visit britain 2024

England’s 2024 travel scene – what’s trending?

February 2024 : VisitEngland has identified a number of travel trends for 2024, including more ways to enjoy the ever-evolving English wine scene, new immersive experiences offering a peek behind the scenes and a spotlight on outdoor trails with the King Charles III England Coast Path opening fully by the end of the year.

A vintage year for English wine

Raise a glass to England’s wine scene, which is brimming with new tours and festivals this year. In Norfolk, Norwich Wine Week (June) will celebrate the local viticulture that’s rooted in Ancient Rome – with today’s award-winning vineyards and producers bringing a modern twist. Delve further into England’s wineries with new offerings launching in spring 2024: Wine Tours of Kent presents its new Twilight Tours (April), combining exclusive tastings and vineyard visits – while Bath-based Minerva Wine will whisk wine lovers on a host of new tours, tastings and grape picking experiences – along with launching luxurious shepherd huts and accommodation packages (April). Years in the making, the first sparkling wines of Domaine Evremond will finally be ready to taste in September 2024 with the winery and visitor centre also opening in late 2024: in partnership with Taittinger, this Kent vineyard will take fine English wine to new heights. In December, the London Wine Festival is set to put home-grown vineyards in the spotlight, with four days of expert-led tastings, artisan stalls and cork-popping events.  If mixology masterclasses are more your thing, it’s a bumper year for the Birmingham Cocktail Weekend , which will mark its 10 th anniversary by launching a new winter festival in October), and extending its July event to four days. Cheers to that!

New reasons to get outdoors

Take a walk on the wild side! Recent VisitEngland Domestic Sentiment Tracker insights show us that UK holidaymakers are ‘more likely’ to seek out outdoor areas and leisure or sports activities in 2024, thanks to the affordability of activities like hiking, cycling and swimming* – and of course, it’s a boost for health and wellbeing too. The King Charles III England Coast Path , the world’s longest continual coastal walking route, will fully open by the end of the year – an incredible 2,700-mile (4,498km) trail through the nation’s most glorious beaches, clifftops and seaside towns. Meanwhile, Lancashire’s Garstang Walking Festival will hold its 20 th anniversary celebration in May , Wiltshire’s Corsham Walking Festival will celebrate its 10 th anniversary in June and the Isle of Wight Walking Festival will mark 25 years (spring and autumn) – featuring expert-led hikes and activities for all abilities. For tangible history, follow Leicestershire’s Bosworth 1485 Trail : it will open in autumn, with bespoke new sculptures bringing the centuries-old tale of King Richard III to life. In Oxford, this summer’s colourful OxTrail will feature 30 life-sized oxen decorated by local and international artists, while the life-affirming beauty of the South West Coast Path is set to grace our screens in 2024, with the film adaptation of The Salt Path . Raynor Winn’s best-selling memoir will star Gillian Anderson, Jason Isaacs and the magnificent Cornwall, Somerset, Devon and Dorset seascapes.

*For more details, please see the Domestic Sentiment Tracker Report – January 2024 .

Peek behind the scenes

Calling the curious: 2024 is full of opportunities to explore places and landmarks as you’ve never seen them before. Maybe you’ll immerse yourself in 2,000 years of history at Leicestershire’s revamped Jewry Wall Museum (autumn) or discover the medieval keep (tower) of Norwich Castle for the very first time, as the mighty fortress reopens this summer after an extensive restoration. At Icons of Fashion (March to June) at Oxfordshire’s Blenheim Palace which will reveal hitherto unseen couture, photography and sketches. In London, the Design Museum’s Barbie (from July) and The World of Tim Burton (from October) will give fans an immersive behind-the-scenes experience. Take a further break from reality at Bristol’s We The Curious , which will feature the UK’s only 3D planetarium with full surround sound for an epic journey through space (spring). In March, the new Showtown museum will put Blackpool’s showbiz roots in the spotlight: from its decades of glittering cabaret and comedy hits, to the stars of Strictly Come Dancing .

