Tourism Development

Tourism is one of the key drivers of economic growth to the South Warwickshire economy and surrounding areas. It generates a total business turnover of £825 million annually and supports 14,750 jobs.

With so many individuals, small- and medium-sized enterprises, and public and private sector bodies involved in aspects of tourism across the area - including the marketing, management and development of the visitor economy - it is important that there is a focused plan with clear priorities.

To this end, Shakespeare's England is the Destination Management Organisation (DMO) responsible for the production and implementation of the Destination Management Plan for the region.

For more information on Tourism Resources: Enterprise Planning | Stratford-on-Avon District Council

The town of Stratford and its many town centre businesses and events are promoted through the Stratford-upon-Avon BID, a not-for-profit Business Improvement District. This is a membership organisation for businesses in the town centre which have a BRV above £15,000.

As of March 2025, Stratford town has a brand new town website, bringing everything the town has to offer together in one welcoming, easy-to-use place, www.stratforduponavon.org.uk. Designed for both residents and visitors, the website acts as a single starting point to explore, discover and stay informed about what's happening in Stratford-upon-Avon. All businesses and event organisers across the town are encouraged to create or claim their own listing free of charge.

Warwickshire County Council manage Visit Warwickshire, a website promoting the whole of the county and all that it has to offer.

Stratford-on-Avon District Council established a Destination Management Organisation called Shakespeare's England to promote tourism.

• Destination Management Plan 2015-2025 (updated 2018)
• Destination Management Plan overview (August 2018)
• Shakespeare's England Strategy 2019-2022 (updated October 2020)
• View the Warwickshire Accommodation Futures Study
• Find out more about the technical evidence in respect of land for tourism uses