Stack of Visitor Economy Action Plans

Visitor Economy


This action plan is for all tourism related businesses and organisations across Malvern Hills District. Its aim is to increase visitor spending and support the local retention of this income within the visitor economy, to benefit local employment, businesses and communities. It builds on the previous five year plan and supports the district’s Economic Development Strategy.

The 2021-2025 Visitor Economy Action Plan goes a step further, with an aspiration to make The Malverns a recognised green tourism destination. Visit the Sustainability section here.

Strategic Objectives for 2021-2025

Safety First

The Corona Virus pandemic will shape the tourism experience for visitors for the foreseeable future.
Hopefully the impact on the tourism industry will be short-term, but we need to ensure local tourism
businesses adopt practices which abide by new public health measures and social distancing laws to ensure the welfare of residents, visitors and the people working in the hospitality and tourism industry. New social distancing activities and approaches will need to be developed, and the development of new safe experiences will be encouraged.

To Be Recognised As A ‘Green’ Tourism Destination

We want The Malverns to be leaders in sustainable tourism development with the Malvern Hills District
Council ‘Destination Zero’ Plan being adopted by tourism industry stakeholders; leading to an increase in the number of tourism businesses and events offering a green tourism experience, and signing up to be a recognised green tourism business via an accreditation scheme, including the new Green Mark for the Malverns.

Develop Our Experience

A world-renowned health and well-being destination from the days of the Water Cure in the Victorian Times, with excellent spas; walking and cycling routes; creative landscapes; amazing local food and drink produce; outdoor activities, and with stories about famous fiction writers’ and Sir Edward Elgar being inspired by the picturesque scenery – makes The Malverns the perfect destination to relax, escape, feel energised and be inspired. We aim to develop our experience to be positioned as a top health and well-being destination in the UK.

We will encourage new product development around our key themes – green tourism, health and well-being, countryside, heritage, culture, local food and drink and creativity. We also need to ensure visitors can access tourist information before and during their visit to enhance the visitor experience, from online resources, to receiving a warm welcome from a face-to-face tourist information service across the area.

Put The Malverns On The Map

To support the tourism industry, we will continue to promote The Malverns brand via various media, online and PR opportunities, as well as working with key partners like, VisitBritain, VisitEngland and Visit Worcestershire to ensure The Malverns is a recognised UK visitor destination for families, couples and small groups.

Be A Leader In Tourism Business Support

The tourism industry will be a thriving economy across The Malverns once again, and we will support tourism businesses to ensure they recover and achieve their individual business goals.



View the Malvern Hills District Economic Impact of Tourism (2015)
View the Malvern Hills District Economic Impact Assessment (2018)
View the Malvern Hills District Economic Impact Assessment (2019)
View the Malvern Hills District Economic Impact Assessment (2020)
View the Malvern Hills District Economic Impact Assessment (2021)
View the Malvern Hills District Economic Impact Assessment (2022)


View the Malvern Hills District Visitor Survey 2015/16


MHDC are offering small business grants of up to £500 to new businesses in the district. Contact Joel Keller for more information 01684 862486.


If as a tourism business you have any issues that you would like to discuss, or if you would like a visit to talk about sustainability and adopting green practices, please contact Victoria Carman, Tel: 01684 862483.