Coach Stop Upton Just the Ticket for Tour Operators


One of England’s true hidden gems was given a special polish this week when the UK’s tourism industry arrived in town.

Upton-upon-Severn in Worcestershire’s Malvern Hills – set on the banks of the River Severn – unveiled its gleaming new initiative to attract coach parties.


Coach Stop Upton was unveiled by coach and tour operators from all over the country – it’s a brand new venture to encourage groups of visitors to explore this historic and totally unspoilt riverside community.   


Led by local businesses and in conjunction with Malvern Hills District Council and coordinated by travel trade specialists Steve Reed Tourism Ltd , Coach Stop Upton seeks to provide new facilities for coach visits to the town including easier drop off and pick up; driver facilities; coach parking; meal stops for passengers; meet and greets and tour guides for visitors.


The tour operators stayed at the Bank House Spa Hotel in nearby Bransford and enjoyed a ‘welcome to Malvern Hills dinner’ there.  Whilst there the attendees took the opportunity to see local attractions including The Fold – a community enterprise based upon locally sourced food and healthy living. They then had the pleasure of visiting the Morgan Museum in Great Malvern to see how this iconic symbol of British craftsmanship is still making top quality cars after so many years. 


The group travelled to Upton with well-known coach company Mainline Coaches. There they enjoyed a special welcome at the Boathouse Upton before a relaxing cruise onboard the MV Conway Castle. Lunch at the Boathouse Tapas Restaurant and Wine Bar followed by a tour of Upton-upon-Severn by local tour guide Simon Wilkinson. The delegates each gave their feedback on Coach Stop Upton to help the local businesses develop and manage the new initiative in the future.   


Mal Salisbury of Malvern Hills District Council Tourism had this to say:

‘The businesses in Upton and around the Malvern Hills really came together to help get Coach Stop Upton off to a flying start. The tour buyers were able to see that we have great accommodation for groups in the shape of the Bank House Hotel and that Upton’s tourism businesses are truly committed towards attracting groups of visitors,’ says Mal.


‘They can see that the town can offer a unique experience for visitors with its great character, excellent eateries and of course the top class Severn Leisure Cruises.’


Malvern Hills District Council have put together a piece of print to help groups plan their visits. Anyone requiring further information about Coach Stop Upton and the group attractions and accommodation of the Malvern Hills should contact Mal Salisbury on:




Telephone [01684] 862483.    




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