The latest tourism data for Worcestershire reveals an impressive 11% increase in the number of nights that tourists are staying in the county, contributing to significant economic growth for Worcestershire in 2023.
Visitors now stay an average of 3.15 nights per trip, surpassing pre-pandemic levels and cementing Worcestershire's status as a leading destination for short breaks.
This increase in nights spent in the county has translated into higher spending, with an 8% rise in expenditure by overnight visitors when accounting for inflation.
Tourists now spend an average of £170.56 per trip, underscoring the county’s growing appeal and its ability to deliver a warm Worcestershire welcome to visitors.
Notably, Worcestershire has outperformed the national average for overnight stays, as the rest of England and Great Britain reported a 5% decline compared to 2022. This strong performance highlights Worcestershire’s continued popularity and resilience in the competitive tourism market.
Councillor Adam Kent, Cabinet Member for Economy, Infrastructure and Skills at Worcestershire County Council, said: “Worcestershire’s tourism success story continues to go from strength to strength, with visitors staying longer, spending more, and choosing our county as a premier destination for short breaks.”
“This remarkable growth not only showcases the resilience and appeal of Worcestershire’s vibrant attractions, natural beauty, and welcoming communities but also underscores the hard work of our tourism sector in delivering exceptional experiences.”
“As we edge closer to a £1 billion visitor economy, it’s clear that Worcestershire is firmly on the map as a must-visit destination, boosting our local economy and creating opportunities for businesses across the county.”
Day trippers to Worcestershire are also spending 6% more in real terms, delivering increased revenue for the county’s attractions and destinations.
The tourism sector's annual value to Worcestershire’s economy has now reached £961 million - a 2% increase from 2022. This growth aligns with the goals of Visit Worcestershire’s Destination Management Plan, a strategic roadmap designed to propel the county's tourism industry towards achieving a £1 billion visitor economy.
Worcestershire’s robust performance in 2023 demonstrates its appeal as a top-tier tourist destination, offering a compelling mix of natural beauty, historic landmarks, and vibrant local culture that continues to attract visitors from across the UK and beyond.