The joy of eating local

We’re hungry for adventure: according to insights from VisitEngland, trying local food and drink is a priority for UK holidaymakers, as more than a third of those planning to travel in the next three months say it’s top of the agenda for their next staycation* . So, what’s on your menu? In Liverpool, BOXPARK (opening in spring) will showcase homegrown street eats and live entertainment, while Manchester’s House of Social is set to launch in late 2024, with five open kitchens serving affordable, locally sourced fare. In Sheffield, the new Cambridge Street Collective (Easter) will feature cooking classes, food stalls and a microbrewery. Also this spring, The Rising at Raby Castle will open in County Durham, while Oxford Covered Market will debut a new-look outdoor area for dining, live music and festivals. In its 2024 travel trends forecast, Booking.com reports that the majority of UK holidaymakers (52%) are now more interested in learning about a destination’s foodie history than they were in the past – and they’ll find plenty to savour in England. Whether that’s exploring the 200 years since the first Cadbury shop , or feasting on award-winning cheese and artisan cider at the Bath & West Food & Drink Festival 2024 – which will take place for the first time in March.

Sporting heroes, old and new

From epic goals to global glory, 2024 will be a year of sporting champions.  In football, Premier League club Aston Villa FC will celebrate its 150 th anniversary with fan events and exhibitions at Birmingham’s Villa Park – while Everton FC’s new stadium in Liverpool is set to open at the end of the year. March will mark the 100 th birthday of the Gold Cup at Cheltenham Festival , one of horse racing’s most hotly-contested fixtures: don’t miss its ‘Parade of Champions’, a chance to see legendary horses and jockeys return to the racecourse. This summer, Team GB will be hoping to take the Paris 2024 Olympic games (26 July to 11 August) and Paris 2024 Paralympic games (28 August to 8 September) by storm, and you can be part of the action at the free Fanzones throughout England (details TBC). The Paralympic flame will be relayed to the French capital from Stoke Mandeville Stadium in Buckinghamshire – the birthplace of the Paralympics and the new permanent lighting point of its torch (announced in October 2023) – so now’s your chance to explore its inspirational Paralympics museum and events.

Notes to editors:

• VisitEngland’s comprehensive What’s New in England 2024 overview can be downloaded here . The password is England2024
• Registration to the VisitBritain asset library is required to download general destination images. Register here .

For more information visit:

media.visitengland.com   www.visitengland.com

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Tour of Britain 2024

Get ready for exhilarating racing as the Lloyds Bank Tour of Britain returns to the Tees Valley this September!

After the huge success of its inaugural run in the region, the Lloyds Bank Tour of Britain is returning for a second year. Kicking off on Wednesday 4 th September, riders will battle it out at some of Tees Valley’s most iconic spots, including Saltburn Bank, Yarm High Street and Darlington town centre.

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Sheffield is gearing up for an exciting day of cycling as the Lloyds Bank Tour of Britain race returns to the city this autumn on Thursday 5 September 2024.

South Yorkshire will host stage three of the men’s race which attracts top international cyclists, including Olympic and Tour de France champions.

A challenging route through the four regions of South Yorkshire, the stage will begin in Sheffield and then head through Rotherham and Doncaster before finishing in Barnsley.

Taking in some of South Yorkshire’s most famous, and hardest climbs, to provide a real test for the world’s top riders, the 166-kilometre (103-mile) stage will start from Arundel Gate in Sheffield City Centre, marking the first time that the race has been to the city since 2006.

Over 2,700 metres of ascent will face the riders, including categorised King of the Mountains climbs at Loxley, Oughtibridge, and Hound Hill on the outskirts of Barnsley, the summit of which comes with just four kilometres of racing remaining, and is sure to be key to the stage victory.

Thousands of residents and visitors will be able to catch a glimpse of the action as the riders race against the scenic backdrop of The Outdoor City.  

Stage 3 Route

Distance 166.1km

Elevation 2,736m

From the start in Sheffield, the climbing will start almost immediately, as the race heads west, skirting the Peak District National Park with the first categorised King of the Mountains climb coming on Long Lane above Loxley within 20 kilometres of racing.

