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Thanks to a pioneering business support programme by Visit ������Ƶ and ������Ƶ County Council, these innovative offerings promise to captivate domestic and international tourists.

From walking the paths that inspired two of the world’s greatest storytellers, C.S. Lewis and J.R.R. Tolkien, to exploring Worcester’s secret Diglis Island. The new products are set to enhance the county’s experiential tourism products which have seen a huge increase in popularity over recent years, with visitors seeking authentic and exciting experiences.

The 12 participating businesses have each received expert guidance from Unmissable England, along with hands-on training in experiential tourism.

As part of the programme, businesses also benefited from financial support from ������Ƶ County Council, with grants of up to £1,500 helping cover crucial upfront costs such as marketing, equipment and website improvements.

Councillor Adam Kent, Cabinet Member for Economy, Infrastructure, and Skills at ������Ƶ County Council, said: “������Ƶ is a county rich in history, culture, and stunning landscapes, and these 12 new experiences will further showcase the unique stories and hidden gems that make it such a special destination.”“

Through this innovative support programme, we’re not only helping local businesses to develop creative and immersive experiences but also enhancing ������Ƶ’s appeal to both domestic and international visitors. This initiative is a fantastic example of how we can drive tourism growth, support our local economy, and ensure visitors leave with unforgettable memories of our county.”

Among the exciting new offerings is the Broadway Museum and Art Gallery’s butter-churning experience, which transports visitors back to the 17th century to celebrate ������Ƶ’s rich culinary and coaching heritage.

Anona van Lawick, Museum Director at Broadway Museum and Art Gallery said: “Our experience is truly authentic and local. Right from the welcome drink, a flagon of ������Ƶ Ale, to seasoning your hard churned butter with Droitwich Salt. The programme has enabled us to launch our 17th-century butter churning and tasting experience to an audience we would not have been able to reach.” 

“The guidance from Chris Brant, Unmissable England and the team at Visit ������Ƶ will take us into national and international markets, sharing our experience with audiences across the globe.”

To make booking easy for visitors, businesses have also been equipped with digital ticketing systems such as the global platform FareHarbor, opening the door to international audiences via online travel agents such as Viator and GetYourGuide.

Visit ������Ƶ is also working with the travel trade to include these new experiences into group itineraries for domestic and international tour operators. If you’re a ������Ƶ-based business with an existing visitor product and are exploring ways to reach new audiences, get in touch by emailing the team on visitworcestershire@worcestershire.gov.uk.  

All 12 products are now bookable online ahead of the busy tourism season.

To view the full list of new experiences, visit