Upton-upon-Severn in Worcestershire aims to attract more coach tours with its new ‘Coach Stop Upton’ initiative.
The venture has been led by local businesses with Malvern Hills District Council, and coordinated by travel trade specialists Steve Reed Tourism.
Services for coach visits include easier drop-off and pick-up points; driver facilities; parking; meal stops for passengers; and meet-and-greets and tour guides for visitors.
Coach and tour operators from across the country attended a launch event, which included a fam trip based at the Bank House Spa Hotel (pictured) in nearby Bransford.
Delegates saw local attractions including The Fold – a community enterprise based on locally sourced food and healthy living – and the Morgan Museum in Great Malvern.
They travelled with Mainline Coaches; took a cruise onboard the MV Conway Castle; and had a tour of Upton-upon-Severn.
Mal Salisbury, economic development officer at Malvern Hills District Council, said: “The tour buyers were able to see that we have great accommodation for groups in the shape of the Bank House Hotel and that Upton’s tourism businesses are truly committed towards attracting groups of visitors.”