The one kilometre climb averages almost 9%, with only a short descent before the race tackles the second King of the Mountains at Oughtibridge Lane, or Jawbone Hill, a 1.7-kilometre climb averaging 9%, which was climbed by the Tour de France in 2014.

Road closures information and timings 

Arundel Gate For the safe setup of staging and barriers at the start line on Arundel Gate, the road will close at approximately 4am on the day of the race. The presentation of teams on the podium will begin at 09:50, ahead of the stage start at 11:00.

We expect Arundel gate to reopen at around 3pm, after the removal of all staging and barriers.

Rolling road closure To manage the race safely and ensure that spectators have an enjoyable experience, a robust Traffic Management Plan has been established. The race will be managed by a rolling road closure, which means roads on and around the race route will be closed for a short period – usually about 15 to 30 minutes – as the race passes by. This will be indicated by police escort vehicles.

The route will be marked with yellow advanced warning signs in the run up to the race and members of the public will be politely asked to refrain from parking during the hours of 10:00 – 14:00 on Thursday 5 September.

Public transport Some bus services will be diverted or suspended according to road closures. Full information about affected bus services is available at   Latest news updates - Travel South Yorkshire

You can find further travel info and details here .

Key info for Spectators and Residents

Spectator guide.

Here you'll find information to help you plan your day watching the race in person or from the comfort of your home.

Information for residents

Here you'll find the official information that was sent out to residents living along or close to the Tour of Britain route in advance of the race.

Get involved

Show your support to the Tour of Britain riders! Sheffield City Council have created an activity pack so that children, young people, families, schools and community groups can get involved in the Tour of Britain fun. The pack includes fun facts and information, a quiz and activities to help you get crafting.

Dress your fences, gardens and windows with bunting and decorations to show the riders our support and the TV cameras just how much community spirit our great city has.

Community Cycling Festival

As part of the Tour of Britain 2024 festivities, Sheffield will host an evening community cycling festival. This free event is an opportunity for people of all ages and abilities to develop their skills and find out more about cycling.

Coming to Sheffield for the race?

Sheffield cycle tours.

Sheffield Cycle Tours provides tours for cyclists who wish to learn about the history and culture of Sheffield.

Relive the spirit of Le Tour in Sheffield

Stage 2 of the 2014 Tour de France Grand Départ raced into Sheffield, along winding country roads, up infamous Sheffield hills and through the city’s streets. Retrace the route and give it a go!

Cycling in Sheffield

If you feel inspired to get cycling, there are some great resources in Sheffield to help. Below you'll find info for cycle training, bike hire and routes in and around the city...

Cycle routes and groups

There are a variety of cycling routes in and around the city, as well as cycling groups that you can join.

Cycling safety courses

Whether you're just starting or want to build more confidence, there are classes available in Sheffield to help both adults and children learn to cycle.

CycleBoost is delivered by A Different Gear on behalf of Sheffield City Council. It’s aim is to promote active travel and encourage more people to replace shorter car journeys by travelling by bike.

Active Travel

The South Yorkshire Mayoral Combined Authority Active Travel Implementation Plan sets out how, by 2040, a fully connected network of walking and cycling routes will link our region, transforming communities and ensuring that people have the means and the confidence to leave their cars at home, and choose to travel on foot or by bicycle. 

Scottish Borders stage revealed for Tour of Britain

Details of the opening stage of this year’s Lloyds Bank Tour of Britain Men in the Scottish Borders have been announced. Taking place on Tuesday 3 September, this spectator-friendly stage is 181.9 kilometres (113.1 miles) long.

Starting and finishing in Kelso, it will also pass through Coldstream, Gordon, Melrose, Denholm, Jedburgh, and St Boswells. It will include five categorised climbs and will have more than 2,300 metres (more than 7545 feet) of ascent in total.

This stage will get the twentieth edition of Britain’s biggest professional bike race underway in Scotland.

In this article:

The 2024 route through the scottish borders, previous tour of britain visits to the scottish borders, south of scotland: uci bike region.

The first stage route features two loops. This enables spectators in Kelso, Melrose, on the categorised climbs at Scott’s View, and Dingleton to see the race in action twice.

