About

Summary

Acorn Tourism Consulting Ltd was commissioned by Shropshire Council to create a comprehensive development plan to enhance walking, cycling and outdoor activity provision across the county. The aim was to attract more overnight visitors, engage more residents, and position Shropshire as a competitive and sustainable outdoor destination. The strategy aligns with the Shropshire Plan and the Great Outdoors initiative, funded through the UK Shared Prosperity Fund.

Our Approach

We combined in-depth research, extensive stakeholder engagement and consumer survey analysis. Our methodology included desk research, site audits, interactive mapping, and consultation with over 60 organisations. We also conducted visitor and non-visitor surveys and reviewed existing infrastructure and promotional platforms.

The plan was developed around five strategic development themes:

• Outdoor Activity Knowledge Hub
• Shropshire Signature Trails
• Market Town Hubs
• Accessible and Inclusive Green Spaces
• A Journey to Sustainability

Each theme is supported by specific project proposals with short-, medium-, and long-term actions.

Outcomes:

The plan identifies 23 development projects to support product enhancement, digital presence, accessibility, sustainable practices, and community engagement. Key recommendations include:

• Establishing a digital Outdoor Activity Knowledge Hub
• Creating and promoting a set of Signature Trails across walking, cycling, paddling and horse-riding
• Strengthening infrastructure and business links in market towns
• Improving access and inclusion through targeted initiatives and shuttle bus integration
• Advancing sustainable tourism through the Green Destinations programme

The plan equips Shropshire Council and partners with a coordinated framework to grow the visitor economy, improve wellbeing, and deliver strategic outcomes for nature-based tourism and inclusive access.