06 October 2026
The city’s Business Improvement District (BID) has invested in several new wayfinding initiatives designed to improve visitor experience and boost the economy in Southampton.
GO! Southampton has worked with Southampton Airport to install new wall signage, city images on trolleys and leaflet racking to connect the airport to the city and provide information for visitors as soon as they arrive.
Also, working with the city council, GO! Southampton is continuing to build relationships with the cruise industry to strengthen the city’s offer to cruise passengers and crew, encouraging them to spend more time and money exploring Southampton.
With over 3.5 million cruise passengers passing through each year, they are a significant benefit to the city’s economy and to raising our profile as a destination. And, since 2022, the BID has printed and distributed over 325,000 visitor maps, which have been made available to cruise passengers when they arrive into port as well as at transport hubs, hotels, cultural venues, student accommodation and events across the city.
As the BID prepares to go to ballot this month, GO! Southampton has revealed future plans to build on this work, which includes providing entertainment and park animation on peak visitor days, developing experiences around the city’s heritage assets and green spaces, and improving information available to cruise passengers before they arrive.
Angel Shtrbevski, Captain, Moxy Hotel said: “The BID’s work on establishing Southampton as a destination by supporting, promoting and organising events, helping reduce crime and elevating the profile of the city has led to more guests choosing to stay in Southampton and with us.”
Fay Draper, Lead Cruise Manager, ABP Southampton said: “Having worked with GO! Southampton since 2022, I have seen their commitment to making Southampton a leading destination. Their initiatives support local businesses, strengthen the visitor economy and bring real benefits to sectors such as cruise, helping to drive growth and investment across the city.”
As GO! Southampton prepares to go to ballot this October, there will be a continued focus on improving visitor experience in the city centre, says Stephen Manion, Executive Director of GO! Southampton. “Southampton is a fantastic city with so much to offer visitors. Our partnership working with the airport, council, port and businesses is absolutely vital to ensure visitors discover more of the city. Creating waymarked trails from the port into and around the city centre will make their experience much more enjoyable and rewarding”
Stephen added: “As we go to ballot, we want our work with partners to continue as we build upon and strengthen that welcome, while also looking at new ways to encourage visitors to stay longer.”
The BID’s ballot will take place from 30 October – 26 November 2026, giving BID levy payers the opportunity to vote on whether they want GO! Southampton to continue delivering services and improvements for another five‑year term.
Businesses can read the full plan and find ballot information here.