AN ‘EXCEPTIONAL’ Worcestershire attraction putting visitors in the driving seat has landed a top honour in the VisitEngland Awards for Excellence 2026.
The Morgan Experience scooped gold in the Small Visitor Attraction shortlist – making it the only one of four venues in the county to win a category outright.
Based at the Morgan Motor Company site in Malvern, the attraction offers insights into the craftsmanship, heritage and thrill of the historic sports car-maker.
There is also the chance to get behind the wheel of one of the classic automobiles.
Beth Ingham, of the Morgan Experience, said: “We are incredibly proud to see Morgan Experience recognised with gold in the Small Visitor Attraction of the Year category at the VisitEngland Awards for Excellence.
“This award reflects the passion and dedication of the team behind Morgan Experience.
“From welcoming visitors to Pickersleigh Road and delivering factory tours, to creating exceptional driving tours across the UK and Europe, they work tirelessly to create memorable experiences that bring the Morgan story to life.”
MARQUE: The Morgan Experience has created living history (Image: Morgan Experience, experience.morgan-motor.com)
Fellow Worcestershire attractions Attwell Farm Park, Bredon View Glamping Retreats and Rowley Farm Holidays also landed honours.
Mick Hurst of the Battle of Evesham historical events and re-enactments won a special ‘Tourism Superstar’ award following a public vote earlier this year.
The winners were announced at the annual event hosted by journalist Sean Fletcher on June 3 at Aerospace Bristol.
Collection of Morgan cars to be showcased at Hanbury Hall
Ms Ingham added: “I’d also like to thank colleagues across the wider Morgan business, whose expertise and support help make Morgan Experience possible.
“To receive national recognition from VisitEngland is a fantastic achievement, and we are grateful to everyone who has visited us in Malvern or joined us on a driving tour.
“We look forward to welcoming many more in the years ahead.”
What are the VisitEngland awards?
The awards have been running for more than 35 years and celebrate and champion the quality, innovation, best practice and exceptional customer service of England’s tourism industry.
VisitEngland director Andrew Stokes said: “From a hands-on, traditional blacksmith’s visitor experience in the Midlands and a castle hotel and spa set in one of our national parks to accessible and inclusive holidays, these awards showcase the exceptional quality, unparalleled customer service and innovation that drive our industry.
“I congratulate the wonderful range of first-class award recipients, all of whom are so passionate about tourism.
“They are all deserving winners.”
