All of Us, Together
Tourism is not “your customers” or “my guests” – it’s our visitors. Together we create the critical mass that keeps Lynton & Lynmouth vibrant, thriving, and resilient.
Tourism thrives on critical mass. Visitors don’t just come for one café, one shop, or one attraction – they come for the whole experience. If there’s enough going on, they’ll stay longer, spend more, and come back again. If there isn’t, they move on.
Visitors rarely separate businesses in their minds – to them, the whole town is the destination. That’s why our success depends on acting together. A strong collective effort builds a destination people want to visit and revisit. It also safeguards against decline. Look around at neighbouring seaside towns that didn’t maintain critical mass: once-busy resorts that now feel half-empty, with shutters down and fewer reasons to linger. That’s the warning we must avoid.
Critical Mass: Let’s Recap What It Means and Why It Matters
What it is:
Critical mass in tourism is the tipping point where there are enough quality things to see, do, eat, buy, and experience in one place to make visitors feel their trip is worthwhile. It’s what keeps them in town for another meal, another night, another purchase.
Why it matters:
Without it, visitors leave quickly – “there’s nothing more to do.”
With it, visitors stay longer, spend more, and return.
It’s not just about numbers – it’s about building Better, Not Busier prosperity.
Once critical mass is lost, it’s hard to rebuild. Look at seaside towns that failed to keep enough open, active, and appealing – the decline is visible in empty streets and shuttered shops.
The challenge:
Ask yourself – What am I adding to our collective critical mass? And what would happen to our destination if we didn’t all play our part?
Working together starts with the basics
Every business should commit to a shared standard of welcome: warm greetings, good service, and accurate information, no matter where a visitor goes. This consistency builds trust and makes the whole town feel joined up.
A common story is equally important. Whether it’s through websites, conversations, or signage, we need to reinforce the same themes about what makes Lynton & Lynmouth special. When visitors hear the same message repeated, it strengthens their sense of place.
Cross-promotion is one of the simplest and most powerful tools we have. Recommending each other, stocking local products, and signposting onward discovery keeps visitors moving through the town instead of out of it. A visitor who came for coffee might also stay for lunch, a walk, or a shop purchase if we guide them to it.
Civic pride matters too. Looking after public spaces, reporting issues, and volunteering for improvements shows visitors that we care about our home. A tidy, cared-for town encourages people to linger and spend.
Pooling ideas and resources allows us to achieve far more than we could alone. Seasonal decorations, events, or promotions have greater impact when everyone joins in. The shared effort makes our destination more memorable.
Finally, sustaining energy is key. Innovation, enthusiasm, and consistency keep the experience fresh. Visitors notice when a town feels alive, and they return to recapture that feeling. Something as simple as handing a visitor a local leaflet when they ask about the area shows pride, extends their stay, and demonstrates how much our towns have to offer.
Think about it in practice
Cafés & Tearooms
A visitor asks where else to go. You hand them a town leaflet and highlight not just one option but three, so they stay longer in town.
Pubs & Inns
You run a “Local Night” with nearby beers and ciders, showing pride in place.
Restaurants
You feature a “Today’s Walks” board to encourage visitors to explore and return hungry.
Attractions
You offer joint promotions with cafés or shops – one ticket, multiple experiences.
Experience Providers
You give B&Bs discount codes for guests, creating a natural flow of visitors.
Retail Shop
You stock locally made gifts, signposting visitors to where more can be found.
Makers & Creators
You include business cards or leaflets from others who feature your products.
Accommodation Providers
You partner with local eateries and attractions so guests know there’s plenty to do during their stay.
Possible outcomes
When we act together and keep building critical mass, the benefits ripple through every part of the destination. The goal isn’t to chase busier streets or bigger crowds – it’s to be Better, Not Busier. By making the pie bigger, everyone gets a fairer share of prosperity.
Here’s what happens when every business plays its part:
Visitors see more reasons to stay, so they don’t just pass through.
Spending rises across the board as businesses feed into each other.
A stronger reputation for the towns takes root – “Lynton & Lynmouth have it all.”
The community takes pride in being part of something bigger.
The destination avoids the decline seen elsewhere.
Be Part of the Effort – Join Visit Lynton & Lynmouth
Working together only happens if we all contribute. One simple but powerful step is to become a member of Visit Lynton & Lynmouth. Your minimal membership helps us:
Keep the website current and full of fresh, useful content
Print and distribute promotional leaflets that showcase the area
- Create initiatives like this, to help bring everyone together
Advertise the destination where opportunities arise
Cover ad-hoc needs like promotional items, leaflet stands, and event displays
Pay for essential insurances and licences
And countless other behind-the-scenes costs that keep us visible and competitive
Nobody earns from this work – it is entirely voluntary. Every penny goes directly into promoting and protecting our destination. By joining, you’re not just supporting a committee – you’re investing in the shared prosperity of all of us, together.
