Reasons to visit Shropshire as it's named among worldwide ‘destinations to watch’ in 2024

The latest feather in the cap of the region comes weeks after it was revealed tourism boosted the Shropshire economy by £767.23 million in 2022.

Figures released by official tourism organisation Visit Shropshire said, of 10,040,000 people who visited in 2022, there were 1,410,000 overnight stays and 8,630,000 day trips.

In its report, Abta describes Shropshire as a “rural gem” with “beautiful landscapes, towns and villages” and among the other destinations on the list are the Spanish region of Extremadura, Saxony in Germany; Vietnam and Zambia.

Abta director of communications Graeme Buck said: “We know many people are looking for inspiration and new suggestions of where to go, so our team of experts at Abta has put together a list of 10 destinations to watch which offer varied and memorable experiences around the globe. Some are a little unexpected, and all are well worth a visit. The destinations showcase the amazing range of experiences that our world offers to holidaymakers.”

Mark Hooper, project lead of Visit Shropshire, said: "This is fantastic news and endorses the county's growing reputation.

"It's brilliant to see Shropshire in a list alongside destinations mentioned.

"We have such a mix of places to visit here and you very rarely hear a bad word against Shropshire.

"It's a great destination with lovely towns, so people get to travel around the county.

"But we have a fantastic rural mix as well, with vast areas of outstanding natural beauty.

"We have seen over the last 12 months, visitor numbers of people coming to the county by train up 18 per cent and that's with the strikes we have had.

"Passenger numbers were up on Transport for Wales and West Midlands trains on 2019.

"English Heritage told me recently that all of their destinations are exceeding their targets for the year too."

Mr Hooper believes 2024 will see Shropshire continue to grow in popularity.

"We believe Shropshire is a great place for visitors and residents," he said. "The infrastructure is strong.

"We are also seeing inward investment coming in, with people saying Shropshire is a place they want to invest in. When you get external investment in the county, it creates jobs.

"As put figures showed, tourism boosted the Shropshire economy by £760 million in 2022 and we are aiming to grow that ten per cent year on year. That would be a healthy growth, and we think that would be achievable.

“With new developments such as Smithfield Riverside in Shrewsbury and linking Oswestry to the national rail network, we are excited about what the future holds for the county, with tourism continuing to be a major contributor to our economy."

“Shropshire is such a unique place, drawing people from all over the world, with its unparalleled charm.

“We look forward to seeing visitor numbers continue to rise, as the county’s reputation as a must-visit location grows.”

Ed Thomas, Chair of Visit Shropshire, added: "We have always known Shropshire is a fabulous place with great scenery, great things to do and fantastic places to go and it's wonderful the county is getting broader recognition.

"We look forward to welcoming as many visitors as possible to the county in 2024."

Reasons to visit Shropshire

The view: Shropshire’s landscapes are straight out of a storybook. Explore the Shropshire Hills, where rolling hills meet vast meadows, creating a visual feast for nature lovers and hikers alike. Or the unique Ironbridge Gorge, where the Severn sweeps under the famous bridge. Whether you want a strenuous hike or just a chance to admire the view, there are so many opportunities to stop, take a breather and admire the unique rural backdrop.

The history: Shropshire’s history is a living tapestry. Visit Ludlow Castle, Stokesay Castle, Old Oswestry Hill Fort to transport yourself through centuries of fascinating tales. Take a steam ride on the Severn Valley Railway or visit RAF Cosford Museum. And of course no visit to Shropshire is complete without the birthplace of the industrial revolution at Ironbridge – where a host of museums are ready to transport you back in time.

Market towns: Each market town and village in Shropshire has its own charm. Lose yourself in Ludlow’s medieval streets, revel in Bridgnorth’s historic markets, discover hidden gems in Much Wenlock and explore Oswestry’s charm. Or go off the beaten track and explore thriving communities like Badger, Claverley, Hodnet and Albrighton, to name just a few.

Shopping: Explore independent boutiques and the award-winning Indoor Market in Shrewsbury, browse antique stores in Church Stretton, and immerse yourself in the artisan markets of Ludlow. And don’t forget Telford and Southwater for great shops, entertainment and the Town Park for the children too.

Food and drink: Prepare for a culinary journey, Shropshire’s dining scene is a mix of traditional and contemporary. Savour local produce, indulge in farm-to-table dining, and experience the warmth of pub culture, with some fantastic local beers on tap.

Festivals: Shropshire’s calendar is brimming with excitement. From the Shrewsbury Flower Show to Ludlow Food Festival and live music in Telford Town Park, immerse yourself in the lively atmosphere of events celebrating music, arts, and gastronomy.