Open for Business

Vision and Objectives

Worcestershire has one of the fastest growing local economies in the country. Being “Open for Business”remains the key priority for the Council. This is vital if both individuals and businesses are to achieve their full potential and if Worcestershire is going to continue to prosper.


A successful and growing local economy will generate wealth for residents and businesses, and this growth will increase Council income, enabling us to invest more in those areas that our residents and businesses tell us are most important to them.


Promote a World Class Worcestershire – support and play our part in delivering the economic vision

We have worked closely as part of the Worcestershire Local Enterprise Partnership (WLEP) to develop a 10 year Strategic Economic Plan which sets out our ambitions through to 2025. We aim to boost the economic value (Gross Value Added – GVA) of the county by around a third (£2.9bn), create 25,000 extra jobs and build 21,500 new homes by 2025. We have spoken to more than 1,200 local businesses, which make up over 50% of the private sector workforce in Worcestershire, so we know what support and help is needed to achieve our ambition.


Worcestershires Economy Performance

We will promote and support businesses in the county or those relocating to Worcestershire and strive towards becoming an entrepreneurial county that encourages businesses (both large and small) to innovate, push the boundaries and trial new concepts and ideas.


We will seek to:

  • Support the growth of existing businesses
  • Provide direct support, particularly to start-ups,
  • to help them survive and then grow
  • Improve skill levels in the county and support
  • the development of a skilled workforce
  • Attract inward investment into the county
  • Act in a business friendly way

Our continued investment in Worcestershire’s transport and digital infrastructure is essential to provide businesses with improved access to markets and to support economic growth.


Transport infrastructure investment will be targeted to unlock the potential of key employment and housing development sites across the county.


Reducing journey times across the county and beyond is a key ambition, with investment focusing on improving access to national and global markets and enhancing connectivity between key economic centres. Our priorities for investment include:


  • Worcestershire Parkway Rail Station, to improve access and reduce journey times to Bristol, Birmingham and London and in due course provide links with HS2 at Birmingham
  • Completing the dualling of the Southern Link Road (A4440) from the M5 across the River Severn to the Powick roundabout
  • Increasing capacity and reducing congestion on the A38 in Bromsgrove


Availability of Fibre Broadband


As an excellent commissioning-based authority and one of the largest employers in the county, we will always encourage the use of the local supply chain and consider the impact of our decisions on the local economy.


Deliver “Game Changer” employment sites and locations

The Worcestershire “Game Changer Programme” is a flagship initiative. Working with key partners and the private sector we are developing schemes across the county that will deliver employment sites with a significant economic impact. Current game changer sites include:

  • Worcester Growth Corridor
  • Malvern Hills Science Park
  • South Kidderminster Enterprise Park
  • Redditch Eastern Gateway

We will continue to support partners and the private sector with the identification and delivery of sites that provide major opportunities to attract market-led investment, and create employment opportunities in Worcestershire. For example, Blackmore Park in Malvern and the Food Enterprise Zone as part of the Evesham Vale Park development.

We will also seek to create and sustain high quality city and town centre spaces offering a wide range of opportunities for living, working and recreation. Our programme of town centre improvements in Kidderminster, Redditch, Droitwich, Worcester and Bromsgrove will be extended to include other locations, increasing the opportunities for further private sector investment and employment growth.

Create a World Class Workforce


Reduction in the percentages of 16 to 24 year olds who are claiming job seekers allolwance

Our ambition is for all children and young people in Worcestershire to contribute to, and benefit from, increased prosperity in the county. We will champion work experience and apprenticeship schemes, supporting both young people and employers to increase the number of opportunities in our key economic sectors.



How will we judge progress?

  • An increase in the number of jobs in our key economic sectors
  • Increased Gross Value Added (GVA) of Worcestershire’s economy
  • Reduced journey times to key economic centres
  • Increased productivity of Worcestershire’s economy
  • An increase in the average salary for Worcestershire-based jobs
  • Improving coverage and take-up rates of superfast broadband

Download the full Shaping Worcestershire's Future Plan for Worcestershire 2017 to 2022