Tourism businesses from across Shropshire and Telford have been recognised for excellence at the West Midlands Tourism Awards, with strong results across accommodation, attractions, events and visitor experiences highlighting the quality and diversity of the area’s visitor economy.
The awards celebrate outstanding tourism and hospitality businesses from across the region, recognising those delivering high‑quality experiences and contributing to the growth and reputation of the West Midlands as a leading destination. For Shropshire and Telford, this year’s results reflect a destination gaining momentum, with multiple wins showcasing the strength, confidence and ambition of the local sector.
As the value of tourism continues to rise supported by new investment, ongoing development and growing demand for staycations, the awards mark a standout moment for the area. Winning businesses will now go on to represent Shropshire and Telford on the national stage later this year, reinforcing the destination’s growing appeal for short breaks and year‑round visits.
Gold Award winners from Shropshire and Telford included:
- The Taste of Shrewsbury Experience – New Tourism Business of the Year
- Ironbridge View Townhouse – Self‑Catering Accommodation of the Year
- Goldstone Hall Hotel & Gardens – Small Serviced Accommodation of the Year
- Shrewsbury Food Festival – Tourism Event / Festival of the Year
- The Barns at Black Water Meadow – Camping, Glamping & Holiday Park of the year
Silver Award winners included:
- Royal Air Force Museum Midlands – Accessible and Inclusive Tourism Award
- Riverside Cabins – Camping, Glamping and Holiday Park of the Year
- Westhope Country Retreats – Self Catering accommodation of the year
Bronze Award winners included:
- Action Scott Escapes – Camping, Glamping and Holiday Park of the Year
- Riverside Cabins – Regenerative Tourism Award
- LOOPFEST – Tourism Event / Festival of the Year
Highly Commended recognition was awarded to:
- Royal Air Force Museum Midlands – Large Visitor Attraction of the Year
The breadth of awards reflects the strength of Shropshire and Telford’s tourism offer, spanning accommodation, heritage, food and drink, festivals and sustainable tourism, and demonstrates the collective impact of businesses operating across the destination.
RAF Museum Midlands won Silver at the recent West Midlands Tourism Awards in the ‘Accessible and Inclusive Tourism’ category
Councillor Rob Wilson, Shropshire Council Cabinet Member for Transport and Economic Growth, said:
“The county’s strong presence among this year’s winners reflects the authenticity, care and ambition that define our tourism sector. Recognition at a regional level showcases the hard work of businesses and organisers who help sustain communities, attract visitors and strengthen the county’s reputation as a place to visit.”
Mandy Thorn MBE DL, Chair of the Telford and Shropshire Local Visitor Economy Partnership (LVEP), said:
“The success of so many businesses from Telford and Shropshire at the West Midlands Tourism Awards is a powerful endorsement of the quality, innovation and commitment found across our visitor economy. These awards recognise not only individual excellence, but also the collective strength of the destination and the collaboration that underpins continued growth and resilience.
At a time of clear growth, increased investment and rising demand for staycations, this recognition reflects the ambition of our tourism sector and the shared commitment to raising the profile of Telford and Shropshire. Our winners should be incredibly proud as they now go on to represent the destination on the national stage.”
Councillor Angela McClements, Telford & Wrekin Council Cabinet Member for Leisure, Tourism, Culture and the Arts, added:
“It is fantastic to see Telford‑based organisations recognised across multiple categories. From award‑winning accommodation to accessible attractions and major events, these achievements highlight the quality visitors can expect when choosing Telford and reinforce the importance of tourism to our local economy.”
Notes to editors:
The Telford & Shropshire Local Visitor Economy Partnership (LVEP) brings together Telford & Wrekin Council, Shropshire Council, and industry partners Visit Telford and Visit Shropshire to strengthen the visitor economy across the county. Our mission is to create a collaborative platform that drives sustainable growth, enhances visitor experiences, and promotes Telford and Shropshire as must-visit destinations in the UK and beyond.
