Swindon & Wiltshire Business News

Wiltshire named UK's best tourist destination

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Wilton Windmill


Wiltshire has been named the UK's best tourist destination. At the Group Leisure & Travel Awards last night (Wednesday) destination management organisation VisitWiltshire accepted the award on behalf of the county.

The annual Group Leisure & Travel Awards, now in its 24th year, took place online this year and was watched by the best from the tourism industry.

Group Leisure & Travel is Britain’s leading monthly magazine targeting those who organise group trips and holidays.

Finalists in 20 categories were announced in the magazine’s September edition, recognising the best providers, attractions and destinations as voted for by group travel organisers.

Wiltshire beat Birmingham, Bristol, Devon, Isle of Wight and London to scoop the prize.

Longleat was one of six finalists in the the best attraction for families and children category, but was pipped to the post by Legloand. It was also shortlisted in the best Christmas experience category, missing out to Waddesdon Manor in Buckinghamshire.

Florence Wallace, Head of Travel Trade at VisitWiltshire, said: “We’re thrilled that Wiltshire was recognised at the 2020 Group Leisure & Travel Awards and would like to thank all the group organisers and tour operators who voted for our beautiful county as the Best UK Destination.

"In a particularly challenging year, this is a very welcome and we’re honoured to accept the award on behalf of all Wiltshire’s tourism and hospitality businesses.”

Wiltshire's visitor economy currently generates an estimated £1.5billion and supports over 28,000 jobs.

Pictured: Wilton Windmill