County's visitor economy tops £1bn for first time

Shropshire's tourism sector has passed the £1bn milestone for the first time, according to new figures.

The latest Scarborough Tourism Economic Activity Monitor report estimates the county's visitor economy generated £1.002bn in 2025, a 10.1% rise on 2024.

Visitor numbers also grew to 10.66 million, with the sector supporting 9,454 jobs across the Shropshire Council area.

Mark Hooper, project lead for Visit Shropshire, said the milestone was "a hugely positive moment".

"It's particularly encouraging to see this growth being driven by longer stays, which bring greater value to local communities and support jobs across the county," he said.

"This success has been built through strong collaboration with our local businesses, destination partners and transport partners, including Transport for Wales and West Midlands Trains."

"This data will give us real momentum behind initiatives that will help us grow further - whether that's enhancing our visitor offer, extending the tourism season, or improving connectivity, including proposals such as a direct London to Shropshire rail link," he added.

Seb Slater, who has taken on the role of Visit Shropshire's chairman, said: "Shropshire has an exceptional tourism offer, with a strong mix of heritage, landscape, food and independent businesses. These results demonstrate the growing importance of the visitor economy to the county.

"I'm delighted to take on the role of chair at such a positive time. There is a real opportunity to build on this momentum — strengthening the visitor economy, supporting local businesses, and ensuring tourism continues to play a central role in Shropshire's wider economic growth."

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