From Kelso, the race will first head east alongside the River Tweed to Coldstream. It will then turn north and west via Greenlaw, Gordon and Smailholm to the first ascent of the scenic viewpoint of Scott’s View.

The first 2.5 kilometre (1.6 mile) climb averages a 2.5% incline. Within 10 kilometres (6 miles), this is followed by a toucher 6.2% average gradient during the 2 kilometre (1.2 mile) climb to Dingleton in the Eildon Hills above Melrose.

The route continues south to Denholm, climbing Dunion Hill for 3 kilometres (1.9 miles) at a 5.4% incline. It then descends into Jedburgh before returning to Kelso along the River Teviot.

Riders will then repeat the intermediate sprint in Melrose and the King of the Mountains climbs at Scott’s View and Dingleton. The latter comes with just under 23 kilometres (14.3 miles) of racing remaining. This sets up a thrilling chase back to the cobbled finish in Kelso.

The stage will also feature three intermediate sprints, time bonuses, and points for the sprinters jersey. The sprints are in Melrose, Kelso, and Melrose again, happening at 75 kilometres (46.6 miles), 128 kilometres (79.5 miles), and 156 kilometres (96.9 miles) into the route respectively.

Following the Scottish Borders stage the Lloyds Bank Tour of Britain Men heads to the Tees Valley, South Yorkshire, East Midlands, and West Northamptonshire. The race will then conclude in Suffolk on Sunday 8 September after six stages of racing.

More details of the Lloyds Bank Tour of Britain Men, including the detailed stage timings and competing teams will be announcing in the coming weeks.

Fans wanting to enjoy the Lloyds Bank Tour of Britain Men with premium experiences can now get closer to the action with hospitality, in-car places, and exclusive helicopter packages.

The route for the Scottish Borders stage of this year’s Lloyds Bank Tour of Britain Men is superb and will be a fantastic advert for the Scottish Borders and cycling in the region. It is especially exciting to have the element of a loop through Kelso, the iconic viewpoint at Scott’s View and Melrose, giving spectators the opportunity to see the race on multiple occasions. We look forward to welcoming visitors from across the country to enjoy not only some world class cycling, but also our brilliant local businesses and additional activities and events that we are planning. Councillor Scott Hamilton, Scottish Borders Council’s Executive Member for Community and Business Development

The Lloyds Bank Tour of Britain most recently visited the Scottish Borders in 2022. That year, it was Cees Bol who took a thrilling stage win in Duns.

Kelso has hosted the national Tour on three previous occasions:

• In 2015, when Elia Viviani won at nearby Floors Castle
• In 2017 and 2019, when Caleb Ewan and Metteo Trentin won respectively on Kelso’s cobbled market square

The Scottish Borders has a long history with the Lloyds Bank Tour of Britain Men. So, we are delighted to have worked with our partners at Scottish Borders Council to come up with this spectator friendly, and challenging route, for the riders. With five categorised climbs, this will be a tough opening stage is by no means certain to end in a sprint. And so, it should set up a thrilling battle between the sprinters and those riders who believe the final climb at Dingleton can be a launchpad to victory in Kelso. Lloyds Bank Tour of Britain Men Race Director Rod Ellingworth

The South of Scotland was recognised in 2023 as being a UCI Bike Region.

It received this prestigious accolade, not just due to its commitment to host elite cycling, but also due to its dedication to enable cycling for all.

There are only 26 cities and regions around the world that can call themselves a UCI Bike Region.

This will be the tenth time in 15 years that the area has held a stage start or finish of the Lloyds Bank Tour of Britain Men.

Find out more about the South of Scotland as a UCI Bike Region on southofscotlandenterprise.com.

The Scott's View climb during the 2019 (credit: SWpix)

The Scottish Borders have a strong history of hosting the Lloyds Bank Tour of Britain Men, and it will once again provide the perfect stage for the start of this year’s race. Set against the backdrop of some of Scotland’s most iconic and spectacular locations and countryside, the two loops featured in the opening stage route will give spectators plenty of great places to get out and watch the 20th edition of Britain’s biggest professional bike race. Scotland is one of the best places in the world to experience events and EventScotland is proud to be supporting of the Lloyds Bank Tour of Britain Men. Paul Bush OBE, Director of Events

Related links

Sprint world orienteering championships shine in edinburgh, orkney 2025 one year to go, scotland's summer of golf, tour of britain returns to scotland.

