Visit Worcestershire has marked the success of the ‘Discover Worcestershire and the Cotswolds’ familiarisation trip, delivered this week in partnership with VisitEngland, UKinbound, Cotswolds Plus and Great Western Railway, as part of English Tourism Week.
Worcestershire welcomed 29 inbound travel buyers from key global markets for a three‑day, whistle‑stop tour designed to showcase the very best of the county and wider region. The group was based at the award‑winning Stanbrook Abbey Hotel, offering a memorable introduction to Worcestershire hospitality from the moment they arrived.
The visit provided a major opportunity to position Worcestershire on the international tourism stage, highlighting its distinctive mix of heritage, culture, countryside and authentic English experiences. From iconic landscapes to hands‑on activities, the itinerary demonstrated why Worcestershire and the wider Cotswolds offer far more than the traditional visitor hotspots.
A key highlight was a dedicated business workshop hosted at Stanbrook Abbey, where 30 local tourism businesses met directly with international buyers. The event created a vibrant marketplace for Worcestershire and Cotswolds suppliers to showcase their products, accommodation and experiences, while forming valuable new relationships with the global travel trade. This direct engagement is vital in helping local businesses grow their international reach. Buyers gained first‑hand insight into the area’s bookable experiences and enjoyed an authentic slice of regional England, something increasingly sought after by visitors looking beyond the major cities.
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.
In the lead‑up to the event, both organisations worked closely with local businesses to support their journey towards becoming travel-trade-ready, ensuring they could confidently engage with international markets and maximise the opportunities created by this programme.
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.”
Sally Graff, Travel Trade Lead for CotswoldsPlus LVEP said, “Drawing on the strength and global popularity of the Cotswolds brand, we’ve been working closely with Visit Worcestershire, UKinbound and a wide range of local businesses to bring fresh, high‑quality bookable experiences to market – particularly in areas that are less well known but rich in authentic English character. Hearing buyers’ reactions as they discovered products such as pulling a pint in a traditional Worcestershire pub, making their own butter at the Broadway Museum, heading out on a farm safari, or even learning British etiquette shows just how strong the appetite is for experiences that connect visitors with real local life. These kinds of activities encourage people to spend more time – and money – within our communities, supporting the wider visitor economy and ensuring the benefits of tourism are felt across the wider region. Having strong LVEPs that work in partnership together is key to driving visitor dispersal and all year-round tourism.”
Andrew Stokes, VisitEngland Director said, “Supporting LVEPs and local businesses to grow their international reach is a key priority for us, and so we were delighted to sponsor the UKinbound Discover Workshop at Stanbrook Abbey Hotel. By partnering with Visit Worcestershire LVEP, Cotswolds Tourism LVEP and Great Western Railway, we were able to showcase a range of outstanding international‑ready products to UKinbound members. It’s brilliant to see such strong collaboration across the region, helping to open up new opportunities in global markets.”
Joss Croft OBE, CEO at UKinbound said, “Worcestershire and the Cotswolds offer international visitors an exceptional blend of heritage, landscapes and authentic English experiences, and we were delighted to bring this fantastic group of global buyers to the region. Familiarisation trips like this are vital, giving the travel trade the opportunity to discover new products first‑hand and understand how they can be woven into the itineraries they develop for international travellers.”
This successful VisitEngland and UKinbound pilot marks an important step forward in raising the profile of Worcestershire and the wider region on the global tourism stage. The programme has demonstrated the strength of cross‑regional collaboration and the clear demand for high‑quality, bookable experiences. Visit Worcestershire and its partners remain committed to ensuring the county continues to feature in future international itineraries, supporting long‑term growth for the local visitor economy.
Click here to discover more about the Worcestershire region.
