Plans to boost tourism in Telford and Wrekin
Telford and Wrekin Council has unveiled plans to increase the number of tourists by 20% over the next five years.
A report shows that more than 3,000,000 people visited the area in 2022, adding £220m to the local economy.
But overall visitor numbers remain below pre-pandemic levels.
Ironbridge Gorge and Telford town centre were the two most visited locations.
Other objectives outlined in the destination management plan include making Telford a top 10 UK business destination and increasing the number of staycations.
Fewer than 80% of tourists stay overnight, something the council wants to change.
"We want people to stay a bit longer, spend a little more money and come back to visit us again," said councillor Eileen Callear, portfolio holder for education, employment, and visitor economy.
She added: "We want people to know that this is a great place to live, do business and visit".
Ms Callear also said the council wanted to "portray a positive message" following the damning child sexual exploitation inquiry and maternity death scandal, which received national media attention.
Mike Poulton, a retired Londoner, spent two days on holiday in Ironbridge earlier this month.
He said he was blown away by the beauty of the Unesco World Heritage Site and was very surprised by how little he knew about the wider borough.
"To a Londoner, visiting Telford and Wrekin is like going to the end of the world," he said.
"I'm convinced some of my friends have no idea where I am," he said, "my daughter thought Shropshire was in the West Country.
"It's not publicised enough," he added.
Telford and Wrekin Council said encouraging more people to visit would create new jobs and increase economic prosperity.
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