growing demands for travel involving wellness, the outdoors and nature.

Adapting to “emerging travel trends” will help “get visitor numbers back up” said Sally Everton, general manager of Visit Devon.

Owner of The Big Sheep attraction in North Devon, Rick Turner said there was a “degree of apprehension” about 2026, adding “this could be the toughest year for hospitality we’ve seen”.

It comes after some in the tourism sector raised concerns over increasing costs following the Budget.

Sally Everton from Visit Devon said the next 12 months were “pivotal” for the tourism sector

A woman in a green t shirt is at a county show, she is smiling. There are stands and stalls in the background. — Sally Everton from Visit Devon said the next 12 months were “pivotal” for the tourism sector

“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, including wellness, the outdoors and nature.

“Our messaging is that we have a natural geographical playground, with wonderful beaches, fantastic moorland and a magnificent coast path to explore, so we’re very well placed to target those markets”.

Ms Everton added businesses were still concerned about increases in business rates, wages and other operational costs.

Boss of The Big Sheep said hosting festivals had helped boost revenue for the attraction

The Big Sheep A view from above a visitor attraction, which is hosting a small festival. — Boss of The Big Sheep said hosting festivals had helped boost revenue for the attraction

“We have to change, we have to adapt” said Mr Turner, who has introduced a series of festival style events at his attraction in the last year and increased the amount of camping available.

“For our festivals we can get between 700 and 800 people a night, which is a great revenue source”.

Mr Turner also said attractions like his were having to keep a close eye on costs and consider changing opening times.

“We have to look at where our fixed costs are and lots of that will be labour” Mr Turner said.

“We’ll also have to look at whether we do more in the summer when there are more holidaymakers around and whether we do less in the winter” he added.

Meanwhile, changes to business rates – introduced in the last Budget – are due to kick in from April 2026.

At the time they were announced, an HM Treasury spokesperson said the government was “protecting pubs, restaurants and cafes with the Budget’s £4.3bn support package”.

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