County aims to boost billion-pound tourism sector

West Midland Safari Park is one brand Visit Worcestershire believes could attract young families to the county

Plans have been unveiled to boost Worcestershire's billion-pound tourism economy by attracting more countryside lovers and young families.

The county's tourism sector is already worth more than £939m per annum and employs around 19,457 people working 6.8% of jobs in the area.

But a consultation recently revealed that poor M5 motorway signage, a lack of identity and concerns about flooding all negatively impacted the county's tourism.

Established brands, such as the Malvern Hills and West Midlands Safari Park, are just two attractions that Visit Worcestershire (VW) believes will help bring in its target audience.

Young couples and groups of friends will also be targeted, along with international explorers, largely from North America, Australia and France.

Feedback from the consultation, which included district councils and tourism businesses, also indicates the region's central location, local businesses and heritage are all seen as strengths to build on.

'Thriving visitor economy'

Councillor Marc Bayliss said the plans would "benefit all those who visit, live and work" in Worcestershire.

The cabinet member for economy, infrastructure and skills, at Worcestershire County Council, said: "This plan provides a framework to continue and develop a thriving visitor economy in Worcestershire.

"The strategy will help to improve our current visitor offering, raise awareness of the county’s potential and ensure our infrastructure is ready for growth."

The plan, officially known as the Destination Management Plan, is the first to be produced since the regional tourism organisation moved to Worcestershire County Council in April 2020.

Lorna Robinson, visitor economy manager for VW, said: "This new plan for growth shows Worcestershire’s ambitions to become a destination of choice for both regional visitors and international guests."

To align with the plan, a new private sector led local visitor Economy Advisory Group has been formed to have oversight and to review the progress of the strategy over the next five years.

The group is formed up of knowledgeable tourism professionals representing multiple sectors which form the county’s visitor economy.