On March 12, Bath saw the official relaunch of a completely redesigned and refurbished Bath Visitor Information Centre by retail design and branding agency M Worldwide.

The centre is located on the ground floor of Abbey Chambers, a late 18th Century Grade II listed building in the heart of the city, alongside the Roman Baths and Bath Abbey. Operated by Bath Tourism Plus, the Centre is the second busiest of its kind in the country, currently welcoming over 535,000 visitors each year. It provides comprehensive visitor information on Bath, offers accommodation bookings, ticket sales and a retail shop.

Photo: Bath Visitor Information Centre redesigned by M Worldwide

M Worldwide completely transformed the Centre, creating a state-of-the-art destination for visitors to Bath, whilst preserving a flavour of Bath’s heritage which is in line with the local council’s long term strategy and master plan for the city. The revamp also provides functional solutions to increase ticket and retail sales, improve visitor flow especially during peak times, and enhance the visitor experience.

David Martin, Co-Managing Partner at M Worldwide says, “We needed to apply a huge amount of inventiveness to make everything work for visitors, given the external listed building status, internal structural and layout limitations, the multi-functional nature of the site, and Bath Council’s master plan strategy, combined with limited budgets. We think we’ve struck the right balance between the practicalities of making sure the Centre stands the test of time, that it feels inviting and welcoming, and reflects the materials and finishes of a wider city strategy.”

Photo: Bath Visitor Information Centre redesigned by M Worldwide
The Visitor Information Centre is operated by Bath Tourism Plus, the official Destination Marketing Organisation for Bath and the surrounding area. Tourism contributes over £357 million to the local economy of Bath and North East Somerset, providing more than 8,000 jobs—10 per cent of the total employment in the city.