The Malverns has been recognised as one of the most improved destinations in the world for 2025.
The popular location, which covers Great Malvern, Tenbury Wells, Upton upon Severn and the surrounding areas, has been chosen amongst Adelaide in Australia, and Krakow, in Poland, as one of the ‘Most Improved Destinations of 2025’.
Each year, the Global Destination Sustainability Index (GDS-Index) highlights destinations that are changing how tourism and events can positively contribute to people, place, and planet.
The ‘Most Improved Destination’ award recognises the greatest year-on-year growth in sustainability contributions, based on vetted and verified benchmarking data.
The area, which is classed as a National Landscape (previously known as an Area of Outstanding Natural Beauty), has been chosen for its sustainability and community focus, which has been driven by Malvern Hills District Council’s new Regenerative Tourism Strategy 2025-2030.
This builds on the 2021-2025 Visit The Malverns Visitor Economy Action Plan with its vision to be a recognised green tourism destination.
As well as this, the council’s efforts have been recognised for its major advances in strategic planning, reporting, and community-focused engagement.
Victoria Carman, Visitor Economy and Towns Manager, said: “It’s fantastic to be recognised as one of the top three most improved destinations in the GDS-Index. This acknowledges the hard work taking place to make tourism a force for good- supporting our local communities, boosting footfall in town centres and rural areas, and caring for our environment. It’s a great step forward on our journey toward a more sustainable visitor economy.”
Cllr Beverley Nielsen, Portfolio Holder for Economy and Tourism at Malvern Hills District Council, said: “I would like to thank everyone who played apart in achieving this amazing accolade. Your continued dedication to our wonderful district has make The Malverns a more sustainable, welcoming, and inspiring place for residents and visitors alike.”
Guy Bigwood, CEO of the GDS-Movement, said: “The destinations recognised this year are proof that positive transformation in tourism and events is both possible and accelerating. Whether it is Adelaide, Krakow, and The Malverns stepping up their ambition, these cities and regions are shaping a future where sustainability drives innovation, competitiveness, and shared value. We celebrate their vision and their determination to lead by example.”
Pictured: Cllr Beverley Nielsen, Portfolio Holder for Economy and Tourism, with Victoria Carman, Visitor Economy and Towns Manager, and Simon Smith, head of Economic Development, at Malvern Hills District Council wearing ‘Mad Hatter’ hats for the online awards ceremony.
Date published: 25 September 2025