NEW plans to boost tourism in and around the Malvern area have been revealed by Malvern Hills District Council.

Showcasing The Malverns to international visitors and supporting investment in new tourist attractions form parts of the Visitor Economy Action Plan, which was revealed to tourism businesses at an event at the Bank House in Bransford.

The document sets out the vision up until 2020, with the focus is on working more closely with other organisations to generate new reasons to visit the area, and to increase promotion as a way of driving up visitor numbers.

The Malverns already attracts more than 3.4 million tourists a year, who spend more than £105 million a year between them, supporting 2,500 jobs.

However, Visit Britain estimates the UK’s exit from the EU and the fall in the value of the pound will encourage more people to holiday at home, as well as encouraging visitors from overseas.

Key parts of the plan include marketing The Malverns at major tourist destinations in the region including Birmingham Airport, the National Exhibition Centre and Birmingham International Railway Station.

Tourism businesses will also be encouraged to offer joint promotions and visitor packages while the council will support companies to find funding for new attractions and to help train staff.

The Elgar Trail will be revamped and opportunities to link the district’s three towns with the countryside will also be explored.

Neighbouring Wychavon and Tewkesbury councils will also be approached to consider joint promotion.

Cllr Jeremy Owenson, portfolio holder for tourism, said: “We haven’t created this plan alone but with input from our tourism businesses and partners, and their support is going to be crucial in ensuring we achieve our aims.

“It’s not only about providing an enhanced visitor experience but supporting businesses in the sector to grow and create jobs which benefits our local economy.

"We have a wonderfully diverse district and a lot to shout about. This plan provides a fresh opportunity to promote how the area is viewed and everything we have to offer.”