Visit Worcestershire strikes gold with national award

The internationally recognised Green Tourism Awards celebrate destinations that go above and beyond in delivering high-quality, sustainable visitor experiences.

The judging panel recognised Visit Worcestershire and Worcestershire County Council's forward-thinking initiatives, which led to the highest certification possible for tourism destinations.

As more travellers seek environmentally responsible experiences, this accolade makes the county the place to visit for regenerative tourism. It also supports Visit Worcestershire’s ambition to grow the local visitor economy to over one-billion pounds annually in the next five years.

Lorna Robinson, Visitor Economy and Destination Manager, said: “We are absolutely delighted to have achieved the Gold Award – it’s fabulous recognition of the incredible work going on across Worcestershire to put people, place, and the visitor experience at the heart of everything we do. This isn’t just a badge – it’s a signal that Worcestershire is serious about being a leading destination for responsible, regenerative and highly enjoyable travel.

"From supporting local producers through Taste Worcestershire to improving access with green transport and biodiversity projects, we’re proud to be flying the flag for a better way to travel. I’m so proud of our team, our partners, and the brilliant local businesses that are making Worcestershire a shining example of how tourism can do good.”

The award recognises efforts to connect people with Worcestershire’s countryside in ways that benefit both visitors and the local economy.

A great example of this is Taste Worcestershire, which champions the county’s vibrant food and drink scene. With a farm-to-fork ethos, it invites visitors and residents to enjoy local flavours while supporting independent producers and small businesses. We’re encouraging visitors and residents to sample the best of the county’s produce at the next much-anticipated event, returning from 6 to 26 October. 

Visit Worcestershire are actively working with the Malvern Hills Trust to inform visitors on how to visit responsibly through a series of short social media videos on topics such as bird nesting season and responsible dog walking on the hills.

Part of the award submission focused on the Natural Networks Programme, delivered with the Worcestershire Wildlife Trust. The scheme has benefited several Worcestershire tourism businesses, including Bowbrook Lodges, which introduced a new wetlands habitat to increase biodiversity on the Holiday Park, as well as improving the visitor experience. With grant support from Worcestershire County Council, visitor attraction Little Owl Farm Park, secured funding to install a solar PV system, projected to cut their energy bill by thousands of pounds annually.

Another key element that helped gain the award was the Worcestershire On Demand bus service, delivered by Worcestershire County Council. The service is already enhancing visitor access to rural attractions across the county. This flexible, app-based transport option connects tourists and residents directly with destinations such as Attwell Farm Park, the Clent Hills and Croome Court. By offering a convenient and sustainable way to reach these areas, the service is opening up more of Worcestershire to day trippers, without the need for a car. 

Worcestershire tourism businesses are eligible to receive their own Green Tourism certification, with the first 12 months fully funded by the West Midlands Growth Company. Every assessment is verified by expert assessors, offering a marketing advantage and a globally recognised standard to showcase to visitors. Further information can be found on the Green Tourism website.

The achievement reflects a strong partnership between Visit Worcestershire, Worcestershire County Council, and local organisations working together to ensure tourism continues to enrich communities and environments across the county.