Worcestershire has introduced a collection of made-for-market experiences designed to give first-time and repeat UK visitors a deeper connection to rural English culture, craft and storytelling.
Each can be packaged as a standalone activity or combined into multi-day regional itineraries.
Be a Pub Landlord for the Day
Go behind the bar at the 500-year-old Queen Elizabeth Inn. Guests learn to pour their own ale, uncover local brewing traditions and meet the people who keep this village at the heart of community life. The day includes a guided visit to Elmley Castle and a classic pub lunch.
How might your clients enjoy stepping into the role of local host, rather than tourist?
Malvern Walks: Tracing Lewis & Tolkien
A gentle guided walk across the Malvern Hills, exploring landscapes that shaped the writings of C.S. Lewis and J.R.R. Tolkien. The route includes St Ann’s Well and ends with afternoon tea at a Georgian hotel.
Butter Making at Broadway Museum
Visitors churn butter by hand in a historic coaching inn setting, followed by a seasonal lunch such as hearty stew or a ploughman’s board. A sensory, tactile introduction to traditional food heritage.
Jewellery Making with a 7th-Generation Maker
Learn from a master jeweller rooted in a multi-generational family craft. Guests can rework existing silver or gold into a new piece to take home — a highly personal keepsake with real provenance.
Inside the Cold War Bunker at Broadway Tower
Descend into an original 1980s monitoring post beneath Broadway Tower. With guidance from specialist hosts, guests see how civil defence operated during one of modern history’s most uncertain chapters.
The Visit Worcestershire team can help develop tailored itineraries and share market insights on emerging products. The county offers fresh opportunities for international visitors seeking new destinations.
