The survey, conducted in June-July 2024, attracted over 900 respondents of which 765 had visited Worcestershire and were then able to complete the survey.
The data collected will provide valuable insight into measuring visitor satisfaction, in line with the recently published Destination Management Plan.
Key Highlights
- Overall satisfaction levels for Worcestershire are at 91%
46% of respondents were very satisfied and 45% were satisfied with their visit to Worcestershire.
- 91% of respondents would recommend Worcestershire as a destination to visit
52% would be highly likely to recommend Worcestershire with 39% likely to recommend the county.
- 95% of respondents would visit Worcestershire again
63% of respondents would definitely visit again and 32% were likely to visit again.
- 2.59 Nights
The mean number of nights stayed in the county.
- Key incentives for visiting
Short breaks, visiting family & friends and visiting an attraction or event.
What did people have to say about Worcestershire?
“Full of gorgeous villages, delightful walks, breathtaking vistas and very friendly people. We were amazed by the diversity of attractions and green spaces to enjoy.”
“The Wyre Forest is amazing, the places to eat out were clean and the staff always seemed friendly, life seemed calmer!”
“I love the history of the place, the lovely streets full of bars and restaurants. The city has such a nice feel about it, walking the riverside, and going to the cathedral. It’s the perfect place...”
Councillor Adam Kent, Cabinet Member for Economy and Skills at Worcestershire County Council, said: "I’m absolutely thrilled by the results of this survey, which paint a glowing picture of Worcestershire as a top-tier destination! With a staggering 95% of visitors eager to return and 91% ready to sing our praises, it’s clear that our county is not just meeting but exceeding expectations.”
“From our breathtaking landscapes and vibrant history to our welcoming people and diverse attractions, Worcestershire truly offers something special for everyone.”
“These findings are a testament to the hard work and dedication of our local businesses and communities, and I can’t wait to see how we build on this momentum to make future visits even more unforgettable."
Overall, visitor satisfaction in the county is very high and showcases that Worcestershire is meeting guests' needs, with the variety of attractions, great food and drink and a warm Worcestershire welcome.
This has been supported by recent national press features which include inclusion in the Best Places to Go in the UK & Ireland in 2024 by Condé Nast and highlighted as the UK’s best staycation destination by Auto Finance.
The county has also seen 54 attractions and 37 accommodation providers appear in TripAdvisor’s Travellers Choice Awards, which recognises the top 10% of global tourism businesses for providing exceptional experiences for visitors.
The report also highlighted a number of improvements to enhance visitors' experience which included access to information when visiting, more affordable accommodation options and better public transport links.
The data will be reviewed to help grow the sector and set benchmarks against Worcestershire’s Destination Management Plan. The survey will be replicated in 2026 and 2029 to gather further insight.
