Staycations in The Malverns have become more popular with tourists as figures reveal an increase in overnight stays across the area. 

The annual Tourism Economic Impact Assessment (TEIA), undertaken for Malvern Hills District Council (MHDC) by The Research Solution, has shown a ten per cent rise in the number of overnight trips in 2024 compared to the year before. 

The report shows these overnight trips contribute £79 million into the local economy, supporting hospitality and retail businesses in particular. 

The overall tourism value from day trips and overnight stays within the Malvern Hills District is nearly £200 million and more than 4,000 jobs are supported as a result. 

The TEIA uses data from various national surveys to examine the volume and value of tourism and the impact of that expenditure on the local economy.  

This report supports council's vision for the Malvern Hills District to be recognised as a leading regenerative tourism destination.  

The council's new Regenerative Tourism Strategy aims to drive sustainable economic prosperity, create local employment, boost town and rural business revenues, and enrich the lives of residents through a thriving visitor economy rooted in community, environment, and cultural heritage.  

MHDC also delivers a variety of different marketing campaigns throughout the year to promote the whole district as an attractive tourism destination, from sustainable travel to The Malverns Mystery Food Tour.  

Cllr Douglas Godwin, Assistant Portfolio Holder for Economy and Tourism at Malvern Hills District Council, said: “It is wonderful news to hear the amazing results of the latest Tourism Economic Impact Assessment. As a council, our priority is to ensure we support our vibrant town centres, as well as the attractive tourism on offer. We are pleased to see more overnight visits and interest in our beautiful district and countryside”. 

Visit www.visitthemalverns.org/industry/visitor-economy/ to read more about the Tourism Economic Impact Assessment.