A MEDIEVAL history fanatic from the Vale has been named as the nation’s top tourism champion.
Mick Hurst, founder of the Battle of Evesham events was crowned VisitEngland’s Tourism Superstar 2026, in a poll that was voted on by the public for their favourite amongst ten finalists.
VisitEngland’s Tourism Superstar is one of the country’s most celebrated tourism honours, shining a spotlight on exceptional individuals who bring England’s visitor experience to life.
Battle organiser Mick Hurst with medieval reenactors pictured last year. Picture by Marcus Mingins 292509MMR
Mick, who has dedicated eight years to bringing Evesham’s medieval heritage alive, leads the team of volunteers that bring to life the large-scale re-enactments and festival activities that attract around 60,000 visitors to the town every August.
He became the first person from Worcestershire to receive the national title, in a fiercely contested competition, with ten national finalists representing the breadth of England’s visitor economy.
More than 20,000 votes were cast with strong support from Worcestershire residents, businesses, visitors and the wider re-enactment community rallying behind a much-loved local champion.
Mick Hurst, who lives in Harvington, said: “I am so proud to be named this year’s VisitEngland Tourism Superstar.
“The Battle of Evesham was pivotal in England’s history and to tell this story we created a year-round series of events with the dedication of 800+ reenactors plus the support of over 80 local volunteers.
“We have ignited a passion for our heritage that is transforming the fortunes of our town – using its history to create a brighter future.”
Visit Worcestershire nominated Mick in recognition of his role in raising the profile of the county’s heritage story, increasing national and international visitation, and supporting wider efforts to strengthen the county’s visitor economy.
Battle of Evesham reenactors. s
Lorna Robinson, visitor economy and destination manager, said: “Anyone who has ever met Mick will know exactly why he deserves this. His passion, his energy, and his unwavering love for Evesham and Worcestershire are nothing short of extraordinary.
“From creating the Battle of Evesham Festival, to developing it into a year-round programme, to championing the town and county at every opportunity, Mick pours his heart into everything he does.
“He has an incredible ability to make history feel alive, welcoming and full of joy.
“When we asked Worcestershire to get behind him, the response was phenomenal – a real testament to how loved, respected and admired he is across our county.
“Mick isn’t just a brilliant ambassador for Worcestershire; he’s a shining example of what makes our visitor economy so special: passion, pride and people.
“We couldn’t be prouder to see him recognised on the national stage. He is, in every sense, our very own superstar.”
This year’s Tourism Superstar competition ran from 9 February until the end of English Tourism Week at midnight on 22 March.
It saw the highest number of votes ever cast, more than 20,000, and up about 10 per cent on last year’s competition.
VisitEngland director Andrew Stokes added: “Every year, VisitEngland’s Tourism Superstar competition uncovers the individuals and teams working in our industry who go out of their way to make visitors experience something extra special and this year’s line-up was stellar.
“As founder of the Battle of Evesham Festival, Mick brings Worcestershire’s rich history to life, attracting thousands of visitors each year and supporting the local visitor economy. Thank you to all those who voted.”
Mick will receive his national award at the VisitEngland Awards for Excellence ceremony in June 2026, where the very best of England’s tourism sector will be celebrated.
Tourism is one of England’s largest, most valuable industries, supporting hundreds of thousands of small-to-medium sized businesses, more than two million jobs and worth £127 billion to the English economy.
