Could Princetown's tourism struggles threaten its future?

Business owners in Princetown are increasingly concerned about the economic future of the village, as tourism appears to be in decline.

The closure of HMP Dartmoor, combined with financial pressures such as the cost of living crisis, is raising questions about what is driving this downturn.

One of the businesses affected is The Ramblers’ Rest, a guest house situated in the heart of the village.

Despite winning Channel 4’s Four in a Bed in May 2024, an achievement that typically brings a surge in bookings, the business has reported a significant decline over the past year.

Run by Nikki and Terry Hirst, the couple said they receive excellent reviews and even offer a hot spa pool, a feature Nikki believes should help generate additional revenue. 

ABOVE: Nikki and Terry are Four in a Bed winners 

However, she explained: “We have had a drop despite these additional factors.”

The couple moved to Princetown in 2021, where they live with their two sons. 

Nikki is a former and current teacher of Business and Computing, while Terry is a carpenter.

The closure of HMP Dartmoor has also impacted the business, as Nikki explained: “We are impacted a little by the closure of the prison and lost a few family visitors.”

Another factor affecting the business is the upcoming closure of the Dartmoor Visitor Centre, housed in the old Duchy Hotel buidling.

One of the main driving forces for tourism in the village, the centre is run by the Dartmoor National Park Authority. 

However, due to financial constraints, it is expected to close in October 2025.

Nikki voiced concerns about the closure, saying: “We are also really concerned about the imminent closure of the Dartmoor National Park Visitor Centre. As a village, we are trying to plan for some form of presence but are worried that the National Parks have engineered the decline of the Princetown centre in comparison to the others due to the simplicity of the smaller centres. We do appreciate that funding is increasingly difficult but feel that Princetown is struggling to keep its head above water. If tourism drops and we lose key areas of interest and employment, the socio-economic impact could be devastating.”

In contrast, Duchy House B&B, which also operates in the village, told The Moorlander that the closure of the prison has not had a significant impact on their business.

A spokesperson for the B&B said: “Aside from the occasional visiting professionals and staff that used to stay with us, the closure of the prison has had minimal impact on Duchy House B&B and therefore we have not really seen any change, although this may not be the case for other businesses in Princetown.”

They continued: “The current economic factors are affecting all industries, not only tourism, so we have to react to this accordingly. Over the last couple of years, we have invested in creating an award-winning business where Dartmoor is at the centre of our focus, and as such, forward bookings for the year ahead are strong.”

The B&B explained that most of their guests, many of whom are European, come to Dartmoor to experience the natural landscape and engage in outdoor activities.

They added: “This will not change, regardless of whether there is a prison or not.”

The spokesperson continued: “As a business, if you offer a good product or service and offer value for money then people will use it.”

The Moorlander also reached out to Dartmoor Forest Parish Council, which covers Princetown, to gain a better understanding of the village’s economic situation.

In response, the council clerk stated that they are aware of the impact that the prison closure is having on local businesses and are highly concerned about the potential further implications should the Visitor Centre close at the end of October.

The Moorlander understands that councillors are in contact with business owners in the village.

Rory Atton, a local business owner of Dewerstone, an outdoor clothing and equipment shop in Princetown, told The Moorlander: “Princetown, at the minute, feels a little bit neglected and it all seems to stem back to the same people.”

One of Rory’s criticisms was that the Duchy of Cornwall has not been an effective leader in supporting businesses in Princetown, leaving some buildings in a neglectative state too. 

Rory said that this is neglect in both in terms of the actual physical building, and neglected in their responsibility to the village that the Duke of Cornwall named after himself. 

His other worry is that with the upcoming closure of the visitor centre and the current closure of the prison, the prison museum may also shut down as both are operated by the Ministry of Justice.

For example, if the prison were to permanently close, so too would the prison museum, another tourist attraction that Rory fears could be lost forever.

Rory, originally from Bristol, moved to Princetown five years ago to open his business. 

Now, he worries that he may have to relocate to an area with stronger tourism.

“Local businesses will be affected. The village is already affected. This list of failed projects and increasingly empty buildings is due to poor leadership of the Duchy in the village,” he said.

“If {the Duchy of Cornwall} have a plan, they need to share it with their community. If there is a strategy, they need to share it with their stakeholders and the community. If there is a plan, they need to be more transparent, because nobody knows anything.”

The Duchy of Cornwall’s land on Dartmoor is the largest landholding in its portfolio and comprises approximately one third of Dartmoor National Park.

The Duchy owns land that includes Princetown and also owns the building that currently houses the tourism centre until it closes in October.

After this closure, it is unclear what will happen to the visitor centre, which is located in the old Duchy Hotel building.

A Duchy of Cornwall spokesperson said: “We are mindful of the role that key buildings such as the Visitor Centre play in supporting Princetown and the local community. The community and its people have been a big theme during the recent public consultation on the long-term vision for Dartmoor. We will continue to work with the community and other stakeholders to overcome challenges and ensure Princetown has a bright future.”

In some positive news, The Moorlander contacted the Dartmoor Preservation Association to understand if taking over the visitor centre was something they would be interested in.

CEO of the Dartmoor Preservation Association, Tom Usher, told The Moorlander: “The Princetown Visitor Centre is an important resource for Dartmoor. Its closure, at the same time as the prison and prison museum shutting, is a great shame for the village of Princetown. We are very glad that campaigning by the DPA and others has won a six-month reprieve but we now need a long-term plan.

“If there is no more government funding for this key site, then the next best solution is for local businesses to take it on, with volunteers and community. The DPA are keen to support that effort.”

The Moorlander also contacted Princetown’s local MP, Sir Geoffrey Cox, who covers Torridge and Tavistock, to understand if he was keen to support the village and help them through their tourism struggles.

He said: “It is extremely disappointing that after having secured additional funding in the last two years from the previous Government to keep the Visitor Centre alive, it was not possible to persuade the new Government to make available similar sums to Dartmoor National Park Authority for that purpose. As a result, over recent weeks I have commenced discussions with local residents, the Dartmoor National Park and the Duchy of Cornwall with a view to ensuring this lovely building will find a use that can both enhance local businesses and the wider community as well as maintain a visitor centre.

“I have been reassured to hear that the Duchy is working with the National Park and community representatives to discuss the future arrangements for the building, and that the Duchy recognises the benefits that the building with a visitor information element brings to the economy of Princetown. 

“In addition, while the news of HMP Dartmoor’s temporary closure in the Summer was disappointing, last autumn I met the Prisons Minster who assured me there was a continuing intention to reopen the prison.  I am in dialogue with the Prisons Minister and continue to seek answers from the Government on the future of the prison and when residents and those who rely on its operation in Princetown can expect it to resume its functions.”