Aiming to benefit from staycation surge

The Malverns could be set to benefit from a surge in summer staycations providing a boost to the district's tourism sector.

Research by market intelligence agency Mintel, found summer holiday sales in the UK were set to reach a ten year high with many people saying they would choose to stay in a rural or countryside area.

Malvern Hills District Council will be running promotional campaigns to highlight all the area has to offer from beautiful landscapes to unique independent shops.

The marketing activities include a special guide for The Malverns which will be distributed across the region including railway stations, service stations, Tourist Information Centres, hotels and attractions.

There is also online marketing as well as outdoor advertising along the M5/M6 motorway, and at a number of service stations and railway stations across the region.

The council is also working with Jan Sedlacek from Digitlight Photography to showcase the beautiful district through incredible imagery.

The aim is to increase not only the number of visitors but the length of time they stay in the area as this will be of more benefit to the wider economy.

It is part of the council's commitment to help the district's tourism industry bounce back from the impact of the pandemic.

Interest in The Malverns is increasing. Not only did The Malverns feature in The Independent's 'Ultimate British Isles Bucket List' in May but after the end of the first lockdown last year, traffic to the VisitTheMalverns website rose 44% in July, 60% in August and 80% in September when compared to 2019.

Tourism is an important part of the district's economy worth £145million and supporting nearly 3,000 jobs.

With English Tourism Week 2021 starting on 22 May, it is the perfect opportunity to explore what The Malverns has to offer as well as take advantage of the free parking after 3pm in all council owned car parks until the end of May.

Cllr Daniel Walton, Portfolio Holder for Economic Development and Tourism, on Malvern Hills District Council, said: "With travel restrictions on holidays abroad looking like they will be in place for some time, we have a fantastic opportunity to showcase The Malverns and benefit from the growing staycation market.

"There are so many fantastic reasons to spend time in this area and we look forward to shouting far and wide about those and welcoming old and new visitors alike over the coming months."

Visit for more information on tourism in The Malverns.

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