Visitor Economy & Regenerative Tourism

Overview
This updated strategy builds upon the strong foundation of the original 2020-2024 Visitor
Economy Plan by placing greater emphasis on generating economic benefits for the
Malvern Hills District through a regenerative tourism approach. It champions a tourism
economy that restores, enhances, and reinvests in local communities, while preserving
the district’s distinctive natural and cultural assets.

Vision for 2030
By 2030, the Malvern Hills District will be recognised as a leading regenerative tourism
destination that drives sustainable economic prosperity, creates local employment,
boosts town and rural business revenues, and enriches the lives of residents through a
thriving visitor economy rooted in community, environment, and cultural heritage.

Measures:

Increase the economic value of the tourism industry by 20% by 2030 through
high-value, low-impact visitor experiences.

Encourage a local place based economy by increasing visitor spend per trip
and ensuring revenue is retained within the district.

Increase employment by 5% by 2030 (4,000) through skills training,
apprenticeships, and regenerative business support

Increase footfall in the town centres by 10% (based on 2019 pre-Covid-19
footfall) visitor-led footfall and investment, event programming, and public
realm improvements

Increase Global Destination Sustainability Index Score to 65%+

Promote and scale local, independent businesses—particularly those in rural
and underserved areas—via collaborative marketing, grants, and local
sourcing initiatives

To align tourism development of the Malvern Hills district with UN Sustainable
Development Goals (SDGs) to benefit local businesses, communities and the
environment.

Encourage a local place based economy by increasing visitor spend per trip
and ensuring revenue is retained within the district.

This strategy ensures that tourism in the Malvern Hills District is not only sustainable but actively beneficial to the local economy. It leverages the district’s unique identity to attract conscious travellers while reinforcing community pride, business resilience, and environmental stewardship.

Regenerative tourism becomes a tool for inclusive economic development, enabling prosperity for people and place alike Increase the economic value of the tourism industry by 20% by 2030 through
high-value, low-impact visitor experiences.

Performance Indicators, Monitoring and Targets