Worcestershire is setting its sights on an ambitious new horizon with the unveiling of a cutting-edge Destination Management Plan. With a visitor economy already worth a staggering £939 million and providing jobs for over 19,457 individuals, the county’s latest strategy targets further growth. Taking into account the sustenance provided to 400 local hospitality businesses, the new plan aims not only to draw in a greater number of tourists but also to gain a foothold in international markets.
The strategy emerges as a profound commitment by the county to foster its flourishing tourism sector. Since the Worcester County Council’s takeover of the regional tourism body in April 2020, this marks the first such comprehensive plan. It is founded on exhaustive market research, identification of tourism trends, and stakeholder consultations, charting a course for an enhanced visitor experience and a stronger brand image for Worcestershire.
Enhancing Visitor Experiences through Collaboration
Central to Worcestershire’s new tourism blueprint is the ‘delivery through partnerships model,’ a collaborative effort designed to amalgamate the county’s resources. Engaging business leaders, district councils, and significant public agencies like Visit England, the model is driven to position Worcestershire as a premier destination. This collective aspiration is built on the belief that uniting stakeholders under a common goal can catalyze the transformation of the county’s tourism landscape.
A freshly established private sector-led Local Visitor Economy Advisory Group stands poised to provide oversight for the strategy. This consortium of tourism experts serves not just as a think tank but as stewards, ensuring the five-year plan unfolds successfully. They will monitor progress, advising and shifting focus as necessary to meet the boundless potential Worcestershire holds as a go-to destination for travelers worldwide.
Commitment to Sustainability and Accessibility
A pivotal aspect of the Destination Management Plan emphasizes sustainability and accessibility. It’s not just about increasing tourist footfall; it’s ensuring that visitor demographics are diverse and that Worcestershire’s cultural heritage, as well as its environment, are preserved for future generations to cherish. This twofold approach ensures that while tourism thrives, the ecological and cultural footprints are nurtured, balancing expansion with conservation.
Leaders like Councillor Marc Bayliss and stakeholders, such as Lorna Robinson, have praised the collective endeavor that has fueled the creation of the Plan. Worcestershire’s tourism sector is on the brink of an innovative age, where the visitor experience and regional economy are primed for unprecedented growth and development. For more detailed information, the comprehensive strategy can be accessed on the Visit Worcestershire website, detailing the roadmap ahead.
