Visit Worcestershire has announced the return of its annual Tourism Conference, taking place on 14 January 2026 at Sixways Stadium in Worcester. The free half-day event will bring together tourism and hospitality businesses to share insights and strategies for the visitor economy.
Now in its second year, the conference brings together a lineup of influential industry speakers exploring key themes, from emerging tourism trends and destination marketing to collaborating with the travel trade. The event will discuss how operators of all sizes in Worcestershire can continue to grow the sector beyond its recently achieved £1 billion annual value.
Councillor Alan Amos, Cabinet Member with Responsibility for Business and Skills at Worcestershire County Council, said, “Worcestershire’s tourism sector continues to go from strength to strength, contributing over a billion pounds to our economy. This conference will give local businesses the tools, ideas, and contacts they need to keep that success story going. It’s all about building a stronger visitor economy that benefits local people and local jobs.”
Speakers at the conference include:
- Joss Croft, Chief Executive of UKinbound discussing how and why to work with travel trade and lean into the work of Visit Worcestershire to attract international markets to the region.
- Catherine Warrilow, founder of The Plot, will share how businesses can perform better in online search rankings, tap into what consumers really think, and take away actionable tips to stay ahead in a competitive tourism market.
- Kathryn Davis, CEO of Visit West, will discuss how embracing the UK’s heritage can strengthen destination marketing, drawing on the Jane Austen 250th celebrations as a key case study.
The day begins with a networking breakfast, providing an excellent opportunity for attendees to connect with peers before the sessions start.
Local businesses have the opportunity to meet new clients and showcase their brand to tourism professionals by buying an exhibitor stand. Stands are available to purchase for £180 excluding VAT and can be booked by emailing the Visit Worcestershire team.
Attendees can register via the trade section of the Visit Worcestershire website, www.visitworcestershire.org
