Free Business Support in Bath: Paul’s Success Story

Paul Elliott, founder of City of Bath Guides, has a story of resilience, creativity, and relentless determination. From the fallout of a global pandemic to launching a thriving Bridgerton-themed tour business, he’s shown that reinvention is possible at any stage of life — especially with the right support. Read on to be inspired.

When the COVID-19 pandemic hit, Paul Elliott’s career in coach tourism came to a sudden standstill. Like many in the industry, he found himself out of work — with no safety net and no clear path forward.

“I was a sole operator, no insurance. Everything just collapsed,” Paul recalls. “The coach tourism industry was already in decline, but COVID destroyed it.”

But where others saw an ending, Paul saw an opportunity to rebuild – differently.

How it all started

Paul’s journey into entrepreneurship didn’t begin in tourism. His career started in marine engineering with the Ministry of Defence, designing warships and working on major projects like Trident and Polaris. But a passion for storytelling and people led him away from engineering and into sales, and eventually — through a chance encounter — into tour guiding.

“Someone said, ‘You’re a bit of a character. Would you like to drive clients around Bath and tell them the history?’” he remembers. “That’s how it all started.”

For years, Paul ran successful tours around Bath and beyond — until the pandemic forced a complete reinvention.

Rebuilding with free business support in Bath

“I was desperate. I tried everything,” Paul says. “That’s when I found the free Bath & North East Somerset Business Support Service, delivered by Cool Ventures.”

Through the programme, Paul accessed a range of fully funded business support — from one-to-one coaching to workshops covering marketing, branding, SEO, and digital skills.

“Everything was alien to me at first. But the courses broke it into bite-sized chunks, and gradually it started to make sense. I began putting the puzzle together.”

He embraced learning everything from Canva and Google Analytics to SEO and online visibility.

The rise of the Bridgerton Tour

While grounded during lockdown, Paul watched Bridgerton on Netflix — nine times.

“I realized the whole series was filmed around my doorstep. I had the knowledge. I had the story. I just had to package it.”

And so, the Bridgerton Tour was born — a walking tour that blends Paul’s historical expertise, theatrical flair, and local insights with the glamour of the hit show. Complete with 14 locations, over 30 supporting photos, and Paul’s characterful narration, the tour became a standout success.

“It’s been a gift,” he says. “I took a chance and started something new — and now it’s working. But honestly, I couldn’t have done it without the free support that’s available to business owners in Bath and nearby communities.”

Cool Ventures: “Like a picnic hamper of help”

Paul describes the support he received as “a picnic hamper full of helpful things.”

“You dip in and find what you need — one day it’s a sandwich, another day it’s a packet of crisps. And then you come back and find something new.”

Beyond the practical advice, Paul appreciated the encouragement, structure, and genuine human connection.

“You’re talking to real people who care. And if they don’t have the answer, they know someone who does.”

Looking ahead: innovation and adaptability

Paul continues to evolve, attending further training and exploring new business models — even joking about creating a hologram version of himself to lead tours in the future.

“In this business, you have to keep learning. Complacency leads to bankruptcy.”

With the rise of “set-jetting” tourism — where fans travel to see filming locations — Paul is keeping his finger on the pulse of trends in tourism and digital marketing.

Final thoughts

“If you’re stuck, Cool Ventures is the place to go. They won’t do the work for you, but they’ll give you everything you need to find your own way through.”