Tour of Britain 2024: The Route

Stage 1 of the Tour of Britain is played out in the Scottish Borders. After a 181.9 kilometres race with an elevation gain of 2,381 metres, the riders cross the line on the cobbled market square in Kelso. The last hill is crested with 23 kilometres to go.

The riders cross from Scotland into England in the 2nd stage . They set off from Darlington and finish on the seafront in Redcar after conquering 2,594 metres of climbing over a 152.1 kilometres route. The iconic Saltburn Bank ascent spices up the finale.

At 166 kilometres, the 3rd stage goes from Sheffield to Barnsley. The elevation gain adds up to 2,736 metres, while the last climb tops out with 4 kilometres to go.

The riders travel from Derby to Newark-on-Trent in the 4th stage of the Tour of Britain. It’s a relatively short test of 138.5 kilometres with 1,229 metres of climbing.

The penultimate stage loops from Northampton back to Northampton on a route covering 146.9 kilometres and featuring and elevation gain of 1,276 metres.

The final stage takes the riders through Suffolk from Lowestoft to Felixstowe. The 158.4 kilometres race is expected to come down to a bunch sprint, as the elevation gain is merely 817 metres.

Tour of Britain 2024: routes, profiles, more

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Accommodation Update – January 2024

From lavish city centre locations to luxury lodges a stone’s throw from Michelin-starred dining, Britain’s accommodation offering continues to expand in 2024. Here’s the latest hotel openings and some hotly anticipated spring additions to look out for.

• Accommodation and Taste updates
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W Edinburgh and Marriott International

W Edinburgh Hotel room

Recently opened  

W Edinburgh Opened in November 2023

Sitting boldly amid the Edinburgh city centre skyline is the striking circular design of  W Edinburgh from the Marriott Hotel group. Located in St James Square, the hotel is comprised of 199 rooms and 45 suites and marks the brand’s first venture in Scotland, and second in Britain, following on from W London in Soho. Guests can expect plush, cosy, fabrics inside, with impressive views across the city from suites. W Edinburgh’s signature restaurant, Sushisamba, features a fusion of Japanese, Brazilian and Peruvian cuisine, while the W lounge offers all-day dining. For cocktails, head to Joao’s Place – a secret apartment speakeasy serving premium spirits. The fitness centre hosts state-of-the-art equipment, while the Away Spa will ensure that guests are fully pampered and relaxed during their stay. 

Opening soon  

Hampton by Hilton, London Old Street Opening in January 2024 

Located a short walk from Old Street station,  Hampton by Hilton London Old Street is the latest offering from the hotel chain to launch in the city. With 107 guest rooms, a fitness centre, free WIFI throughout, and hot breakfasts, the hotel is designed for business and leisure travellers alike. Other facilities include an Italian restaurant and a conference meeting room. The Tower of London and British Museum are two tourism highlights less than two miles away, while the hotel has an eco-friendly system harvesting rainwater for reuse. 

Hotel Indigo, Coventry Opening in January 2024

From IHG Hotels and Resorts comes boutique-style  Hotel Indigo Coventry . The 100-room city centre hotel offers access to the city’s rich heritage and history. Bedrooms reflect a modern and comfortable design, while contemporary food and beverage offerings can be found at the Cogs Restaurant. Other facilities include a gym, board room and laundry service.   

Tynecastle Park Hotel, Edinburgh Opening in February 2024

Owned by Scottish Premiership football club Heart of Midlothian, the  Tynecastle Park Hotel will be the UK’s first club-owned hotel, set within a football club. One for football fans, business travellers and leisure travellers, guests can choose from a range of 25 comfortable yet stylish family, executive and accessible rooms. The hotel will also feature a club lounge, plus conference and exhibition spaces. Look out for the award-winning Skyline restaurant, situated on the third floor with views over Edinburgh. Menus are created using seasonal ingredients and aim to highlight the best of local produce.

