Worcestershire awarded £25k for 'Elgar experience'

A new "Elgar experience" could be developed in Worcestershire after the county's tourism department was awarded £25,000.

The funding, from Airbnb's Best of British Fund, is part of a wider national initiative created with VisitBritain to "champion the traditions, landscapes and cultural experiences that define British travel".

According to the programme, Worcestershire stood out for its "distinctive cultural identity and its role in shaping England's musical heritage".

Visit Worcestershire, run by the county council, said the money would be used to "support the next stage of the Visit Historic Worcestershire project", strengthening the county's reputation as the home of Sir Edward Elgar.

Early ideas for the project include updating the Elgar Route for modern audiences, transforming it into a digital journey.

Others include trails that blend music and landscape, and events inspired by the composer.

Sir Edward Elgar was prominent between the 19th and 20th centuries, known for bringing British music to international recognition.

His music was rooted in the countryside where he grew up, including the Malvern Hills and Lower Broadheath.

Worcestershire county councillor Alan Amos said: "Elgar is one of Worcestershire's most enduring cultural icons, and his connection to our landscapes gives the county a unique story to share.

"This grant allows us to develop fresh experiences that celebrate that heritage while supporting the wider visitor economy.

"It's an exciting opportunity for Worcestershire, and I'm delighted that our county's cultural distinctiveness has been recognised through the Best of British Fund."

Much of the experience is set to be unveiled in 2027, to coincide with the Three Choirs Festival's return to Worcester.

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