The partnership will help raise awareness of the hospice's work across the county, while supporting the charity's Peter Rabbit™ in the warrens of Worcester trail, which comes to Worcester in summer 2027.
Visit Worcestershire will provide a package of destination marketing and promotional support through its channels and wider tourism campaigns.
As Charity of the Year, St Richard's Hospice will also feature throughout the 2027 Worcestershire Tourism Awards programme, creating opportunities to engage with the
county's tourism and hospitality sector, raise awareness of the hospice's work and generate valuable fundraising opportunities at the awards ceremony taking place on Friday 19 March 2027.
The partnership was officially announced at Visit Worcestershire's Summer Social networking event, attended by more than 70 representatives from the county's tourism and hospitality sector.
Councillor Adam Kent, Deputy Leader and Cabinet Member with Responsibility for Finance, Corporate Services and Business at Worcestershire County Council, said:
“St Richard’s Hospice is an organisation that means so much to communities right across Worcestershire, providing outstanding care and support to local families at the moments they need it most. We’re incredibly proud to strengthen our relationship by welcoming the hospice as both a Destination Support Partner and our Charity of the Year for the 2027 Worcestershire Tourism Awards.
This partnership demonstrates how Worcestershire’s visitor economy can deliver benefits far beyond tourism alone. By using the reach of Visit Worcestershire to support the hospice and promote the Peter Rabbit™ in the warrens of Worcester trail, we’re helping to create an event that will attract visitors, encourage people to explore our fantastic county, support local businesses and, most importantly, raise awareness and vital funds for an exceptional local charity.
The Worcestershire Tourism Awards celebrate the very best of our visitor economy, and it’s only fitting that they also provide an opportunity for the industry to come together in support of a cause that touches so many lives. I have no doubt this partnership will leave a lasting legacy for both St Richard’s Hospice and Worcestershire as a whole.”
Sara Matthews, Business Development Manager at St Richard's Hospice, said:
"We’re thrilled to be partnering with Visit Worcestershire to raise awareness of our 2027 trail and our care at St Richard’s.
“Peter Rabbit is one of the most beloved characters in the world, charming generations with his adventurous spirit, curiosity, and just the right amount of mischief. We can’t wait to welcome him to wonderful Worcestershire along with trail goers from all over the UK and beyond.”