Cheltenham MP Champions Local Tourism during English Tourism Week

As part of English Tourism Week, Cheltenham’s MP, Max Wilkinson, has highlighted the town’s thriving visitor experience by taking part in some of its top tourist activities. The MP visited a range of local venues to better understand and celebrate what makes Cheltenham such a popular destination for visitors and locals alike.

English Tourism Week which runs from 14 – 23 March is a national campaign led by VisitEngland to raise awareness of the importance of the tourism sector and the contribution it makes to the British economy. 

Left image - Everyman Theatre: (l-r) Councillor Martin Horwood, Katy Embling from the Everyman Theatre, Max Wilkinson MP, Helen Mole from Marketing Cheltenham. Top image - Lions at Large: Councillor Max Wilkinson, Carrie Smith Lions at Large project manager. Bottom image - Cheeseworks on Regent Street: (l-r) Councillor Martin Horwood, Max Wilkinson MP, Caroll Haggie from Cheeseworks.

Joined by Cllr Martin Horwood, cabinet member for economic development, culture & wellbeing at Cheltenham Borough Council, the visit began with the pair joining a backstage tour of the iconic Everyman Theatre, where they gained a behind-the-scenes look at one of the town’s most beloved venues. The beautifully decorated theatre is the oldest working auditorium by celebrated Victorian architect Frank Matcham and welcomes around 220,000 visitors a year to a range of performances, workshops, and classes. Public tours are held monthly and bookable via the Everyman website.

From there, Max and Martin called into Cheeseworks on Regent Street, renowned for its impressive selection of cheeses and locally sourced produce. As one of Cheltenham's many independent retailers, Cheeseworks contributes to the town's distinctive charm, offering visitors a truly unique shopping experience. Not only can shoppers select from a delicious range of produce, but the shop has also recently started offering hot cheese toasties for Cheltenham shoppers looking for an on-the-go snack.

Following this, the team took part in a friendly game of darts at Flight Club Cheltenham, a social darts venue that offers visitors a fun activity as part of their stay in the town. Offering a blend of sport, socialising, and entertainment, Flight Club has quickly become a go-to destination for both locals and visitors alike.

The morning concluded with a visit from Leon, one of the painted lions which will be part of this summer’s Lions at Large trail in Cheltenham and Gloucester from July to September. The trail will provide a free, family friendly activity for thousands of people while also raising funds for cancer care through the Big Space Cancer Appeal.

Commenting on the visit, Max said: "Cheltenham is a wonderful place and I’m proud to champion our town. Whether it’s a trip to the theatre, shopping, or even enjoying a game of darts, Cheltenham offers something for almost everyone. English Tourism Week is a fantastic opportunity to celebrate what makes the town so special and I’ll always support our local businesses and attractions - they make this town such a vibrant destination."

Left image - Caroll Haggie from Cheeseworks with a selection of the cheeses they sell. Top image - Dan Pearson from Flight Club. Bottom image - Katy Embling from the Everyman Theatre, Councillor Martin Horwood, Max Wilkinson MP, Helen Mole from Marketing Cheltenham.

The MP’s visit was part of ongoing efforts to promote Cheltenham as a leading destination in the UK’s tourism landscape. Cheltenham’s diverse tourist offerings, from its historic architecture and green spaces to its thriving food scene and top-tier events, continue to make it a top choice for around 2 million visitors plus a wide catchment of local and regional residents.

Councillor Horwood added: “It’s wonderful to see the population of Cheltenham swell for the Festival but there are lots of good reasons to stay on after the races.  It’s a beautiful town with some of the best shopping in the country, glorious parks, wonderful food and drink from Michelin-starred restaurants to great pub grub, award-winning theatre, great cinemas and joyful new takes on traditional fun.

“The economic value of race week runs to hundreds of millions but that depends on people venturing off the racecourse and not just to the pubs. We need to remind people of all that Cheltenham has to offer every day of the year and I’m really grateful to Max and to the Visit Cheltenham team for highlighting that today.”

For more information about what’s on and where to go in Cheltenham, visit our helpful guides - What's On in Cheltenham & Things To Do in Cheltenham.