A NEW branding for the city has been unveiled at a national travel and tourism show.

The ‘Cultural City, Historic Heart’ theme which focuses on Worcester’s identity as a tourist destination was unveiled at the British Tourism & Travel Show in Birmingham.

Developed in partnership with Worcester BID, the brand is based on Edgar Tower, the historic landmark that sits between the Cathedral and King’s School.

Helen Mole, economic development officer at Worcester City Council, said: “The new brand went down really well at the British Tourism & Travel Show.

“It caught the eye of lots of domestic travel industry professionals including tour operators, group travel organisers, travel agents and coach companies.

“That gave us a great chance to answer questions about our city, promote attractions and encourage people to add Worcester to their itineraries as part of their tours of the UK.”

The branding will feature strongly on the new Visit Worcester website which is set to launch in April.

It is the first time that Worcester City Council has exhibited at the British Tourism & Travel Show.

Worcester City Council’s team spoke to many group travel organisers over the course of the two-day event, which was attended by more than 2,800 people.

From April 1, Worcester City Council will take over responsibility for promoting and marketing the city as a tourist destination from Herefordshire and Worcestershire Chamber of Commerce.

The tourist information centre at the Guildhall will also come under the management of the city council and will play a central role in bringing more tourists into the city.