Go Cotswolds win Experience of the Year at the West Midlands Tourism Awards 2026

Go Cotswolds is proud to announce that its Cotswolds in a Day tour has been awarded ‘Experience of the Year’ at the prestigious West Midlands Tourism Awards 2026, recognising the company’s outstanding contribution to visitor experiences in the region.

The award was presented at a glittering ceremony held at The Belfry Hotel & Resort in Sutton Coldfield. Go Cotswolds was selected from an exceptional shortlist that included The Royal Shakespeare Theatre tours, the Grain & Glass whisky tasting experience, and The Shakespeare Express vintage train.

The award was presented by John Garside, Lecturer in Tourism and Aviation at Birmingham Metropolitan College, who personally “mystery-shopped” a Cotswolds in a Day tour in October 2025 as part of the judging process.

Following his visit, John highlighted several key strengths of the experience, including:

“The knowledge, passion, professionalism and friendly approach of the guide delivering the tour; the flexibility and contingency planning to adapt the day for the benefit of the group; and the strong appeal this product has to inbound tourists.”

He also noted the importance of Go Cotswolds’ specialist guides, commenting that:

“Having guides with deep knowledge of the Cotswolds means that visitors are willing to travel into the area to begin their tour, rather than opting for a London-based alternative despite the extra journey required.”

This top accolade celebrates tourism businesses that deliver truly memorable and high-quality visitor experiences, with Go Cotswolds standing out for its expertly curated tours, exceptional customer service, and authentic storytelling of the Cotswolds.

Lisa Benjamin, Director at Go Cotswolds, said:

“We are absolutely thrilled to have won ‘Experience of the Year’. This award means so much to our whole team, who work incredibly hard to create unforgettable days out for our guests. We are passionate about showcasing the very best of the Cotswolds, and it’s fantastic to see that recognised at this level.”

Go Cotswolds offers a range of award-winning small-group tours departing from Stratford-upon-Avon, Moreton-in-Marsh and – new for 2026 – Oxford, providing visitors with a relaxed, insightful, and personal way to explore one of England’s most beautiful regions. From iconic villages to hidden gems, each tour is carefully designed to offer a unique and immersive experience.

Having previously achieved the Gold award in 2023 and Silver in 2025, this latest win further cements Go Cotswolds’ position as one of the region’s leading tourism experiences.

The win means Go Cotswolds now have a chance to be shortlisted for the national VisitEngland Awards for Excellence.

Tom Benjamin, Director, said:

“We’re incredibly grateful to our amazing tour guests for their support, to our brilliant team of driver-guides whose knowledge and enthusiasm bring every tour to life, and to our behind-the-scenes team for keeping the wheels of our business moving – literally! We can’t wait to welcome even more visitors to the Cotswolds in 2026 and beyond.”

The West Midlands Tourism Awards celebrate excellence across the region’s tourism and hospitality sector, highlighting businesses that deliver outstanding quality, innovation, and customer experience.

ENDS