Shropshire’s heritage is a global asset, and we at Soulton Hall are deeply engaged in ensuring its full potential is realized. We are pleased to announce that Shropshire Council and its partners have launched the public consultation for the new Destination Management Plan (DMP) 2026–2029. This vital blueprint for the county’s visitor economy is now available for review, and we encourage all residents and stakeholders to participate in helping shape the future of tourism.
It is importnat to share the report informing this plan which is currently being consulted on:
DRAFT REPORT FOR CONSULTATION 2026-2029.
The new plan will serve as the county’s blueprint for developing and managing its visitor economy, and we are proud to have contributed unique historical and cultural perspectives to its foundations.
Soulton’s Contribution: Shakespeare, The Grand Tour, and Global Partnerships
At Soulton Hall, we believe the true potential of Shropshire’s visitor economy lies in fully understanding and exploiting its underappreciated historical depths.
We contributed perspectives and intellectual property to the report that focused on the depth of Shakespeare’s familiarity with the county, a connection that is currently under-understood and under-exploited for tourism.
Furthermore, intellectual property and perspectives belonging to our consultants, BYRGA GENIHT Ltd, also made it into the report, specifically relating to the Grand Tour. These unique insights position Shropshire not just as a beautiful rural destination, but as a critical node in English cultural history and the development of the European Grand Tour tradition.
We are delighted that this vision for high-value, thematic tourism has been recognized in the draft plan, confirming the opportunity for leveraging these historical assets:
In the longer term there are opportunities for us to participate in thematic partnerships nationally and potentially internationally. Examples include partnering with Essex to replicate the Tudor era Grand Tour that involved London, Oxford and Shropshire and strong links with Shakespeare’s England.
The Vision: Increasing Value and Profile
Funded entirely through the UK Government’s UK Shared Prosperity Fund, the DMP sets out an ambitious vision to guide the visitor economy over the next three years. Its key goals are to:
- Increase the value of tourism to the local economy
- Strengthen collaboration across Shropshire and beyond
- Raise the county’s profile among current and potential visitors
- Promote a regenerative approach to tourism, ensuring sustainability and positive impact
- Enhance Shropshire’s reputation as an accessible and inclusive destination
The plan provides clear direction for everyone with a stake in the sector, from tourism businesses and developers to the local authority and community groups. It aims to secure recognition for tourism as a key driver of Shropshire’s economy and to articulate the priorities of local businesses and stakeholders in regional and national strategies. The DMP will also serve as a vital reference for future funding bids and investment decisions
Why Your Voice Matters
Tourism is a major contributor to Shropshire’s economy, supporting thousands of jobs and businesses. In 2024 alone, tourism brought over £910 million to the county, employing 9,153 people. The DMP’s focus on quality, sustainability, and accessibility will help Shropshire remain a top destination.
As Cllr Rob Wilson, portfolio holder for transport & economic growth, noted: “The DMP is a vital step in ensuring Shropshire’s visitor economy continues to grow in a way that benefits everyone—residents, businesses, and visitors alike. We encourage everyone to have their say and help us create a plan that reflects our county’s unique strengths and ambitions.”
Public Consultation Now Open
Residents and stakeholders are encouraged to review the draft DMP and share their views before the consultation closes on 2 February 2026.
The link to add your consultation voice is here:
Help shape the future of tourism in Shropshire
Share your feedback and ideas to help shape the county’s tourism future.
