Students from University College Birmingham have joined forces with Malvern Hills District Council to help deliver a new tourism and hospitality project.
The new project aims to attract younger visitors to The Malverns, as well as promote the area as a tourism destination and a location with great employment opportunities.
The students, currently studying International Tourism Management and International Hospitality and Tourism Management at the University, recently visited the Economic Development and Tourism Team at The Council House in Malvern, they will be creating a marketing strategy together, along with developing initiatives that target young people (aged 18-35).
Project features include:
- Highlighting The Malverns as an exciting, dynamic destination and an appealing, must-visit location for younger generations.
- Promoting youth friendly activities, festivals and events.
- The development of targeted campaigns.
- Creation of digital and social media campaigns that connect with younger audiences, showcasing The Malverns as an adventure-filled and culturally rich destination.
Victoria Carman, Visitor Economy and Towns Manager at Malvern Hills District Council, said: “The district offers an excellent opportunity for tourism growth, and employment, and we are really looking forward to working in partnership with the University on this great new project”.
Simon Faulkner, Senior Lecturer at the University College Birmingham said: "The students and I are very excited to work Malvern Hills District Council on this inspiring tourism project. We believe the area has a huge amount to offer the next generation of tourists and we look forward to creating a tourism strategy that promotes the natural beauty and thriving town to young people, whilst respecting the rural environment of the area and the local communities who call the area home".
News published 14 April 2025
