Visit Somerset has announced that Chief Executive John Turner will step down at the end of September after 12 years in the role.

During his tenure, Turner has helped guide Visit Somerset through some of the most significant periods in the county's recent tourism history, including the Somerset floods of 2014, international tourism development, the challenges of COVID-19, and the organisation's ongoing digital transformation.

More recently, he has overseen Visit Somerset's adoption of Artificial Intelligence, including becoming the first organisation in the UK to recruit an AI apprentice through the government-supported apprenticeship programme.

The organisation is also undertaking an ambitious transformation programme using generative AI to support the development of its next-generation destination website.

Turner will remain involved with Visit Somerset as an adviser to the Board following his departure.

He said: “It has been an enormous privilege to represent Somerset and its outstanding tourism businesses over the past 15 years.

“We've faced significant challenges, celebrated major successes, welcomed international partners to the county and continuously looked for new ways to innovate and support our members. What I am most proud of is the people. The staff, directors, members and partners who have all played a part in shaping Visit Somerset and supporting the visitor economy. Any success we have achieved has been a collective one.”

In summer 2024, Visit Somerset reported accommodation bookings across the West Country were down by nearly 20 per cent, with £120m of lost revenue opportunity.

Cost of living, poor weather and technology were blamed.

Last year Visit Somerset reported visitor numbers were down 10 per cent year-on-year, with a further £110m hit. At the time Turner described the data he was receiving from visitor attractions as “eye-watering.”

Turner leaves with Visit Somerset significantly more prominent than when he arrived, but with businesses under far greater economic pressure.