Bath in Somerset is one of the shining jewels of UK tourism; it has everything a tourist could want from our green and pleasant land. Indeed, the mysterious nature of its origins as a shrine for ancient Britons, its status as ancient Roman spa and its location just thirty miles from Stonehenge, in the neighbouring county of Wiltshire, has made it a popular holiday spot for British and foreign visitors alike.

And if you want to take a wander through all of this amazing cultural heritage you can do a lot worse than checking out the Museum of Bath Architecture, the Victoria Art Gallery, the Museum of East Asian Art, the Herschel Museum of Astronomy and the Holburne Museum – as well as the famous Roman baths.

However, if you want to explore the UNESCO world heritage site even further, then Visit Bath’s – the city’s tourism and destination marketing organisation (DMO) – new campaign Unexpected Bath should be exactly what you need.

The campaign, which goes beyond the obvious tourist attractions to take visitors into the “unexpected” and “quirky” side of the western spa town, has been specifically designed by Visit Bath and its partners to create experiences targeted directly at students and millennials.

Activities include experiences from adventure experts Original Wild, walking tours from Bizarre Bath and a tour of the Electric Bear Brewing Company. One of the highlights will be the Bath on the Beach, where an area of the Royal Victoria Park will be  transformed into a tropical Caribbean Beach replete with sand, deckchairs, palm trees, volleyball and not to mention a beach bar will serving summer cocktails and Mexican street food.

“A creative and modern city, full of energy”

David James, chief executive of Visit Bath says; “Bath is a creative and modern city, full of energy and fun things to do and we are excited to be showcasing this alternative side. Our marketing strategies are really focusing on celebrating the best of the history and heritage of the city and its modernity.

“This new and innovative campaign will appeal to younger visitors, and once they have experienced Unexpected Bath we are confident that they will return to the city many more times. We are also delighted that the University of Bath will be working alongside us as an accommodation partner as this is the first time we have worked with them in this way.”