Throughout the past years, students across both undergraduate and postgraduate courses in the Department of Hospitality and Tourism undertook significant projects that drew on their skills and passions, and brought them together with local councils and businesses across the region.

Work undertaken included the development of a Regenerative Tourism Strategy for Church Stretton, supporting its transition to low‑impact, high‑value tourism, alongside a dual‑strategy project with Malvern District Council that positioned wellbeing tourism as a key attraction for Gen Z visitors.

Students also devised a financial growth plan for award‑winning street food business The English Indian and worked with The Belfry Hotel & Resort and The Birmingham Botanical Gardens on visitor experience appraisals, event planning and digital marketing campaign activity.

Simon Faulkner, senior lecturer in tourism and hospitality, said: “Our student-led, community centred projects, aim to consistently connect education with industry.

“We seek to ensure that tourism in the West Midlands evolves regeneratively, with diversity and inclusivity at its heart, and our students are at the forefront of this.”

Speaking after the award ceremony held at the Belfry Hotel & Resort, tourism marketing manager for the West Midlands Growth Company, Sophie King, said: “It clearly demonstrates an offer that goes above and beyond to strengthen regional tourism outcomes and proposes initiatives that deliver tangible benefits.”

Simon continued: “Our mission is to nurture the next generation of industry leaders.

“Colleagues provide inspirational leadership, students step up by acting as consultants, and regional stakeholders are uplifted and empowered through their passion, talent and creativity - it’s winning combination.

“We don’t just teach tourism – we shape it.”