How Bournemouth MUST Seize European Spotlight Beyond Football

The prospect of European football arriving at Dean Court next season represents far more than just another landmark achievement for AFC Bournemouth - it presents Bournemouth itself with a rare opportunity.

A minimum of four additional European fixtures at the Vitality Stadium will bring a fresh influx of visitors to the south coast, many of whom may never have stepped foot in the town before. For a club continuing to grow both on and off the pitch, and with stadium development discussions ongoing, there is every chance that attendance figures could continue to rise throughout the campaign as the development unfolds.

Europa League regulations stipulate that clubs must allocate five per cent of stadium capacity to away supporters. Whilst not as high as the Premier League's 10% figure, it means that over the course of the season - thousands of travelling fans from across the continent will descend on Bournemouth over the course of the 26/27 campaign.

And, as is often the case with European football, many supporters travel even without tickets - drawn by the atmosphere, the occasion and the opportunity to experience a different town or city.

Whether arriving by rail, road, sea or air, Bournemouth is set to welcome a level of international attention rarely seen in its modern history. The question now is whether the town itself is prepared to make a lasting impression.

In recent years, Bournemouth’s reputation has suffered setbacks. Viral online videos highlighting visible social issues, neglected areas and concerns around the town centre have painted an unflattering picture to outsiders. Yet, at the same time, AFC Bournemouth are enjoying the most successful period in their 127-year history, with the club becoming an increasingly recognisable name on the European stage.

Last week, Councillor Richard Herrett, cabinet member for destination, leisure and commercial operations at BCP Council, spoke of the authority’s excitement at welcoming supporters from across Europe next season.

"Everyone at BCP Council would like to congratulate AFC Bournemouth on qualifying for the Europa League for the first time in the club’s 127-year history," he said.

"This remarkable achievement underlines the extraordinary progress the club has made, and we look forward to giving a warm welcome to supporters from across Europe to our area next season."

Herrett, in an article from the Daily Echo, also praised outgoing head coach Andoni Iraola for helping elevate both the club and the town’s profile internationally.

"The work Andoni Iraola has delivered during his three seasons at AFC Bournemouth has significantly enhanced the club’s reputation on the global stage, firmly establishing the Cherries as a Premier League force."

Yet if Bournemouth truly wants to capitalise on this moment, there are significant improvements still required.

For many visitors, first impressions of the town are shaped long before they reach the stadium. Whilst it's at its higher level of passenger numbers ever, Bournemouth Airport remains relatively underdeveloped for a town with ambitions of becoming an internationally recognised destination. Better transport links, an expanded transport hub and more efficient public connections between the airport, train station and town centre would dramatically improve accessibility for overseas visitors.

The town centre itself also faces scrutiny. Persistent roadworks, inconsistent maintenance and a visible lack of cohesion in certain areas can leave Bournemouth feeling tired rather than aspirational. While the coastline remains one of the finest in the country, the route from transport hubs into the heart of the town does not always reflect the same quality.

Bournemouth’s Victorian and Edwardian heritage remains one of its greatest assets. Restoring historic buildings, preserving the character of the piers and transforming underused spaces into independent galleries, boutique shops and cultural venues could help redefine the town’s identity. Rather than competing with larger cities, Bournemouth could lean into its uniqueness - a coastal town blending heritage, culture and modern leisure.

The seafront also presents a huge opportunity for reinvention. Improved lighting, greener public spaces, accessible walkways and expanded outdoor dining areas would modernise the waterfront experience while enhancing the natural appeal of the coastline. European visitors increasingly seek destinations built around experience and atmosphere, not simply nightlife.

Equally important is the need to create a town that thrives year-round. Supporting independent businesses will be crucial. Bournemouth has long battled accusations of becoming overly reliant on generic chains and amusement arcades. Encouraging community ownership of vacant buildings and championing local entrepreneurs would help restore individuality and civic pride to parts of the town centre that currently feel neglected - by the way, Bliss and Toko are STILL empty.

To combat this, last year it was revealed that BCP Council is set to make Bournemouth town centre one of the first areas in the country to use new High Street Rental Auction (HSRA) powers introduced by the government in December 2024.

The scheme allows councils to step in and auction leases on commercial properties that have remained vacant for more than 12 months, providing they can deliver a positive economic, social or environmental benefit. 

A report due before cabinet stated that around 20 per cent of units in Bournemouth town centre are currently vacant - a figure broadly in line with the national average - but argues there is "great potential" to revitalise the area by bringing empty properties back into use. Funding has already been secured from the Ministry of Housing, Communities and Local Government to create a vacancy register and better understand the scale of the issue.

Herrett said the new powers could help build on recent momentum within the town centre. "Our high streets are the heartbeat of our communities and these new powers will help us keep them vibrant and thriving".

Speaking in 2025, he said: "Already this year we’ve seen fantastic new businesses opening their doors but by tackling long-term vacancies head-on we can create even more opportunities for local businesses and community groups to bring fresh energy to the town centre."

Meanwhile, Bournemouth West MP also Jessica Toale welcomed the move, saying empty shops represented "a real opportunity to transform" spaces for local businesses and community groups. Bournemouth East MP Tom Hayes added that the future of the town centre should focus not only on retail, but also on creating a place where people "live, walk, and spend time."

Rather than being viewed primarily as a destination for cheap holidays, the town could market itself around sustainability, wellbeing and outdoor living.

European football will place Bournemouth under a brighter spotlight than ever before. The football club has already proven what can be achieved through ambition, forward-thinking leadership and smart long-term planning.

Now the town itself has the chance to follow suit.