The Reach at Piccadilly, Manchester Opening in February 2024

For city centre convenience,  The Reach at Piccadilly , Manchester, ticks the box. Found just 90 seconds from Manchester Piccadilly Station, the Marriott Bonvoy Tribute Portfolio Hotel offers a sense of calm from its location alongside the Rochdale Canal. Guest will be able to enjoy views of Lock 84 while they tuck in at The Reach at Piccadilly, the hotel’s onsite restaurant and bar. Open for breakfast, lunch, and dinner, expect a mix of small and larger plates. Other facilities include a fitness centre, dry cleaning service, a gift shop and 24-hour room service.

art’otel Hoxton, London  Opening in March 2024 

Found in the cool city hub of Shoreditch, the hotly anticipated  art’otel Hoxton will soon open its doors. Part of the Radisson Hotel group, the 357-room hotel will feature signature artworks throughout from artist Dean Stockton, known as D*Face. Guests can also enjoy an art gallery with a rotating calendar of multi-media exhibitions from fresh contemporary talent. Two original Banksy artworks will also be displayed within the public areas. Spread over 27 floors, the 25th floor will host the signature restaurant offering 360-degree views, while the ground floor cafe and bar has an alfresco outdoor terrace. A first-floor lounge bar will offer cocktails and live music, with other facilities including a swimming pool, spa and wellness centre, meeting and events rooms, and wedding and celebration spaces.

Hyde London City Opening in March 2024

The modern  Hyde London City will be situated within an architectural gem on Old Bailey Road. Occupying the site known as the Spiers & Pond hotel, the building dates to 1874 and is just a five-minute walk from St Paul’s Cathedral. The revamped offering is set to be a welcome retreat for visitors, a boho-chic hideaway in the heart of the city. There will be 111 rooms over seven floors, with interior design drawing on the building’s rich history, with a festival-inspired twist. Levantine will be the signature restaurant, along with a Japanese influenced speakeasy bar. There will also be a state-of-the-art gym. The development is a joint venture with Accor, under the Hyde Hotels, part of the creative entrepreneurial Ennismore group. 

Luxury Lodges at Moor Hall, Aughton  Opening in March 2024 

Guests can get back to nature with a luxury cabin stay in the woods at  Moor Hall . Adding to its roster of plush rooms within the main house and gatehouse, seven new luxury lodges are due to launch within the grounds. With rustic wood finishes throughout, each lodge will have original features and include a lounge, bathroom, bedroom, and outdoor terrace, offering a peaceful retreat for guests. The two Michelin-starred Moor Hall restaurant offers award-winning, while sister restaurant, The Barn, also holds its own Michelin star. Foodies can also visit a third Michelin star restaurant at So-lo, located a short drive away in the village of Aughton.

Ones to watch…  

100 Princes Street, Edinburgh Spring 2024

Positioning itself as a lavish haven of calm in the heart of Edinburgh’s tourist hotspot Princes Street,  100 Princes Street is set to open in the former Royal Overseas League building this spring. Offering 30 bedrooms, this boutique hotel from the Red Carnation Hotels group will feature curated furnishings and local artwork. The building’s original features will be respected during the renovation project, while rooms will offer modern luxuries and views of Edinburgh Castle. Look out for the wine wall featuring more than 200 fine wines from South Africa and the extensive wine cellar, with a collection of Scottish whisky. Details of food and beverage options are to follow. 

Mandarin Oriental London Spring 2024 

A 50-room new build hotel from the Mandarin Oriental group, the  Mandarin Oriental London is scheduled to open in London’s prestigious Hanover Square. Promising urban luxury, with two signature suites, the interior will showcase a vibrant and contemporary design throughout with artwork from local British artists. The food and beverage offering will include the Akira Back restaurant from the Michelin-starred chef of the same name, offering a blend of Korean and Japanese cuisine, as well as the ABar Lounge and a Dosa restaurant. Facilities will include an urban spa with wellness treatments, 25-metre swimming pool, vitality pool, sauna and relaxation room. 

