VISIT Worcestershire has been awarded £25,000 from Airbnb’s Best of British Fund, to develop new Elgar experiences in the county.
Part of a wider national initiative created with VisitBritain to champion the traditions, landscapes and cultural experiences that define British travel.
The programme attracted thousands of entries from across the UK, yet Worcestershire stood out for its distinctive cultural identity and its role in shaping England’s musical heritage.
The funding will support the next stage of the Visit Historic Worcestershire project, strengthening the county’s reputation as the home of Sir Edward Elgar to encourage visitors to the region.
His music, rooted in the countryside where he grew up, remains one of Worcestershire’s most powerful cultural stories.
From the Malvern Hills to the quiet lanes around Lower Broadheath, Elgar’s surroundings shaped his compositions and continues to draw visitors.
Early ideas for the project include updating the well-known Elgar Route for modern audiences, transforming it into a digital journey that brings his story to life in a more immersive way.
New experiences are also being explored, such as trails that blend music and landscape, and events inspired by the composer to showcase the settings that fuelled Elgar’s creativity.
Coun Alan Amos, cabinet member with responsibility for business and skills at Worcestershire County Council, 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 work will be unveiled in 2027 to coincide with the Three Choirs Festival’s return to Worcester. As one of the world’s oldest classical music festivals, it frequently celebrates Elgar’s compositions and his deep connections to the region.
