Tourism: Essex and Shropshire
The question
To ask the Secretary of State for Culture, Media and Sport, if she will make an assessment of the potential for Shropshire’s 2026–2029 Destination Management Plan and the inter-county partnership between Shropshire and Essex to lead to a national renewal of the ‘Grand Tour of England’.
Answered by Stephanie Peacock
While DCMS has not made a specific assessment of the potential for these initiatives to lead to a national renewal of the historic Grand Tour of England, we continue to encourage creative proposals that celebrate England’s cultural heritage and landscapes and contribute to economic development across communities.
DCMS encourages innovative partnerships and thematic product development, such as proposals to revive the Grand Tour linking Shropshire and Essex, to create a powerful thematic draw for both domestic and international visitors. To support this, VisitEngland is working with the VisitBritain international network and events programme to ensure regional offerings are integrated into the global travel trade and bookable by international travel trade.
DCMS welcomes Shropshire’s consultation on their Destination Management Plan (DMP) 2026–2029, which references the potential of working with Essex on the Grand Tour concept as a strong example of the partnership working. The DMP provides a strategic framework for enhancing the visitor economy in Shropshire, home to world-class attractions including the UNESCO-listed Ironbridge Gorge, the medieval Ludlow Castle and the scenic Shropshire Hills AONB.
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