Worcestershire tourism businesses have been given a major opportunity to reach new international markets during English Tourism Week, as the county welcomed 29 global travel buyers for a three-day visit.
The familiarisation trip, delivered with support from Cotswolds Tourism, VisitEngland, UKinbound and Great Western Railway, showcased the best of Worcestershire and helped local businesses connect directly with international tour operators.
Welcoming such a large group of travel trade buyers has significant economic value for the county. According to UKinbound, the travel trade is responsible for 43% of all inbound tourism to the UK, meaning strong relationships with international buyers play an important role in supporting local jobs and attracting year round visitors.
For Worcestershire businesses, engagement with the travel trade can open doors to new markets and help secure long term, sustainable growth.
In the lead up to the event, both Visit Worcestershire and Cotswolds Tourism worked closely with local businesses to support their journey towards becoming travel trade ready, ensuring they could confidently engage with international markets.
A key highlight of the trip was a dedicated business workshop hosted at Stanbrook Abbey, where 30 Worcestershire and Cotswolds tourism businesses met directly with international buyers. The workshop created a vibrant marketplace for suppliers to showcase their products, accommodation and experiences, while forming valuable new relationships with the global travel trade.
Lorna Robinson, Visitor Economy and Destination Manager at Visit Worcestershire, said: “We’re delighted with the success of the trip and the feedback from buyers. Many were genuinely surprised by the quality and depth of what Worcestershire has to offer – not just our attractions and landscapes, but our people. The energy in the room at Stanbrook Abbey was fantastic, with businesses confidently pitching and forming new relationships. I’m incredibly proud of how our region presented itself, and I’m excited to see Worcestershire featured in future itineraries as a result.”
The programme also reflects the strong collaboration between Visit Worcestershire and Cotswolds Tourism, both committed to driving sustainable tourism growth and encouraging visitors to explore further across the region.
Visit Worcestershire and its partners remain dedicated to ensuring the county continues to feature in future international itineraries, supporting long term growth for the local visitor economy.
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