Visitor economy
Tourism is worth over £1bn to the Shropshire economy and is a major direct and indirect employer.
The Shropshire Destination Management Plan (DMP) 2026–2029 sets out a shared vision for how tourism will be developed, managed and supported across the county over the next three years.
It provides a strategic framework for growing the value of Shropshire’s visitor economy while protecting what makes the county special – its landscapes, heritage, market towns and communities. The plan has been developed with partners and stakeholders, and reflects a collective ambition for Shropshire to be a welcoming, distinctive and sustainable place to visit and live.
The DMP is designed to be used by a wide range of organisations, including town and parish councils, tourism and cultural organisations, local businesses, community groups, developers and partners working in transport, heritage, culture and the environment. It's not a detailed delivery plan for one organisation, but a county‑wide guide that organisations can use to shape their own plans, priorities, projects and funding bids in a way that aligns with agreed objectives for Shropshire.
At its heart, the plan focuses on a small number of clear priorities. These include encouraging longer stays, strengthening partnerships across the county and beyond, creating a clearer and more distinctive identity for Shropshire, and increasing awareness of what the county has to offer. The DMP also places a strong emphasis on regenerative tourism – ensuring tourism delivers positive benefits for local communities, the economy and the environment – and on improving accessibility so that everyone feels welcome.
The DMP sets out how Shropshire will work differently over the next three years, with greater collaboration across sectors and geographies, better use of evidence and data, and closer alignment with regional and national partners such as Visit England and the Telford and Shropshire Local Visitor Economy Partnership (LVEP).
The DMP was 100% funded by the UK government through the UK Shared Prosperity Fund.