TOURISM businesses and attractions in the Vale punched above their weight at the annual Visit Worcestershire Tourism Awards held last Friday, March 20.
The area bagged four of the top spots with seven enterprises getting a highly commended at the event which celebrated the county’s thriving tourism sector at the Three Counties Showground.
More than 70 finalists were shortlisted by an expert panel of industry judges, with 15 winners recognised for their outstanding excellence and contribution to the county’s visitor economy.
Hotel of the Year went to the Lygon Arms, Broadway, whilst the National Trust-owned Fleece Inn at Bretforton walked away with the Pub of the Year award.
Evesham’s Battle of Evesham volunteers were recognised by winning the Festival and Event of the Year category and last but not least, Camping, Glamping and Holiday Park of the Year was awarded to independently-owned Bredon View Glamping, Pershore.
Pod at Bredon View Glamping. s
Proprietor Jo Kelly, who launched the venture in 2023 told the Observer: “We’re incredibly proud to receive this award – it truly means so much to us.
“There’s a huge amount of care, passion and dedication behind the scenes, and seeing guests experience and enjoy what we’ve created makes it all worthwhile.
“We’re especially proud to play a part in bringing more visitors to Worcestershire and showcasing everything this beautiful area has to offer. A huge thank you to our amazing team, our wonderful guests, and everyone who has supported us along the way.”
Nigel Smith landlord of The Fleece Inn, who also currently a quarter-finalist in the 2026 British Institute of Innkeeping’s Licensee of the Year competition, said he was honoured to be named winner in the current economic climate.
“We’re incredibly proud to be named Visit Worcestershire’s Pub of the Year. It’s been a special run for us recently and, especially at a time when it’s a challenging landscape for hospitality, it means a great deal.
“It’s a real reflection of the hard work our team put in day after day, and of our brilliant locals and customers, the whole Fleecey family, who make the pub what it is.
“We’ve always believed a great pub should be at the heart of village life, looking after its people and doing things properly day in, day out.
“Awards like this, showcasing so many fantastic finalists, help shine a light on the whole region, and we look forward to welcoming old visitors and new to the Fleece, just in time for asparagus season,” he said.
All winners will be put forward to the VisitEngland Awards of Excellence, where they will compete at a national level following a further round of judging by a VisitEngland panel.
Lorna Robinson, destination manager, for Visit Worcestershire said it was a truly fabulous evening celebrating Worcestershire’s wonderful tourism sector.
“A huge congratulations to all of our winners and shortlisted finalists, the standard gets higher every single year, and it’s amazing to come together and celebrate such excellence in our visitor economy.
“It’s no secret that the past few years have been challenging for the tourism sector, but the commitment, resilience, and sheer love that this sector pours into what it does is undeniable.
“We are now proudly a £1bn visitor economy, and that success is down to the passion and hard work of the businesses and people we celebrated tonight,” she said.
The following businesses got highly commended in their categories: Well Furlong Retreat, Eckington Manor, Offenham Park and Touring Park, Broadway Museum & Art Gallery: Butter Churning Experience, Honeybourne Pottery, The Angel Inn and The Queen Elizabeth Inn.
