By Harriet Sime Deputy Travel Editor

00:50 05 Jan 2024, updated 00:57 05 Jan 2024

  • It is the first time anywhere in the UK has made the list by travel company Abta



When picking your next holiday, thoughts might naturally turn to the beaches of Bali or the slopes of Chamonix.

But families should perhaps look a little closer to home, as travel bosses have hailed the county of Shropshire as one of the top ten global ‘destinations to watch’ this year.

It is the first time anywhere in the UK has made the list by travel trade organisation Abta, which described Shropshire as a ‘rural gem’ with ‘beautiful landscapes, towns and villages’.

Other destinations on the 2024 list include the tropical islands of Aruba in the Caribbean and Mauritius in the Indian Ocean, as well as Vietnam, Zambia, the Spanish region of Extremadura and Saxony in Germany.

In its report, released today, Abta hails Shropshire, on the Welsh border, as the birthplace of the Industrial Revolution. 

Mark Hooper, head of Visit Shropshire, said the county was becoming increasingly popular among tourists
Shropshire was among ten ‘destinations to watch’ in 2024 according to travel trade organisation Abta

It says: ‘History lovers must make a trip to Coalbrookdale in the Ironbridge Gorge with its elegant eponymous bridge, the first ever built in the world. 

‘Sports lovers should visit the nearby town of Much Wenlock – pretty as it undoubtedly is, it was also the site of the first attempt in 1850 to revive the Olympic games.’ 

Mark Hooper, head of Visit Shropshire, said the county was becoming increasingly popular among tourists, adding: ‘This is fabulous news and we are, of course, delighted to be named. Travellers are increasingly looking for space, authenticity, history, nature and great food – and we have it all in our little county.’

Abta’s most recent consumer research found 64 per cent of people plan to go abroad this year and 58 per cent plan to take a UK holiday.

Tomorrow is ‘Sunshine Saturday’ for the travel industry as it is one of the busiest days of the year for holiday bookings.

Abta described Shropshire as a ‘rural gem’ with ‘beautiful landscapes, towns and villages’. Pictured: A view of St Laurence Church in Ludlow, Shropshire
Blue Hour, Ironbridge, Shropshire – the World’s first Iron Bridge, erected over the River Severn in 1779

Abta director of communications Graeme Buck said: ‘Our team of experts has put together a list of 10 destinations to watch which offer varied and memorable experiences around the globe.

‘Some are a little unexpected, and all are well worth a visit. They showcase the amazing range of experiences that our world offers to holidaymakers.’



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