Tourism businesses across the Malvern Hills District have the chance to apply for a grant to help improve the experience for visitors.
The Malvern Hills Tourism Grant Scheme, delivered by Malvern Hills District Council, is funded by the UK Government through the UK Shared Prosperity Fund.
The aim of the scheme is to help develop the local tourism industry within specific areas, as well as increasing visitor numbers and improving the visitor experience within the Malvern Hills District.
The scheme plans to support the Malvern Hills District tourism industry to grow over a two-year period, with the opportunity to:
- Encourage businesses to adopt greener practices
- Help with upkeep of local attractions
- Improve visitor experience
- Improve accessibility at attractions
Eligible businesses can apply for a 50 per cent match-funded grant of up to £2,500 or £5,000 depending on the category. These include cultural/heritage, attractions, and sustainable tourism.
Malvern Museum, on Abbey Road in Great Malvern, benefitted from a £5,000 grant to help refurbish the ground floor of the museum, as well as electrical work, redecoration, and joinery work.
The funds will enable the museum to improve the overall look of the building and improve visitor experience.
Faith Renger, Curator at Malvern Museum, said: “The grant has truly empowered us in so many ways, and we are very grateful. Our visitor numbers are very good this year and shop sales have doubled since last year, and much of this has been credited to the stylish and welcoming refurbishment made possible by the grant and the generosity of many museum supporters. We are also pleased that our volunteer numbers have increased this year which enables us to open every day until our winter closure in November.”
The Malvern Hills Tourism Grant Scheme is all part of the council’s vision for the Malvern Hills District to be recognised as a leading regenerative tourism destination.
The council’s new Regenerative Tourism Strategy aims to drive sustainable economic prosperity, create local employment, boost town and rural business revenues, and enrich the lives of residents through a thriving visitor economy rooted in community, environment, and cultural heritage.
Cllr Beverley Nielsen, Portfolio Holder for Economic Development and Tourism at Malvern Hills District Council, said: “This is a great opportunity for our tourism businesses within the district to grow and develop, whether it is improving sustainability or visitor experience, there are many opportunities with the Malvern Hills Tourism Grant Scheme.”
The deadline to apply for a grant is 31 December. All projects will need to be completed by March 2026.
Visit www.malvernhills.gov.uk/grants-and-funding for more information about the grant and criteria for eligibility.
Pictured: Victoria Carman, Visitor Economy Manager at Malvern Hills District Council, Faith Renger and Josie Allan, both Curators at Malvern Museum, and Cllr Beverley Nielsen, Portfolio Holder for Economy and Tourism at Malvern Hills District Council.
Date published: 13 August 2025