Businesses across Herefordshire have voted overwhelmingly in favour of a further five-year term for Visit Herefordshire, securing continued investment, destination marketing and support for the county’s visitor economy through to 2032.
Visit Herefordshire has secured a successful ballot result, with both statutory voting thresholds met, paving the way for a second five-year term from 1 April 2027 to 31 March 2032.
The ballot, independently administered by Civica Election Services, saw 74.73% of businesses voting in favour, while 87.59% of votes by aggregate rateable value were also cast in support.
The result represents a significant endorsement of Visit Herefordshire’s work since its establishment in 2022 and its ambition to grow the county’s visitor economy to £1 billion by 2035.
A vote of confidence in Herefordshire’s visitor economy
Visit Herefordshire, the trading name of Herefordshire County BID, works with businesses, communities and partners to promote the county, attract visitors and investment, and create opportunities for growth across the local visitor economy.
Since 2022, the value of Herefordshire’s visitor economy has increased from £470 million to a record £830 million. The sector now supports almost 8,000 jobs and accounts for 24.6% of the county’s economy.
The successful ballot will enable Visit Herefordshire to build on this progress, with a new five-year Business Plan setting out its priorities for continued investment, collaboration and destination development.
Joanna Hilditch and Glenn Jones, Co-Chairs of Visit Herefordshire, welcomed the result.
“Today is a day to celebrate. This result is a powerful endorsement from businesses across Herefordshire and a clear vote of confidence in what we have achieved together over the last five years.
“When Visit Herefordshire was established in 2022, we shared an ambition to raise the County’s profile, attract more visitors, create more opportunities for businesses and unlock greater investment into our visitor economy. Together, we have achieved remarkable progress.
“We would like to thank every business that took part in the Ballot and especially those who voted YES. Your support enables us to continue building momentum and delivering benefits for businesses across the County.”
They added that the next five years presented an exciting opportunity to build on the foundations already established and take Herefordshire’s visitor economy further.
New business plan sets out priorities for 2027–2032
The next term will focus on coordinated destination marketing, business support and initiatives designed to strengthen Herefordshire’s appeal as a visitor destination.
Key commitments in the Visit Herefordshire Business Plan 2027–2032 include the continued development of its website and digital platforms, the Film Office and screen tourism, the Outdooractive platform and Visit Herefordshire App, and the SEEDL Training Platform.
The plan also includes the Place Support Partnership Cost-Savings Scheme, the Market Town Support Fund, leadership of the Local Visitor Economy Partnership and national representation, alongside delivery of the Destination Management Plan.
Together, these initiatives are intended to support businesses, strengthen partnerships and create opportunities for growth across the county.
Diane Mansell, Chief Executive of Visit Herefordshire, described the result as a landmark moment.
“This is a landmark moment for Herefordshire.
“A YES vote is a vote for growth, ambition, collaboration and continued investment in Herefordshire.
“Over the last five years we have worked closely with businesses, partners and communities to raise Herefordshire’s profile, attract new visitors and create opportunities for businesses to thrive. Today’s result means we can build on those achievements with even greater ambition.
“The hard work starts now. We are excited to begin delivering our new Business Plan and working towards our shared ambition of a £1 billion visitor economy by 2035.”
Supporting businesses across the county
The new five-year term will cover Herefordshire as a whole, excluding the street addresses within the Hereford Business Improvement District.
This means the programme will continue to focus on opportunities across the county’s market towns, rural communities and visitor destinations, supporting accommodation providers, hospitality businesses, attractions, producers and other organisations connected to the visitor economy.
By bringing businesses and partners together behind a shared strategy, Visit Herefordshire aims to strengthen the county’s profile, encourage more visitors to explore the area and help local businesses benefit from increased visitor spending.
The next chapter begins in 2027
Visit Herefordshire’s second term officially begins on 1 April 2027. In the coming weeks, the organisation will share further details about the projects, investment and opportunities outlined in its new Business Plan, including how levy-paying businesses can benefit.
The successful ballot provides a mandate for another five years of coordinated work to develop Herefordshire as a visitor destination and support the businesses that contribute to its economy.
With the visitor economy already valued at a record £830 million, the focus now turns to building on that growth and working towards the £1 billion ambition for 2035.
For Visit Herefordshire and the businesses it represents, the message is clear: the next chapter is about turning the confidence demonstrated through the ballot into further opportunities, investment and long-term growth for the county.