Treehouse Hotel Manchester, Manchester  April 2024

With a fun, playful vibe,  Treehouse Manchester will offer guests a city centre retreat alongside event spaces with panoramic views. This pet-friendly hotel will feature nature-inspired bright interiors with cosy fabrics and vibrant colours, as well as blackout blinds and free Wi-Fi in all 224 guest rooms. The ground floor restaurant, headed by chef Mary-Ellen McTague, will have all-day dining with British produce. For flavours from further afield, the 14th-floor destination restaurant and bar will serve up South-East Asian fare fused with a British twist from chef Sam Grainger. Lounge and bar The Nest will have snacks and cocktails. There will also be an exclusive option in The Hide Out, with more details coming soon.

The Emory, London April 2024

Taking reservations from April 2024,  The Emory is a 60-room luxury hotel overlooking Hyde Park. Bright contemporary designs from interior architect André Fu await guests, featuring everything from marble and hardwood to glass and pastel palettes. Dining options are taking reservations from January 2024 and includes abc kitchens, with contemporary dishes from chef Jean-Georges Vongerichten. The Emory Bar, found on the ground floor, offers a selection of cocktails, coffee and dishes from the restaurant. Guests will have access to Surrenne, a private members’ club wellbeing sanctuary, as well as an in-suite private bar and access to the private roof top bar, Bar 33.

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VisitEngland announces Tourism Superstar 2024 finalists

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January 2024

VisitEngland has today 18 January revealed the 10 superstars to make the shortlist of its annual search to find the unsung hero of England’s tourism industry.

VisitEngland’s Tourism Superstar competition, now in its 12 th  year, seeks out champions currently working in tourism who provide unforgettable visitor experiences, as well as showcasing the variety and quality of England’s tourism offer and destinations.

The 10 finalists were selected out of dozens of submissions from employers and destinations across England covering all areas of tourism. The finalists now go on to compete for the title of Tourism Superstar, decided by a public vote this year run on VisitEngland’s website.

VisitEngland Director Andrew Stokes said:

“We have the most wonderful people working in our industry and Tourism Superstar is about recognising those individuals who go the extra mile to make visitor experiences truly special. Whether discovering a city from its waterways, exploring a destination led by volunteers, running a cycle hire non-profit or showcasing culinary delights with food tours, these individuals truly go above and beyond in their roles as tourism ambassadors. 

“I congratulate the 10 finalists and wish them every success in the competition, though of course they are all superstars already. I also encourage everyone to get involved and cast their votes once the competition opens.”

VistEngland’s Tourism Superstar 2024 finalists are:

• Emily Williamson, Pub Tours Ltd, Peak District 
• Field Sport UK, Leicestershire
• Sue & Ian Rainford, Brickhouse Farm Cottages, Lancashire
• Pete Chambers, The Coventry Music Museum
• Lily-Rose Sheppard, Paddlesport Guide, Roundhouse Birmingham
• Isle of Wight Ramblers: David Howarth, David Yates and Linda Jones
• Liam White, Animal Manager, Fairytale Farm, Chipping Norton
• Robert Dennis Brown, Dalby Forest Cycle Hub, North York Moors National Park
• Bury St Edmunds Tour Guides
• Amy Whitfield Triple A Food Tours, North East of England

The public will be able to vote for their favourite superstar on VisitEngland’s website from mid-February when the competition officially opens. Short films of all the finalists, carrying out their duties in their tourism roles, promoting their local destinations will, be shown on VisitEngland’s website to support with voting. Voting closes at the end of English Tourism Week (ETW). ETW takes place from 15-24 March 2024. 

The superstar with the highest number of votes is crowned winner at the end of the competition with the Tourism Superstar award handed out in spring at the VisitEngland Awards for Excellence event. 

For more information on VisitEngland’s Tourism Superstar 2024 finalists go to:  https://www.visitbritain.org/working-us/visitenglands-tourism-superstar…

Tourism is one of England’s largest and most valuable industries, supporting hundreds of thousands of small-to-medium sized businesses, employing 2.6 million people and, in 2022, generating £66 billion for the economy in domestic visitor spending.

Press contact

Charlotte sanders.

Senior Press Officer, London, UK

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