By William Turtle-Clark

Visit Herefordshire, a tourism campaign run by Herefordshire County BID, has revealed its business plan for the five years between 2027 and 2032.

The plan aims to grow "a record breaking visitor economy" with a "long-term ambition to build a £1 billion visitor economy by 2035".

It comes ahead of the Business Improvement District (BID) ballot, whereby businesses are able to vote on whether Visit Herefordshire should continue its work until at least 2032.

The Chief Executive of Visit Herefordshire, Diane Mansell, said: "Five years ago, businesses took a leap of faith and chose to invest collectively in the future of Herefordshire's visitor economy."

She went on to say, "Together, we have transformed Herefordshire into a nationally recognised destination, secured record economic growth and created a strong, independent voice for the visitor economy."

Ballot papers, allowing eligible businesses to vote, are to be sent out on September 15, with voting open from September 17 with the final ballot closing on October 15.

Published 29 August 2026