Powering Tourism in Shropshire: A Collaborative Future for Growth and Accessibility

The Powering Tourism in Shropshire event brought together key stakeholders, industry leaders, and businesses to explore the evolving landscape of tourism in the county. Central to the discussion was the pivotal role of tourism in Shropshire’s economy, culture, and community, highlighting not just the figures, but the pride Shropshire holds in its landscapes, heritage, and independent businesses.

Paul Gossage , Shropshire Council’s Projects and Marketing Manager, underscored the council’s commitment to supporting tourism, especially through initiatives like the UK Shared Prosperity Fund. This commitment reflects a broader understanding that tourism is not just an industry—it’s a thread that weaves through Shropshire’s identity, supporting local economies, services, and communities. From bustling cafés to hidden countryside gems, Shropshire’s tourism impacts everyone, providing livelihoods and bolstering local services.

Shropshire’s New Brand: Life’s Better in Shropshire

A significant part of the event was the unveiling of Shropshire’s new tourism brand. As Paul Gossage aptly put it, Shropshire is not just a destination—it’s a place to live, work, and thrive. The new brand, launching in November, captures Shropshire’s quirky charm, hidden gems, and natural beauty, aiming to inspire visitors and locals alike.

Kate Tudge , The Great Outdoors Project Manager, shared how this new branding will act as a flexible toolkit for businesses. Through social media templates, messaging, and adaptable assets, businesses can align their marketing with the broader In Shropshire identity. Whether it’s showcasing scenic landscapes, independent shops, or local history, this new branding will help businesses tell their own unique Shropshire stories, emphasising that life is truly better in Shropshire.

By mid-November, Visit Shropshire will transition to this new branding, offering a comprehensive media library, social media templates, and messaging tools. Importantly, these resources will be available for businesses to adapt, ensuring that every business, regardless of size, can take advantage of these tools.

Accessible Tourism: The Future of Inclusive Growth

A standout session led by Rob Calledine, Accessibility and Inclusion Lead at VisitEngland , and David Livermore from AccessAble , focused on the crucial role of accessibility in shaping the future of Shropshire’s tourism. With 1 in 4 of the UK population identifying as disabled, accessible tourism is not just a moral imperative but a business opportunity. As Rob highlighted, accessibility drives the three Rs—Revenue, Resilience, and Reputation. Disabled tourists often travel with families or groups, and ensuring that their experience is seamless can unlock new revenue streams and create loyal customers.

David Livermore echoed this, emphasising that accessibility is not just about ramps and facilities—it’s about a change in attitude. From detailed access information to inclusive welcome practices, businesses that prioritise accessibility are better equipped to provide memorable experiences for all visitors. Shropshire is embracing this opportunity with a new accessibility framework and free toolkit from Visit England, aimed at helping businesses tap into this often overlooked market.

Collaboration: The Key to Sustainable Tourism Growth

What became clear throughout the event was that the future of tourism in Shropshire lies in collaboration. Whether it’s working with partners like Visit Shropshire, leveraging government support through funds like the UK Shared Prosperity Fund, or embracing accessibility, success comes from working together.

Huge thanks to Kate Tudge and Pauline Jones for organising such a brilliant event for our visitor economy.

Tourism in Shropshire is about more than just attracting visitors—it’s about celebrating and sustaining a way of life that benefits everyone. Through innovative branding, a focus on accessibility, and strategic partnerships, Shropshire is positioning itself as a leading destination for both visitors and businesses. The future looks bright, and as the new brand encapsulates—Life’s better in Shropshire.