If popular tourist hot spots in the UK are seeing increased visitor numbers, then why aren’t they hiring more staff during the peak summer season? Sadly, it appears to be common practice that we’re seeing across the country.

Take Cornwall, for example. Domestic tourism to the area is up 10% on last year. Yet, according to the Recruitment and Employment Confederation (REC), there are 25% fewer hospitality jobs being advertised, compared to the same period in 2024.

Despite what might appear as bustling and profitable on the outside, many local hospitality businesses are being forced to make uncomfortable decisions.

A recent report revealed nearly 50,000 UK companies are now in “critical financial distress,” with hotels and restaurants among the hardest hit. The sector has seen a 41.7% increase in ‘critical financial stress’ indicators year-on-year, and travel and tourism has seen a 39% increase.

Why are hospitality businesses not hiring seasonal staff despite strong visitor demand?

Put simply, they cannot afford to.

It’s not just the rising wage and supplier costs, higher rent and ongoing energy bills that are eating away at already-tight margins. The preceding off-season hasn’t been as profitable, meaning there’s no financial buffer as they head into the busy summer period.

For some, it’s now cheaper to reduce opening hours or services than to bring on the staff they desperately need. We appreciate the paradox here. Popular tourist venues can’t afford not to trade at full capacity, yet they are.

These businesses are “trading through” difficulties in the hope that a good summer (albeit one run on skeleton staff) will fix their problems.

The owners aren’t just under financial pressure. Running a busy bar or restaurant without hiring extra staff to share the workload could easily lead to mental burnout and physical exhaustion.  

These aren’t new problems for hospitality businesses.

At TruSolv, we’ve seen this pattern before. Directors delay taking action, hoping that next month’s takings will solve this month’s liabilities. The truth is that for many, short-term cash flow problems are a symptom of longer-term structural challenges. Ignoring problems, especially during peak season when revenues should be strongest, only limits the options available later.

We’re not suggesting that these businesses need to close or will end up in insolvency. But early intervention is critical to keeping solutions available.

Speaking to a licensed insolvency practitioner doesn’t mean giving up.

Far from it. It means you’re taking a positive step towards getting expert guidance on your options and taking control of the situation before decisions are taken out of your hands.

Call TruSolv on 0808 196 8676 today.