EXTENSIVE plans are being developed to give the Malvern Hills a new tourist-friendly identity as part of efforts to increase visitors to the district.
The leader of Malvern Hills District Council, Coun David Chambers, revealed at the full council meeting last Tuesday proposals were being established to re-inforce and boost ‘The Malverns’ brand.
The popular term is already used when marketing the area but the plan is to use it more widely in a bid to mirror the tourism growth seen in neighbouring areas such as The Cotswolds.
Tenbury Wells and Upton-upon-Severn will also be promoted as attractive ‘gateway towns’ to be explored before going on to discover everything else the wider area has to offer.
Coun Chambers said: “We have to be on the front foot when it comes to marketing and promoting the diversity our area has to offer.
“We are looking at a bigger picture for the district and importantly, how all our towns and villages need to be viewed by the millions of tourists who visit us each year.
“’The Malverns’ is a badge we believe will re-invigorate how the area is viewed and give us the opportunity to freshly promote everything we have to offer – not only to tourists, but also as a place to do business.”
He added the district needs to show it is open for business and make the most of its picturesque towns and villages.
More details of the plans will be provided in the council’s new tourism action plan which is being launched later this year.
Tourism is an important part of the district’s economy with 3.5million visits every year and 2,500 people working in or supported by the tourism sector.
The district council continues to support the visitor economy in a number of ways.
These include taking coach and tour operators and group travel organisers from across Great Britain on a two-day tour of Upton and Great Malvern in September.
The trip is aimed at showcasing the district in a bid to attract new coach parties to the town and the surrounding area.
Other recent activities include adding to the town’s events programme with The Great Malvern Water Festival and Open Air Cinema.
The visitthemalverns website has also been revamped, a new walking app has been launched with more than 1,500 downloads so far and a new Teme Valley Trail Guide produced.