Visit Worcestershire, Worcestershire County Council’s tourism team, has been shortlisted for Destination of the Year at the UKinbound Awards for Excellence, recognising its success in raising the county’s profile with international visitors.
Over the past 18 months, Visit Worcestershire has strengthened relationships with the travel trade, including organisations such as Destination Management Companies (DMCs), travel agents and online retailers who are seeking distinctive and new English destinations, while building on established touring routes that already include neighbouring areas such as the Cotswolds. This approach has positioned Worcestershire as a natural extension for international tourist itineraries.
The initiative has already delivered tangible results, with contracts in place for some Worcestershire tourism businesses, bringing new overseas visitors to the county.
Councillor Alan Amos, Cabinet Member with Responsibility for Business and Skills at Worcestershire County Council, said: “This shortlisting reflects the quality of Worcestershire’s tourism offer and the real progress being made in linking local businesses with international travel markets. I want to congratulate the council’s Visit Worcestershire team on this recognition, which shows their continued focus on supporting businesses of all sizes, strengthening the visitor economy and delivering benefits for communities across the county.”
The county will host a familiarisation visit and product showcase in partnership with UKinbound this March, following strong early interest from the travel trade after its initial promotion. International travel trade buyers will visit Worcestershire as part of a three-day Discover Workshop. The visit will provide local, travel trade-ready tourism businesses with a rare opportunity to meet buyers face to face and showcase the county’s offer directly to key overseas markets.
The programme includes visits to tourism businesses and a dedicated trade event focused on developing partnerships between the buyers and Worcestershire’s trade-ready suppliers.
UKinbound members can now cast their vote to recognise the destination making the strongest impression on international visitors - https://www.ukinbound.org/events/awards-for-excellence-2025/.
The winner will be announced at the UKinbound Awards for Excellence Gala Dinner on Thursday 26 February 2026, as part of the UKinbound Annual Convention in Manchester.