Students help revitalise Great Malvern visitor strategy for the next generation

April 2025

By Sean Madden

Share post:

Read time: approx 1 mins

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.鈥�

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

鈥淲e 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".鈥�

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: 鈥淭he district offers an excellent opportunity for tourism growth, and employment, and we are really looking forward to working in partnership with 爆料王 on this great new project.鈥�

Find out about our hospitality and tourism courses.

Check out our latest news stories

University joins Fatima Whitbread鈥檚 Action Hub to strengthen support for care experie…

Initiative aims to drive practical, collaborative action that can be replicated nationally.

Lucy Powell鈥檚 appointment: what it means for early years and early childhood studies…

Senior lecturer in education, Emma Davis, shares her hopes and insights.

University acquires former The Cube Hotel and Marco Pierre White restaurant

Students and the city to reap rewards of major hospitality investment.

INWED 2026: amplifying a national call for inclusion, belonging and skills innovation

National event highlighs inclusion, belonging and skills innovation in STEM.

Employer insight: LiveWell Health on the impact of UCB student placements

Steve Hartill discusses why placements are so valuable for students and employers.

University celebrates double national awards success for Graduate Re-Tune partnership

Regional collaboration reinforces the University鈥檚 commitment to collaborative employability initiatives.