South West 660, the road trip linking the coastlines of Dorset, Devon, Cornwall and North Somerset, is on course to reach a number of significant milestones over the coming weeks. Approaching 1,000 members (with members in over 15 countries!), 100,000+ unique web visitors over the past 12 months, 30,000+ monthly viewers of its social media channels and press coverage of the route now well in excess of £1,000,000 in terms of print value, SW 660 has become a significant factor in why people come and visit the region.
What started as a simple idea in the heads of two tourism professionals just four years ago, is continuing to grow at pace, demonstrating that the South West is the perfect destination for a unique road trip, especially outside the two busy summer months of July and August. A recent survey amongst people who in the past year have travelled (parts of) the route confirmed that Spring is the most popular time to travel SW660, followed by Autumn and with Summer in 3rd place. It also highlighted that most SW660 explorers spend significant time doing so, with 43% indicating they spent more than 6 days on the route, and a further 25% 4-6 days.
Co-founder and former hotelier Mark Godfrey comments: “We are delighted to see that, as the key motivation behind South West 660 was always to drive visitors to the area during the shoulder season, and for them to take their time exploring. Seeing that it is working is hugely rewarding.”
What the survey also showed was that an impressive 92% of respondents rate the route as either Good, Very Good or Excellent. Seeing SW660 included in the most recent edition of the Road Trip ‘bible’, Martin Dorey’s Take The Slow Road, confirms that South West 660 is on course of becoming an established member of a globally renowned list of road trips such as NC500, Route 66 and the Wild Atlantic Way.
Amy Walters, Head of Pub Marketing and Guest Experience at St Austell Brewery said: “Working with South West 660 is a natural fit for St Austell Brewery. Both businesses showcase the very best of the South West and encourage visitors to discover more of what the region has to offer. The success of the route demonstrates a growing appetite for slower, experience-led travel, particularly outside the peak summer period. By connecting people with our 45 managed pubs, many of which are located in some of the region’s most iconic destinations, we’re helping to create memorable stays, support local economies and extend the visitor season in communities across the South West.”
Set up to boost the South West’s visitor economy, South West 660 is estimated to have brought some additional 10,000 tourists to the South West of England over the past 12 months, adding approximately 50,000 bed nights to the region’s economy, translating in a boost to the economy in excess of £10 million. Annual growth is around 25%.
Find out more about South West 660 when you visit the website at southwest660.com
All photos credited to Gary Holpin
