Tourism boss launches Shropshire Star's leisure awards

James Berresford, chief executive of Visit England, said he was delighted to endorse the competition, designed to showcase best practice across a wide range of the county's tourism and leisure industries.

Mr Berresford, who was visiting Blists Hill Victorian Town and the RAF Museum at Cosford yesterday, said: "I always consider Shropshire to be a bit of an unrealised opportunity.

"Hopefully these Shropshire Star awards will give the county a chance to showcase what it has to offer, on a national stage.

"Tourism is one of the few growth industries in this country, so I am delighted that the newspaper, and the county, have taken the bull by the horns.

"These local awards should, if successful, feed into the national awards. And if Shropshire winners make it that far, they will get the most fantastic coverage."

The awards are backed by a string of top-name sponsors, including Telford College of Arts and Technology, and the two local authorities.

A 12-page supplement will be carried in the Shropshire Star next month to coincide with the opening date for entries, with full details, and nominations can be made throughout the summer season.

Nine of the categories will feed into Visit England's national awards, including sections for large and small hotels, bed and breakfast businesses, self-catering operators, events, and visitor attractions.

Other categories will be opened up to the public vote on the Shropshire Star website, such best 'posh nosh', pub food, cafe, tea room, pub, night out and day out.

Mr Berresford said: "You have wonderful history and heritage in Shropshire, wonderful countryside, wonderful attractions, and beautiful hotels and restaurants." His visit came in the week that a new £150,000 campaign, dubbed Destination Telford, was launched.

It will highlight attractions such as Telford Ice Rink, Ironbridge Gorge and the town's shopping and conference facilities.

Mr Berresford said: "The Southwater development and new ice rink are clearly going to be a great boost for Telford. When urban and countryside destinations sit together, like Telford and Shropshire, they can fit in well.

"The challenge, though, is to get people to stay here longer. We want to try to change day visitors into overnight visitors.

"Today's visitors are absolutely fixed on having a good value, quality experience. I know quality runs deep in Shropshire, so the potential for growth is definitely there."