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Partnership announced to encourage visitors to travel by train

Visit Worcestershire partner with West Midlands Trains

Worcestershire’s official tourism organisation has joined forces with one of the leading train operators in the county, West Midlands Railway, to encourage leisure travel to Worcestershire. Connecting visitors with the county’s towns, picturesque countryside and extensive heritage.

With an increase in leisure travel post-pandemic, the partnership is set to unleash Worcestershire’s visitor offering for those travelling by rail. Showcasing the region’s unique visitor experience to the West Midlands and beyond. As well as West Midlands new trains fleet that offer customers an enhanced experience, free onboard WiFi, at seat USB and plug sockets, more seats and storage and greater accessibility.

The strategic partnership will form joined up approaches on marketing activity and promotional initiatives. Which includes travel itinerary’s, social media campaigns, visitor information and seasonal guides.

Councillor Marc Bayliss, Cabinet Member for Economy, Infrastructure and Skills at Worcestershire County Council, said: “This is another fantastic collaboration to encourage visitors to utilise our transport network and connectivity. Not only increasing Worcestershire’s profile of a visitor destination but encouraging more sustainable travel choices.”

Travelling by train is often one of the most greenest forms of travel and this partnership will increase the visibility of greener travel options for tourists visiting the area.

There are a total of 13 stations in the county on the West Midlands Railway network, with many of Worcestershire’s prime tourism assets located on the line. From the J.R.R Tolkin inspired streets of Great Malvern, the historic city of Worcester and the independent culinary experience of Bromsgrove’s dining scene to just name a few.

Laura Donnelly, Head of Sales and Marketing at West Midlands Railway, said:

“We are committed to supporting tourism in the region which is why we are collaborating with Visit Worcestershire.

“The partnership will help us connect passengers with the county, boosting leisure and hospitality in Worcestershire and the West Midlands.”

This brand-new partnership will elevate Worcestershire’s visitor destination awareness and to encourage visitors to travel by train on the West Midlands Railway fleet, which includes brand-new Class 196 trains. The new additions to the line allow passengers to travel in style with intelligent air conditioning, plug and USB chargers at every seat and extra storage space.

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