Visitors play an important part in the Shropshire economy
Shropshire welcomes 10.5 million visitors a year. Attracted here by our outstanding countryside, culture and heritage, locally produced food and drink and independent shops and restaurants, they spend some £910 million a year on goods and services in our market towns and rural areas. One in seven of Shropshire’s workforce is employed within the Tourism & Hospitality sector.
The visitor economy brings wider economic benefits to other sectors through additional spend by visitors and businesses – directly benefiting companies in food and drink, manufacturing, retail, recreational activities, design, print, advertising, IT, the media and many more.
One of Shropshire’s growth Sectors
It is recognised that despite this success, the Shropshire Visitor Economy has potential to grow further and create jobs by increasing both day visits and overnight stays, particularly from the “easy to reach” West Midland and northwest conurbations.
The recent public and private investments in Shropshire and external major grant awards for heritage and landscape projects are evidence of the commitment to growing the sector from everybody involved.
The county has ambitions for sustainable growth of the sector as laid out in the current Destination Management Plan
new tourism business in shropshire
The Paddle Bros opened their new centre at Mere Cottage on the shore of the Mere at Easter 2026 underscoring the continued importance of tourism to Shropshire’s economy.
The cottage, owned by Shropshire Council, sits on the shores of the Mere and provides a prime location for water sports including guided paddles, lessons and equipment hire for Stand-up Paddle Boarders, Canoeists and Kayakers.
Having the Paddle Bros on the Mereside will help to strengthen Ellesmere’s – and Shropshire’s – position as a destination for active and nature‑based tourism. Watch the full video here.
A new look & brand for shropshire
The Visitor Economy sector is supported in the county by the industry membership organisation Visit Shropshire. Visit Shropshire works in partnership with the public sector to lever external funding to support the sector and promote the destination
In recent years funding from the UK Government through the UK Shared Prosperity Fund has allowed Shropshire Council and Visit Shropshire to develop a new brand and photography library, sector specific training courses, research and data collection, and national PR and marketing campaigns.
Shropshire – a great place to live, visit and work
The branding is a new way of presenting Shropshire, and includes inspiring copy, a photographic style, new illustrations, fonts, colours and tone of voice.
To learn more please check out the brand guidelines.
“Shropshire is a place where quality of life meets opportunity. With stunning landscapes, a thriving business community, and a strong sense of heritage, it’s the perfect place to live, work, and grow. Whether you’re building a career, starting a business, or simply looking for a better way of life, Shropshire offers the space, support, and inspiration to thrive.
Why not plan your next visit to Shropshire and start planning your future!” Mark Hooper, Visit Shropshire
