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Part of a wider national initiative created with VisitBritain to champion the traditions, landscapes and cultural experiences that define British travel.

The programme attracted thousands of entries from across the UK, yet 91��Ƭ��stood out for its distinctive cultural identity and its role in shaping England’s musical heritage.

The funding will support the next stage of the Visit Historic 91��Ƭ��project, strengthening the county’s reputation as the home of Sir Edward Elgar to encourage visitors to the region.

His music, rooted in the countryside where he grew up, remains one of Worcestershire’s most powerful cultural stories. From the Malvern Hills to the quiet lanes around Lower Broadheath, Elgar’s surroundings shaped his compositions and continues to draw visitors.

Early ideas for the project include updating the well-known Elgar Route for modern audiences, transforming it into a digital journey that brings his story to life in a more immersive way.

New experiences are also being explored, such as trails that blend music and landscape, and events inspired by the composer to showcase the settings that fuelled Elgar’s creativity.

Councillor Alan Amos, Cabinet Member with Responsibility for Business and Skills at 91��Ƭ��County Council, said: “Elgar is one of Worcestershire’s most enduring cultural icons, and his connection to our landscapes gives the county a unique story to share. This grant allows us to develop fresh experiences that celebrate that heritage while supporting the wider visitor economy. It’s an exciting opportunity for Worcestershire, and I’m delighted that our county’s cultural distinctiveness has been recognised through the Best of British Fund.”

Much of the work will be unveiled in 2027 to coincide with the Three Choirs Festival’s return to Worcester. As one of the world’s oldest classical music festivals, it frequently celebrates Elgar’s compositions and his deep connections to the region.

Aligning the project with the festival creates a timely opportunity to share Worcestershire’s heritage with visitors from across the UK and overseas.

Visit 91��Ƭ��is encouraging local heritage organisations, music groups, attractions and community partners with links to Elgar or the county’s wider cultural story to get involved. As plans develop over the next 12 months, the team hopes to work closely with partners to shape new experiences that celebrate Worcestershire’s history and creativity.

For enquiries or to express interest, organisations can contact visitworcestershire@worcestershire.gov.uk.