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.”

Find out about our hospitality and tourism courses.