10/09/2026
An update from Visit Somerset
Many in the Somerset visitor economy will know John Turner. John has been with Visit Somerset for over 15 years, bringing his tremendous energy and drive to develop the company into the county-wide Destination Management Organisation. This period, like any, has seen tremendous change, not least in an area of particular interest to John and that is digital innovation. John has invested in his own interest in Artificial Intelligence and taken on significant consultancy work, such that he has now taken the decision to step away from the company and focus entirely on this exciting area. The Visit Somerset board are delighted for John and many in our sector will share their sense of gratitude for his unremitting commitment far and wide, much of it selfless. John will issue a reflection on his many achievements separately.
For the last 12 months, John has shared the role of Chief Executive with Giles Adams, who now assumes this role in its entirety.
Giles, 61, has been a director of Visit Somerset since 2018 and Chair since 2019. He has worked in the leisure sector here in the county for most of his career. His family comes from Exmoor farming on his father’s side (including George Williams from Dulverton who founded the YMCA) and from Farrington Gurney on his mother’s and he has been based at Curry Mallet near Taunton since 1971, where his brother and niece farm Duchy of Cornwall land.
Having studied agriculture, Giles’ early career was in advertising, in particular handling tourism businesses ranging from campsites, holiday centres and hotels through to working with many local authority tourism accounts throughout the UK, coincidentally including Somerset, West Somerset and Bath City Councils.
He moved to become Marketing Director and later Operations Director for Snazaroo in Minehead who are a worldwide brand in face paints, the company founded from having a face painting concession in Minehead Butlins which developed into a manufacturing operation in the town. He dealt with high street retailers such as Ikea, Next, Argos, M&S and John Lewis along with distributors and retail chains in Europe and the U.S.A.
He returned to advertising and publishing in 2007, co-founding the market-leading What’s on Somerset magazine which he still produces as well as undertaking publishing, writing and public relations work for a number of Somerset clients. He was commissioned to produce the Visit Taunton guide in the years leading up to 2020 and was also engaged to provide business support programmes for visitor economy businesses by South Somerset District Council following the 2014 floods.
Giles commented, “It was an honour and privilege to be asked to Chair the Visit Somerset board and in that time we have seen tremendous change in the visitor economy. Somerset’s attributes as a visitor destination are exceptional and John Turner has been a strong force in championing our valued sector. He will continue to be a valuable advisor to the company going forward.”
“I have always been focussed on delivering for clients, in terms of what they have paid for and what they expect. My life has revolved around small business in particular and my concern at present is that those in government have low respect, understanding and empathy around businesses and the value that they bring to communities and the economy. I will be focussing my efforts on our ongoing work with members, focussing on precise areas where we can help them prosper in the current economic climate and to bring out the best in our quality, innovation, customer service and value for money in hospitality, entertainment and leisure.
“Consumer requirements, habits and booking patterns are changing, as are their methods of accessing information. Somerset has such a large range of superb facilities, venues and experiences and an important part of our work is how we communicate these attributes to the many different market segments so that we can deliver year-round benefits throughout the county.
“We will build upon the digital investments that the company has made so that all visitor economy businesses can utilise them to develop sales and improve margins. The Visit Somerset website continues to be No 1 in Google searches in all the key search areas and online availability and booking for accommodation and experiences maximises opportunity for members. Alongside this we will refresh what membership means and delivers for businesses, seeking to build on all our collective strength, innovation and talent. For non-members, we will soon be relaunching our membership and advertising opportunities as we seek to find more businesses looking to raise their profile within the visitor economy.
"Working more intensely all together means we can build the county profile further and grow business. That’s why we are here.
“The company is a founding partner in the Somerset & Exmoor LVEP and this means we are connected to VisitEngland strategy, along with the other counties of the south west, with whom we also partner to lobby about the many issues facing our sector.”
Visit Somerset members are encouraged to keep up to date with ongoing news and announcements at https://www.visitsomerset.co.uk/business/latest-news and to look out for our ongoing series of informal networking events around the county, recommencing at Middlewick near Glastonbury on 24th September. Giles can be contacted at any time on 07952 896995.
