TOURISM in the Malvern Hills district is thriving.

The biggest rise is in Upton-upon-Severn, where the tourist information centre received 6,486 visits last month, new figures show.

This was buoyed by the annual jazz festival, which attracted thousands of visitors.

Other TICs have recorded smaller - but still significant - increases than Upton's 80 per cent rise on last year.

Malvern Hills District Council wants to build on the area's growing reputation as a centre for short-break holidays and boost its share of the business conference market.

"Our tourism officers have found that many delegates attending conferences in the district are so charmed by what they find here that they return at a later date with their families for a holiday," said council leader Tom Wells.

"The things they like most are the pure water, the pure air, our fantastic eating places, and the wide open spaces of the hills, which provide them with superb walking country.

"Our other most popular attractions are the riverside scene at Upton and the beautiful countryside throughout the Teme Valley.

"We're keen to do anything we can to build on this reputation, because it will help us to bolster the local economy and increase employment opportunities for local people."

Tourism and heritage officer Angela Lessimore said the authority would be promoting the area as a conference centre, and as a venue for short breaks.