A brand-new Destination Management Plan has been published by Visit Worcestershire which is aimed at growing the county’s billion-pound visitor economy.
Worcestershire’s tourism sector is already worth over £939 million pounds per annum and employs around 19,457 people, which is 6.8% of jobs in the county. This new Plan sets ambitious targets to increase visitor numbers and to support over 400 local hospitality businesses, which will help the sector thrive and flourish over the coming years.
The new Plan sets out the county’s key markets for growth including international tourism as well as outlining a key ‘delivery through partnerships model’, with multiple stakeholders all responsible for implementing the new strategy. Supporting Worcestershire to become a destination of choice for visitors.
The strategy has been built on thorough market analysis, a review of current tourism trends and consultation with stakeholders which include the business community, District Councils, and public sector agencies including Visit England.
This Plan is the first to be produced since the regional tourism organisation moved over to Worcestershire County Council in April 2020. Showcasing a commitment to supporting tourism and hospitality businesses who operate in the county.
Councillor Marc Bayliss, 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. Targeting sectors of growth which will benefit all those who visit, live and work here. 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 current outlook of the Worcestershire visitor economy is referenced within the document, highlighting the visitor perceptions, current key markets, benefit to local communities and value to the local economy.
The delivery and areas for action of the Plan will firmly be shaped around the Worcestershire experience, Worcestershire brand and the Worcestershire welcome. With accessibility and sustainability at the heart of the organisation’s activity ensuring access for all and preserving our offering for future generations.
Lorna Robinson, Visitor Economy Manager for Visit Worcestershire said: “This new plan for growth shows Worcestershire’s ambitions to become a destination of choice for both regional visitors and international guests. Showcasing our rolling countryside and over a thousand years of history – it’s time to shine a brighter light on the county’s assets. The launch of this new plan is the culmination of 12 months hard work and I would like to take this opportunity to thank all of those businesses, partners and peers who gave their time to give us feedback and shape the document.”
To align with the Destination Management 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. Chaired by Mark Bevan from Gemini Hospitality Group and Vice-Chaired by Beverley Haywood from Astley Vineyard.
To view a copy of the Destination Management Plan, please visit the Destination Management Plan pages of the Visit Worcestershire website.
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