Wiltshire Tourism Gets National Boost with LVEP Accreditation, Unlocking Major Investment and Growth Opportunities Across England’s Historic Heartland, Your Ultimate Guide to the Facts

Published on May 18, 2025

By: Tuhin Sarkar

Wiltshire tourism has just taken a powerful leap forward. With LVEP accreditation now secured, the county is stepping into a new era of opportunity. This national recognition isn’t just symbolic—it brings real weight. Wiltshire tourism gets a national boost, and with it comes access to new funding, visibility, and a direct line to major investment and growth opportunities.

The LVEP accreditation—short for Local Visitor Economy Partnership—marks a turning point. It allows Wiltshire tourism to integrate into VisitBritain’s strategic efforts. This means Wiltshire will now be featured in nationwide marketing, PR campaigns, and policy initiatives. In short, Wiltshire tourism gets a national boost, with more people set to discover this historic heartland.

From the rolling countryside to iconic landmarks like Stonehenge and Salisbury Cathedral, Wiltshire’s historic heartland is ready for its close-up. But beyond postcard moments, this move signals major investment into local tourism services, infrastructure, and year-round visitor experiences.

Moreover, the LVEP accreditation connects Wiltshire with a broader tourism network across England, unlocking growth opportunities through collaboration, innovation, and access to national funding. This national boost empowers Wiltshire’s towns and tourism businesses to build stronger visitor experiences that fuel local pride and economic gain.

So, if you’re looking to understand what’s really behind this moment, this is your ultimate guide to the facts. Wiltshire tourism gets national recognition, secures LVEP accreditation, and opens the door to major investment and growth—all while reaffirming its place in England’s historic heartland.

In a landmark moment for England’s rural tourism economy, Wiltshire has officially become an accredited member of the Local Visitor Economy Partnerships (LVEP) programme. The recognition, delivered by national tourism body VisitBritain, is more than a title—it’s a powerful engine for growth, exposure, and new investment.

As one of England’s most historically rich and naturally beautiful counties, Wiltshire is home to global icons like Stonehenge, Avebury, Stourhead, Salisbury Cathedral, and the Westbury White Horse. Now, with LVEP status secured, Wiltshire is poised to amplify its reach in both domestic and international tourism markets—just in time for a new era of visitor demand.

Why LVEP Status Matters Right Now

LVEP status gives VisitWiltshire direct access to a national support network, including VisitBritain’s marketing infrastructure, government funding opportunities, and enhanced data-driven strategy. For local businesses and councils, it means real tools to attract tourists year-round, extend stays, and increase spending per visitor.

At a time when tourism recovery is still underway post-pandemic, this move positions Wiltshire at the front of the line for national campaigns, regional initiatives, and international visibility. This is more than a PR win—it’s an economic gamechanger.

A £1.5 Billion Industry Gets a National Spotlight

Currently, Wiltshire’s tourism sector generates £1.5 billion annually and supports over 28,000 jobs, making it a critical component of the local economy. Tourism accounts for 9% of the county’s GDP, and that number is expected to climb as LVEP support kicks in.

Moreover, this national accreditation means Wiltshire will now be featured in VisitBritain’s official travel campaigns and destination promotions, placing its stately homes, stone circles, and sweeping countryside alongside the UK’s most iconic travel experiences.

Backed by Local Councils and Over 400 Businesses

This milestone didn’t happen in isolation. The LVEP application required extensive evidence of public-private collaboration. Financial backing came from key towns including Bradford on Avon, Chippenham, Corsham, Devizes, Malmesbury, Pewsey, and Trowbridge.

Strategic support was also secured from Wiltshire Council, which committed funding and direction for a new countywide tourism strategy and destination development plan. Even more impressively, over 400 private tourism businesses lent their voices in support, demonstrating Wiltshire’s unified vision for tourism-led growth.

What Happens Next?

With LVEP status now in hand, VisitWiltshire can apply for national funding streams, join cooperative marketing campaigns, and receive hands-on support from VisitBritain’s tourism development teams. This also opens the door for Wiltshire to influence national tourism policy and contribute to shaping the UK’s broader visitor economy.

In practical terms, this means increased footfall at local attractions, improved seasonal spread of tourism, new job opportunities, and better integration with travel technology and data solutions.

A Chance to Reimagine the Wiltshire Experience

Wiltshire has always had the history. The magic. The mystery. From neolithic stone circles to Georgian market towns and lush green landscapes, it’s a county that speaks to heritage lovers, outdoor explorers, and cultural tourists alike.

Now, the challenge—and the opportunity—is to connect with modern travelers. Those looking for slow travel. Meaningful experiences. Uncrowded escapes. Wiltshire offers all this, and the LVEP programme provides the platform to deliver it at scale.

Tourism Trends Driving Wiltshire’s Next Chapter

Across the UK, travel demand is changing. Tourists are increasingly searching for:

• Sustainable destinations
• Heritage-rich escapes
• Authentic local experiences
• Accessible, nature-based tourism

Wiltshire is uniquely positioned to meet all of these demands. With improved visibility through LVEP, the county can now elevate its appeal to new audiences, particularly eco-conscious travelers and international visitors seeking UK alternatives to London, Bath, or York.

What This Means for Travelers and Locals Alike

For visitors, the LVEP status means a more connected and seamless experience—from updated signage and local apps to improved transport links and curated itineraries. For locals, it means more jobs, a stronger economy, and new cultural investment.

Expect new walking trails, food and drink festivals, arts events, and enhanced visitor experiences. Wiltshire’s quiet charm may soon become one of the UK’s loudest success stories in rural tourism regeneration.

A Model for Regional Tourism Growth Across England

As part of VisitEngland’s broader push to decentralize tourism and boost regional economies, LVEPs are being rolled out nationwide. Wiltshire’s early adoption sets a strong example for other counties hoping to follow suit.

With VisitBritain backing, local council alignment, and grassroots business support, Wiltshire is showing the rest of the UK how collaborative tourism strategy can drive real economic growth—without sacrificing authenticity.

Final Thoughts: Wiltshire’s Tourism Renaissance Starts Now

This is Wiltshire’s moment.

From iconic landmarks to hidden gems, the county is ready to shine on the national and global stage. With LVEP status, Wiltshire’s tourism future isn’t just hopeful—it’s strategic, supported, and more visible than ever.

The tourism industry, local communities, and visitors all stand to benefit. And as the sector prepares for its next big chapter, Wiltshire is proudly at the forefront—ready to welcome the world.

Source: BBC