• Visitors on the bridge at Croome Court

Heritage / Family / Food & Drink / Couples / The Great Outdoors

Why Worcestershire is beginning to take centre stage as the destination to visit in 2024

Recently named one of the Best Places to Go in the UK & Ireland in 2024 by Condé Nast, Worcestershire is gaining more traction as a destination to visit.

For too long the county has been overshadowed by other regions and destinations, but visitors are finally recognising the county’s tourism offering resulting in increased overnight stays and day visitors.

Worcestershire’s scenic countryside and waterways, cultural heritage, culinary excellence, warm welcome and entertaining family attractions drive visitors from across the UK as well as international visitors.

Two areas of National Landscapes (previously AONB), Malvern Hills and Bredon Hill, paint the picture for rolling landscapes and breathtaking viewpoints. Luring visitors for rural countryside breaks and walking holidays.

Malvern Hills

Quintessential English villages are located across the whole of Worcestershire. Inkberrow was recently named one of the prettiest villages in the UK boasting its collection of chocolate-box thatched cottages and miles of countryside walks. Broadway which is often referred to as the ‘Jewel of the Cotswolds’ has welcomed visitors for centuries. Moving to 2024, Broadway is the picture-perfect English village with independent shopping, a tree-lined High Street and Cotswold-stone buildings.


Worcestershire’s diverse accommodation offering provides visitors with plenty of choice and comfort for a short break. Many of the establishments capture the destination's regional character, with a welcoming atmosphere and local insight. From unique farm diversifications to lavish spa hotels the county’s accommodation options are not short in the terms of quality.

Wagtail Retreat

The ever-growing food and drink scene is celebrated through Worcestershire’s agricultural heritage, with an emphasis on local produce. Home to award-winning restaurants such as Cottage in the Wood, where their seven-course tasting menu is a gastronomic journey through Worcestershire, using locally sourced ingredients meticulously prepared by chefs. Recently the county has been recognised for its English wine production, with this small part of the country leading the way in championing the grape-to-glass message. Both Astley Vineyard and Deer Park Wines offer experiential tours and tastings for visitors.

Deer Park Wines

The county’s historical heart is embodied in the surrounding towns and villages. The city of Worcester tells the story of over a thousand years of history, where visitors can stroll through traditional cobbled streets or discover the famous landmark of Worcester Cathedral, housing the resting place of royal kings. Whereas nearby Evesham tells the tale of Simon de Montfort and the Battle of Evesham which is marked with England’s largest 13-century battle re-enactment on the first weekend of August each year.

Worcester Cathedral

Family favourite attraction Severn Valley Railway provides a fascinating journey back in time for both young and old. Whilst West Midland Safari Park is drawing visitors with its new immersive overnight experiences, where guests stay in luxury lodges with views of some of the Park’s most popular animals. The region's other animal attractions, All Things Wild, Attwell Farm Park and Little Owl Farm Park, are also increasing in popularity, with interactive exhibits and seasonal events. Worcestershire welcomes families to create memories that will last a lifetime.

Safari Lodges at West Midland Safari Park

With visitor's interest in experiential tourism ever-growing, Worcestershire’s waterways provide adventure-seekers with exciting activities. Wittering SUP focuses on wellbeing experiences, allowing visitors to connect to nature via a paddleboard. Their approach is to escape the stresses of everyday life and appreciate the beautiful surroundings of the waterways.

Aztec Adventure provides the perfect balance of excitement and relaxation with a number of water-based activities. From open-water swimming to beginner’s sessions on canoeing, the activities can create the perfect itinerary for a wellbeing retreat in Worcestershire.

Aztec Adventure

Make Worcestershire part of your story in 2024.

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