The official tourism organisation of Worcestershire has teamed up with West Midlands Railway in efforts to increase leisure travel to the county.

The partnership seeks to encourage visitors to travel by train to see the county's towns, countryside and heritage.

With a post-pandemic surge in leisure travel, the partnership aims to show off Worcestershire's visitor experience, as well as highlight West Midlands' new train fleet.



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The fleet includes new Class 196 trains, and aims to offer an enhanced onboard experience which will include free WiFi connection, air conditioning, electric at-seat USB and plug sockets, ample seating and storage and more accessibility.

Councillor Marc Bayliss, cabinet member for economy, infrastructure and skills at Worcestershire County Council, said: "This is another fantastic collaboration to encourage visitors to utilise our transport network and connectivity.

"Not only increasing Worcestershire's profile of a visitor destination but encouraging more sustainable travel choices."

The partnership's joined-up marketing and promotional strategy will include travel itineraries, social media campaigns, visitor information and seasonal guides.

Additionally, travelling by train is one of the most eco-friendly methods of transport, with another of the partnership's aims being to increase the visibility of greener travel possibilities for tourists visiting the area.

13 Worcestershire stations are on the West Midlands Railway network, many of which provide access to many of Worcestershire's prime tourism assets.

The locations along the line include the J.R.R Tolkien inspired streets of Great Malvern, the historic city of Worcester and the independent culinary scene of Bromsgrove.

Laura Donnelly, head of sales and marketing at West Midlands Railway, said: "We are committed to supporting tourism in the region which is why we are collaborating with Visit Worcestershire.

"The partnership will help us connect passengers with the county, boosting leisure and hospitality in Worcestershire and the West Midlands."