Worcestershire’s visitor economy has hit a record milestone, generating £1.05 billion in 2024, the first time the county’s tourism sector has exceeded the £1 billion mark.
The latest figures show a 9% rise compared with 2023, cementing tourism as one of the county’s fastest-growing industries.
The county welcomed 1.3 million overnight stays in 2024, a 12% increase that bucks the national trend. While England and Great Britain reported a 10% fall in domestic overnight trips, Worcestershire surged ahead, proving itself a destination of choice for visitors.
Visitors are also staying longer, with a 6% increase in nights spent across the county. This uplift has brought more spending into Worcestershire’s attractions, restaurants, shops, and accommodation providers.
The sector now supports 21,185 local jobs, up 10% on 2023, demonstrating its growing contribution to the county’s economy.
Councillor Alan Amos, Cabinet Member with Responsibility for Business and Skills at Worcestershire County Council, said: “This figure shows that the tourism sector is a vital part of the Worcestershire economy. More people are choosing to visit, stay longer and spend more here, which is a huge boost for local businesses and creates local job opportunities. Worcestershire has enormous potential to grow further as a visitor destination, and we’re determined to build on this success so that even more people choose the county to experience all we have to offer – particularly for a short break.”
These record-breaking figures follow the launch of Visit Worcestershire’s Destination Management Plan, a five-year strategy introduced in 2024 to grow and strengthen the county’s visitor economy.
Building on this success, Visit Worcestershire is developing a series of exciting new initiatives to highlight the county’s appeal as a must-visit destination. These include a fresh focus on Worcestershire’s heritage, the return of the popular Taste Worcestershire event, and continued engagement with international travel agents to broaden the region’s global reach.
