New tourism strategy targets longer stays

A new tourism plan for Shropshire will focus on encouraging longer stays and more local spending, not just visitor numbers.

Shropshire Council said its three-year strategy would also focus on accessibility and inclusion.

Last month a report said Shropshire's tourism sector has passed the £1bn milestone for the first time, and visitor numbers grew to 10.66 million.

The council said over the next three years it wanted to focus on increasing serviced accommodation to support short breaks and build on "Shropshire's identity as a distinctive rural destination".

The plan, which was agreed by the council's cabinet, also sets out an aim to get people visiting all around the year.

Rob Wilson, the councillor responsible for economic growth, said: "Tourism is a major employer for Shropshire and a vital part of our local economy."

In 2025 the tourism sector supported 9,454 jobs across the Shropshire Council area.

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