Over 120 tourism professionals from across Worcestershire gathered at Sixways Stadium on Wednesday (14 January) for the fully booked Visit Worcestershire Conference, highlighting strong momentum and growing confidence across the county’s visitor economy.
Hosted by Visit Worcestershire and Worcestershire County Council, the event provided a platform for industry leaders to connect, exchange ideas, and explore the latest trends shaping the county’s visitor economy.
The conference opened with a keynote from Visit Worcestershire, highlighting the organisation’s exciting work plans for 2026 and outlining an ambitious year ahead for Worcestershire’s tourism sector.
Attendees then participated in four additional inspirational keynote sessions, covering topics such as future visitor trends, attracting international tourists, marketing tips on a budget, and insights from Visit West’s successful heritage destination project.
Local businesses also showcased their offerings at exhibitor stands, sparking collaborations and partnerships designed to strengthen Worcestershire’s appeal to visitors.
The event buzzed with energy as suppliers and professionals networked and explored new opportunities.
Councillor Alan Amos, Cabinet Member with Responsibility for Business and Skills at Worcestershire County Council, said: "Worcestershire’s landscapes, heritage, and communities make it a truly remarkable place to visit, and I’m proud to see our tourism sector thriving. Supporting small and medium-sized businesses across the county is a priority, and events like this highlight the huge potential for growth."
Lorna Robinson, Visitor Economy and Destination Manager at Visit Worcestershire, said: “There’s no better way to start the year than being surrounded by such an enthusiastic tourism and hospitality sector. The room was buzzing with conversation and ideas. Our annual conference gives us the opportunity to celebrate shared achievements, including reaching a £1bn visitor economy value last year, while also looking ahead to what’s next. It allows us to highlight how, together, we can move beyond the billion, ensuring the sector continues to thrive and putting Worcestershire firmly on the tourism map.”
The success of the Visit Worcestershire Conference underscores the organisation’s commitment to supporting local businesses and driving innovation across the tourism sector. The enthusiasm and ideas shared throughout the day are expected to set the stage for a transformative year for the county’s visitor economy.
For future events and for further information on how Visit Worcestershire supports the tourism sector, go to visitworcestershire.org/trade
