Upton upon Severn is celebrating a record year for group visits.
So far in 2026, 11 groups have visited the Worcestershire town, and more are scheduled for later in the year.
September will see further group tours, including from the Evesham Walking Group and the Cambrian Archaeological Society.
Cllr Daniel Walton, Portfolio Holder for Economy and Tourism at Malvern Hills District Council, said: “We are delighted to see Upton continuing to build its reputation as a welcoming destination for group travel, it’s a fantastic boost for the town and its local businesses.
“We look forward to supporting even more organised visits in the future.”
Visitors typically enjoy a mix of attractions and activities, such as boat trips on the River Severn, tours of the Tudor House Museum, and visits to The Pepperpot, Upton’s oldest surviving building, which is currently being renovated.
The Upton Tourist Information Centre has played a key role in supporting group visits by offering itinerary development, a meet and greet service, and an introductory talk on the coach.
Additional services include a heritage guided walk around the town, a talk inside The Pepperpot Heritage Centre, and help arranging visits to the Tudor House Museum and boat trips.
Groups are also offered tea and cake in the museum garden and a coach driver’s lunch voucher.
Upton upon Severn has proved especially popular with walking groups, historical societies, and other organisations seeking a day out.
Anyone interested in arranging a group visit is encouraged to contact the Upton Tourist Information Centre.
