Working in partnership for the people of Herefordshire
New Herefordshire tourism company launched
Visit Herefordshire Ltd (VHL) is a new joint venture between the public and private sectors which will represent and promote tourism in Herefordshire, both domestic and from overseas.
The company will be funded jointly by Herefordshire Council and its members, which are drawn from the tourism sector throughout the county.
VHL is, in practice, the new Destination Marketing Partnership (DMP) for the County.
The company will be chaired by Adrian Blackshaw, a Herefordshire organic apple and walnut farmer, with a background in insurance, medical product development, banking, management consultancy and the Army.
Vice Chairman of the group is Cllr John Guthrie.
Seven Directors, drawn from the private sector, were voted on to the Board at the Tourism Forum on 20th March.
Other Directors include representatives from the National Trust, English Heritage, Rural Hub, the Chamber of Commerce and the community sector.
The overriding aim of VHL is to make Herefordshire a better place to work, live and visit.
The Board intends to develop a strong brand for Herefordshire as a destination and to improve the overall “experience” for visitors and residents alike.
Adrian Blackshaw, Chairman, said: “It’s vital that that this new company is the visible product of a marriage between the public and private sectors.
“VHL has strong representation from the tourism sector and will work closely with the National Trust, English Heritage, the Chamber of Commerce, together with local and national government.
VHL will be marketing led and will provide a voice for tourism operators, its members and will also develop a vibrant brand for Herefordshire as a destination of choice.
“I am excited by this new initiative which will not only be visible but also accountable to its members,” he added.
VHL, as a membership organisation, will be responsible for: marketing; short breaks; activity tourism; events tourism; business and travel trade; sustainable tourism; fundraising; building business networks; information sharing; research; press and PR; training; and management of the whole visitor experience.