Wiltshire Reshapes Travel Future with National Tourism Status
Wiltshire has recently been granted Local Visitor Economy Partnership status, a national recognition awarded by VisitEngland to regions that show strong coordination in developing tourism. The new status strengthens Wiltshire’s link to national tourism programmes, opening the door to funding and coordinated support. With a visitor economy valued at around £1.5 billion a year and supporting approximately 28,000 jobs, Wiltshire is set to benefit from this closer alignment with tourism policy at the national level.
To receive the accreditation, Wiltshire had to present a clear strategy for tourism development and secure public sector backing. Several town councils across the county provided funding support, while over 400 tourism businesses expressed their commitment to the plan. Wiltshire Council backed the application by committing funding to a long-term tourism strategy and coordinated destination plan.
This is a major achievement with the potential to unlock new investment, grow tourism spend throughout the year, extend our reach in domestic and international markets, and better support our tourism and hospitality businesses.
The programme places a strong emphasis on inclusive and sustainable travel. Work is being done to make Wiltshire's heritage and natural attractions more accessible, especially for those who face mobility barriers. There may also be efforts to encourage off-season travel, helping to reduce pressure on popular locations during peak months and providing a calmer, more enjoyable experience for those who visit outside traditional holiday periods.
Tourists planning a trip to Wiltshire can expect clearer travel guidance and better connectivity between key destinations. Among the notable places to visit is Stonehenge, one of the most iconic prehistoric sites in Europe. Less visited than Stonehenge, Avebury invites travellers to discover a similarly rich glimpse into prehistoric times. Salisbury Cathedral attracts visitors with its Gothic architecture and historic manuscripts. For those who enjoy nature, the landscaped gardens of Stourhead provide a peaceful retreat.
This new designation is set to have a real impact on the visitor experience, beyond just administrative changes. Visitors to the county can expect better access to information, improved services, and a stronger focus on sustainable tourism. As travel preferences continue to evolve, Wiltshire appears ready to meet new expectations and offer a more connected and user-friendly destination for all types of travellers.