Tourists are staying longer and spending more in Worcestershire.

The latest tourism data shows an impressive 11 per cent increase in the number of nights tourists stayed in the county in 2023.

This increase means visitors stayed an average of 3.15 nights per trip, surpassing pre-pandemic levels.

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The longer stays have led to an eight per cent rise in spending, with tourists now spending an average of £170.56 per trip.

Worcestershire has outperformed the national average for overnight stays, as the rest of England and Great Britain reported a five per cent decline compared to 2022.

Councillor Adam Kent, cabinet member for economy, infrastructure and skills at Worcestershire County Council, said: "Worcestershire’s tourism success story continues to go from strength to strength, with visitors staying longer, spending more, and choosing our county as a premier destination for short breaks.

"This remarkable growth not only showcases the resilience and appeal of Worcestershire’s vibrant attractions, natural beauty, and welcoming communities, but also underscores the hard work of our tourism sector in delivering exceptional experiences."

He added: "As we edge closer to a £1 billion visitor economy, it’s clear that Worcestershire is firmly on the map as a must-visit destination, boosting our local economy and creating opportunities for businesses across the county."

Day-trippers to Worcestershire are also spending six per cent more, contributing to increased revenue for the county’s attractions and destinations.

The tourism sector's annual value to the county’s economy has now reached £961 million, a two per cent increase from 2022.

The growth aligns with the goals of Visit Worcestershire’s Destination Management Plan, a strategic roadmap designed to propel the county's tourism industry towards achieving a £1 billion visitor economy.

The annual value of the county's tourism sector has now risen to £961 million, a two per cent increase from 2022, which aligns with the goals of Visit Worcestershire's Destination Management Plan; a target of a £1 billion visitor economy.