Judging criteria focuses on the creation of high quality, memorable experiences, innovation in improving the visitor journey, investment in staff skills and service standards, evidence of strong visitor feedback and repeat custom, and the contribution each business makes to promoting the local area and destination.

From immersive attractions and unique accommodation to guided experiences and hospitality, the finalists represent the breadth, quality and ambition of the county’s tourism and leisure sector. Together, they highlight the vital role tourism businesses play in supporting local jobs, attracting visitors and strengthening the county’s reputation as a place to visit, stay and explore.

The Telford and Shropshire Local Visitor Economy Partnership (LVEP) are proud to work closely with businesses and partners in this vibrant and vital sector and to champion excellence, collaboration, and sustainable growth across the visitor economy.

Ruth Ross, chief executive of Shropshire Chamber of Commerce, said: “Tourism is such an important part of the Shropshire economy, and this award is all about recognising those who contribute to promoting the local area, its culture and appeal as a visitor destination. We have been amazed and delighted by the volume and quality of entries."

Mandy Thorn MBE DL, Telford & Shropshire LVEP Tourism Board Chair added: “These finalists are a fantastic example of the quality, creativity and commitment found across the tourism sector in Shropshire. Their dedication to delivering outstanding visitor experiences not only supports local businesses and jobs but also helps position Shropshire as a distinctive and welcoming destination. We are incredibly proud to see their achievements recognised at a county wide level.”

The winners of the Excellence in Tourism Award will be announced at the Shropshire Chamber Business Awards on 19 June, hosted at the Telford International Centre.

The Telford and Shropshire LVEP congratulate all of the finalists in the Excellence in Tourism & Leisure category, and we wish them the very best of luck at the awards.