Shropshire’s visitor economy surpasses £1 billion in economic impact

STEAM (Scarborough Tourism Economic Activity Monitor) is an industry-recognised model used across the UK to measure the volume and value of tourism. It combines data from accommodation occupancy, visitor surveys and national statistics to provide a robust estimate of visitor numbers, spend and the overall economic impact of tourism.

The newly published STEAM report for 2019–2025 shows that tourism in the Shropshire Council local authority area generated £1.002 billion in economic impact in 2025, representing a 10.1% increase on 2024. Visitor numbers also rose to 10.66 million, with the sector supporting 9,454 jobs across the county.

The figures confirm that Shropshire’s tourism sector has not only recovered from the pandemic but is now outperforming pre-2019 levels, with growth driven by increased visitor spend and strong performance in the staying visitor market.

Mark Hooper, Project Lead for Visit Shropshire, said:

“Reaching the £1 billion milestone is a hugely positive moment for Shropshire and reflects the resilience, quality and ambition of our tourism businesses. It’s particularly encouraging to see this growth being driven by longer stays, which bring greater value to local communities and support jobs across the county.

“This success has been built through strong collaboration with our local businesses, destination partners and transport partners, including Transport for Wales and West Midlands Trains, where joint campaigns have helped raise the profile of Shropshire and make it easier for visitors to access the county.

“We’re seeing strong performance across self-catering, holiday parks and rural off the beaten track accommodation, playing to Shropshire’s strengths as a destination. Looking ahead, this data will give us real momentum behind initiatives that will help us grow further—whether that’s enhancing our visitor offer, extending the tourism season, or improving connectivity, including proposals such as a direct London to Shropshire rail link.

“Our focus now is on building on this success—encouraging visitors to stay longer, explore more of the county, and experience everything Shropshire has to offer throughout the year.”

Alongside these positive results, Visit Shropshire has announced that Seb Slater has taken on the role of Chair.

Seb Slater brings extensive experience in place leadership and destination management from his role as Executive Director of Shrewsbury BID and will support the organisation’s next phase of growth.

Seb Slater, Chair of Visit Shropshire, said:

“Shropshire has an exceptional tourism offer, with a strong mix of heritage, landscape, food and independent businesses. These results demonstrate the growing importance of the visitor economy to the county.

“I’m delighted to take on the role of Chair at such a positive time. There is a real opportunity to build on this momentum—strengthening the visitor economy, supporting local businesses, and ensuring tourism continues to play a central role in Shropshire’s wider economic growth.”

The STEAM report also highlights the continued growth of non-serviced accommodation, including self-catering and holiday parks, alongside strong contributions from food and drink, retail and hospitality sectors.

This latest data will help inform the delivery of Shropshire’s new Destination Management Plan, which sets out a clear blueprint for how the county will develop and manage its visitor economy in the coming years. Developed in partnership with stakeholders across the public and private sectors, the plan provides a coordinated approach to growing tourism, improving the visitor offer and strengthening Shropshire’s position as a high-quality destination.