Worcestershire Tourism Crosses £1 Billion Milestone for First Time—A Landmark Achievement for the Region

Tourism in Worcestershire has surpassed £1 billion in annual revenue for the first time, marking a historic achievement that signals the county’s thriving visitor economy and growing status as a tourism powerhouse within the United Kingdom. The region’s record-breaking growth is driven by increases in both day trips and overnight stays, with popular destinations such as Malvern, Worcester, and the Severn Valley drawing more visitors than ever before.

Overnight stays in Worcestershire have jumped 10% in the past year, with Malvern alone reporting a boost of nearly £80 million to its local economy. Day visits account for 93% of total trips and 71% of tourism spending, showing the continued importance of local attractions and short-break travel for domestic visitors. International tourism is also on the rise—spending by overseas visitors grew by 31% last year, reflecting increasing appeal among global travelers.

This milestone reflects the county’s effective investment in cultural events, hospitality, and infrastructure, further enhanced by accolades at the Visit Worcestershire Tourism Awards and high-profile strategic planning by local councils. Experts anticipate that with sustained marketing, new product innovation, and sector collaboration, Worcestershire will continue to see robust growth and play a more prominent role in driving tourism within both the West Midlands and the broader UK.

Key Points:

• Worcestershire tourism generates over £1 billion annually—a historic first for the region.

• 10% rise in overnight stays; Malvern’s economy boosted by £80 million.

• Day trips make up 93% of visits, 71% of local tourism spend.

• International visitor spending rose 31% in the last year.

• Record growth driven by events, improved hospitality, and award-winning local attractions.

Worcestershire’s tourism surge secures its place as a top regional destination, promising continued prosperity and broader recognition on the national tourism stage.