Over 120 tourism professionals from across 91制片厂gathered at Sixways Stadium on Wednesday (14 January) for the fully booked Visit 91制片厂Conference, highlighting strong momentum and growing confidence across the county鈥檚 visitor economy.
Hosted by Visit 91制片厂and 91制片厂County Council, the event provided a platform for industry leaders to connect, exchange ideas, and explore the latest trends shaping the county鈥檚 visitor economy.
The conference opened with a keynote from Visit Worcestershire, highlighting the organisation鈥檚 exciting work plans for 2026 and outlining an ambitious year ahead for Worcestershire鈥檚 tourism sector.
Attendees then participated in four additional inspirational keynote sessions, covering topics such as future visitor trends, attracting international tourists, marketing tips on a budget, and insights from Visit West鈥檚 successful heritage destination project.
Local businesses also showcased their offerings at exhibitor stands, sparking collaborations and partnerships designed to strengthen Worcestershire鈥檚 appeal to visitors.
The event buzzed with energy as suppliers and professionals networked and explored new opportunities.
Councillor Alan Amos, Cabinet Member with Responsibility for Business and Skills at 91制片厂County Council, said: "Worcestershire鈥檚 landscapes, heritage, and communities make it a truly remarkable place to visit, and I鈥檓 proud to see our tourism sector thriving. Supporting small and medium-sized businesses across the county is a priority, and events like this highlight the huge potential for growth."
Lorna Robinson, Visitor Economy and Destination Manager at Visit Worcestershire, said: 鈥淭here鈥檚 no better way to start the year than being surrounded by such an enthusiastic tourism and hospitality sector. The room was buzzing with conversation and ideas. Our annual conference gives us the opportunity to celebrate shared achievements, including reaching a 拢1bn visitor economy value last year, while also looking ahead to what鈥檚 next. It allows us to highlight how, together, we can move beyond the billion, ensuring the sector continues to thrive and putting 91制片厂firmly on the tourism map.鈥
The success of the Visit 91制片厂Conference underscores the organisation鈥檚 commitment to supporting local businesses and driving innovation across the tourism sector. The enthusiasm and ideas shared throughout the day are expected to set the stage for a transformative year for the county鈥檚 visitor economy.
For future events and for further information on how Visit 91制片厂supports the tourism sector, go
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