Students help revitalise Great Malvern visitor strategy for the next generation

April 2025

By Sean Madden

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Six students from the Department of Hospitality and Tourism have begun work in collaboration with Malvern Hills District Council to help deliver a new sustainable tourism and hospitality project.

Entitled 'Malvern Hills Tourism Strategy: Engaging the Next Generation', the work will allow students to use the theoretical knowledge gained from their studies to support practical, real-world objectives.

With the primary aim of attracting younger visitors to The Malverns, the project also hopes to promote the area as a sustainable tourism destination and a location with great employment opportunities.

The students, completing a mixture of International Tourism Management and International Hospitality Management degrees, recently visited the Economic Development and Tourism Team at Malvern Council House, and will be assisting with the creation of a marketing strategy and a variety of initiatives targeting young people aged 18-35. 

Simon Faulkner, senior lecturer at University College Birmingham said: "The students and I are very excited to work with Malvern Hills District Council on this inspiring tourism project.

“We believe the area has a huge amount to offer the next generation of tourists and we look forward to creating a strategy that promotes the natural beauty and thriving town to young people, whilst respecting the rural environment of the area and the local communities who call the area home". 

While working on the project, students will focus on promoting youth friendly activities, festivals and events, development of targeted campaigns, and the creation of digital and social media campaigns that connect with younger audiences.

Victoria Carman, Visitor Economy and Towns Manager at Malvern Hills District Council, said: “The district offers an excellent opportunity for tourism growth, and employment, and we are really looking forward to working in partnership with University College Birmingham on this great new project.”

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