Tourism Leadership Board appointed to shape future of Telford and Shropshire Visitor Economy

Telford and Shropshire has reached a major milestone for its visitor economy, with the appointment of a Tourism Leadership Board bringing together ten of the county’s leading visitor economy sector figures to turn ambition into action.

At the heart of the VisitEngland-accredited Telford and Shropshire Local Visitor Economy Partnership (LVEP), the Tourism Leadership Board brings together leaders from across key sectors, including landscapes, heritage and culture, hospitality and food, attractions, retail, business events and place-making. It will set the strategic direction and provide a stronger national voice to help realise the area’s full potential.

The Tourism Leadership Board is part of a new public-private partnership for Telford and Shropshire, created to unlock growth, enhance the visitor offer and drive delivery of the Destination Master Plan for the thousands of tourism, hospitality and visitor-economy businesses across the area.

It is founded on a strategic collaboration between Telford & Wrekin Council, Shropshire Council, Visit Shropshire and Visit Telford. The partnership strengthens a shared, county‑wide approach to growing the visitor economy. By working together, partners continue to align leadership, insight and investment to support tourism businesses, ensure consistent decision‑making and drive sustainable, long‑term growth for the benefit of local communities and the wider economy.

Andrew Stokes, VisitEngland, England Director, said: “Telford and Shropshire is a destination of real national significance, with a compelling mix of heritage, landscapes and culture. This Tourism Leadership Board is a strong step forward: bringing partners together around one plan, one voice and a clear route to delivery. We’re proud to support the destination as it turns ambition into action and creates long‑term value for visitors, communities and businesses.”

Telford and Shropshire LVEP Tourism Leadership Board:

• Landscapes and Outdoor Representative: Phil Holden, Shropshire Hills National Landscape
• Museums and Attractions (National): Mark Agnew, Ironbridge Gorge, National Trust Shropshire
• Museums and Attractions (Large)  Abi Betteridge RAF Museum Midlands
• Museums and Attractions (Small): Will Dorrell, Hoo Farm & Dinosaur World
• Culture, Heritage and Arts: Jonathan Soden, Soden Gallery
• Business Events Representative: Alison Griffin, Telford International Centre
• Food, Drink and Hospitality Representative: Adam Purnell (The Shropshire Lad), Embers, Emburgers and Baked Bean
• Place and Towns Representative: Seb Slater, Shrewsbury BID / Visit Shropshire
• Shopping Centre and Large Retail Representative: Glynn Morrow, Telford Centre
• Accommodation Representative (Small, B&B, Self Catering, Glamping): Mark Beb, Salop Leisure

Ahead of the Board’s first formal meeting, members met at Shrewsbury Flaxmill Maltings, a symbol of innovation and place-led regeneration to mark a shared ambition and a new era of collaborative destination leadership.

Mandy Thorn MBE DL, Chair of the Telford and Shropshire Tourism Board, said: “We’ve brought together a Leadership Board with the reach, experience and energy to make a real difference. Our job now is simple, back great businesses, champion our places and deliver the Destination Master Plan with pace and purpose. If we work as one destination, we can grow the visitor economy in a way that feels right for local communities and unmistakably reflects what makes Telford and Shropshire special”.

Councillor Angela McClements, Co‑Vice Chair of the Tourism Leadership Board and Telford & Wrekin Council Cabinet Member for Culture, Leisure & Tourism said: “This Leadership Tourism Board reflects the scale and richness of our visitor economy, and the pride people feel in this place. From world‑class heritage and National Landscapes to hospitality, culture, retail and business events, it brings us to one shared table where we can listen, align and act. By working in true partnership, we can welcome more people, create opportunity and ensure the benefits of tourism are felt in towns, villages and neighbourhoods across Telford and Shropshire”.

Councillor Alex Wagner, Co‑Vice Chair of the Tourism Board and Shropshire Council Cabinet Member for Transformation and Economic Growth, said: “Shropshire’s appeal is built on the quality and authenticity of its places and that’s something we have a responsibility to protect. This Board is about partnership, joining up Councils and industry to target investment, improve connectivity and strengthen the visitor offer. Done well, tourism supports jobs and local enterprise while safeguarding the character of the environment and the places people come here to experience”.