Visit Worcestershire Conference inspires business community

Over 140 business professionals from across Worcestershire’s dynamic tourism sector gathered on Wednesday (15 January) for the landmark Visit Worcestershire Conference.

Hosted by Visit Worcestershire and Worcestershire County Council , the event at Sixways in Worcester, marked a pivotal moment for the county’s tourism industry. The event provided attendees with an invaluable platform to network with peers, engage with local suppliers, and gain cutting-edge insights from a lineup of influential guest speakers.

The conference opened with a keynote address from VisitEngland Director, AndrewStokes OBE, who discussed the future of tourism, outlining key trends and consumer sentiment as we head into the 2025 season.

As the day evolved, guests listened intently to three further keynote sessions that explored topics such as harnessing AI to improve visitor experience, strategic planning for sustainable growth, and crafting memorable marketing through storytelling.

The conference also enabled local businesses to showcase their offerings at exhibitor stands, fostering partnerships and collaborations to enhance the county's appeal to visitors. The event was filled with energy as suppliers and industry professionals connected and explored new opportunities.

Councillor Adam Kent, Cabinet Member for Economy, Infrastructure, and Skills at Worcestershire County Council, said: “The Visit Worcestershire Conference has been an outstanding showcase of the passion, innovation, and collaboration that drive our county’s visitor economy. The hard work of the Visit Worcestershire team in delivering this event has provided businesses with invaluable insights and networking opportunities, reinforcing Worcestershire’s position as a premier destination. By bringing together industry leaders, local businesses, and tourism experts, we are laying the foundations for sustainable growth and an even more vibrant visitor economy in 2025 and beyond.”

Lorna Robinson , Visitor Economy Manager for Visit Worcestershire, said: “The enthusiasm and buzz we have seen at our first conference, has been so inspiring. Worcestershire is brimming with amazing tourism and hospitality businesses and events like today are crucial for unlocking the county’s full potential. By working together, we can achieve our shared vision of creating a billion-pound visitor economy and cement Worcestershire as a destination of choice for international and regional visitors."

The success of the Visit Worcestershire Conference reflects the organisation's commitment to strengthening the tourism sector and supporting local businesses. As part of its strategic vision to build a billion-pound visitor economy and establish Worcestershire as a premier destination.

Visit Worcestershire continues to drive innovation and collaboration across the industry. The shared enthusiasm and innovative ideas that emerged from the event set the stage for a transformative year ahead for the county’s visitor economy.