Shropshire Council’s Cabinet approves new Destination Management Plan

The DMP provides a shared strategy for members of Shropshire’s Visitor Economy sector to manage tourism sustainably, support local businesses and communities, and ensure visitors contribute positively to Shropshire. With the visitor economy worth more than £1 billion a year and supporting thousands of jobs, the plan sets a clear direction for future growth.

Developed in partnership with tourism businesses, destination organisations, attraction manager, accommodation providers and other sector representatives, the plan has also been shaped by a two‑month public consultation, giving residents and businesses the opportunity to influence its priorities.

Rather than focusing on increasing visitor numbers alone, the DMP aims to grow the value of tourism by encouraging longer stays, higher local spending and more year‑round visits. Regenerative, accessible and inclusive tourism is central to the plan, ensuring tourism delivers benefits for the environment and local communities.

Over the next three years, the plan focuses on increasing serviced accommodation to support short breaks, strengthening Shropshire’s identity as a distinctive rural destination, and delivering integrated marketing to attract staying visitors and off‑peak travel. It also prioritises the development of regenerative tourism initiatives, stronger partnerships through the Telford and Shropshire Local Visitor Economy Partnership and other networks, and better use of evidence to guide decisions.

A clear commitment to accessibility and inclusion runs throughout the plan, reinforcing Shropshire’s ambition to be a destination where everyone feels welcome.

The approved DMP provides a framework that town and parish councils, destination marketing organisations and sector‑specific groups can use to shape their own plans, guide local projects and support funding and investment bids aligned with an agreed county‑wide strategy.

Rob Wilson, Shropshire Council’s Cabinet Portfolio Holder for Transport and Economic Growth, said:

“Worth over £1billion per year, tourism is a major employer for Shropshire and a vital part of our local economy. This Destination Management Plan gives us a clear, shared direction for growing the value of tourism by encouraging longer stays and higher local spending, not just higher visitor numbers.

“It comes at an opportune time, with the establishment of the Telford and Shropshire Local Visitor Economy Partnership, a VisitEngland‑accredited collaboration between Shropshire Council, Telford & Wrekin Council, Visit Telford and Visit Shropshire that provides a recognised framework for working across the wider destination and aligning activity at a national level.

The DMP also reflects our ambition for tourism to be regenerative, bringing real benefits for residents, communities and the environment, as well as visitors.”

Seb Slater, Chair of Visit Shropshire, said:

“The Destination Management Plan gives us a strong, shared framework for working with partners to raise the profile of Shropshire as a must‑visit destination. The plan provides a clear platform to showcase the county’s many strengths more confidently and coherently and be more competitive in the marketplace.

“The Destination Management Plan will now help to guide partnership working, investment and project development, supporting a high‑quality, sustainable visitor economy across Shropshire.”

For more details about the new Shropshire Destination Management Plan click here.