A SENIOR figure at Oswestry’s tourism board has admitted his delight at hearing Shropshire is in a top 10 list of ‘destinations to watch’ in 2024.

The list, created by Association of British Travel Agents (Abta) for Sunshine Saturday on January 6 – one of the travel industry's busiest days – features 10 countries, with the UK represented by Shropshire. It is the first county ever to be included by the group.

Graham Mitchell, vice-chairman of Visit Oswestry, said the group was delighted but also insisted it only reinforces what it has been promoting – Shropshire is the best.

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“It’s a delight to know that Shropshire is on the list,” said Graham.

“It’s fantastic news but of course, it’s telling us something we knew already because we celebrate the beauty of the place and that’s why we spend so much time promoting it.

“It’s a great place, especially the north west corner of Shropshire which doesn’t get as much coverage as other areas of the county.

“This is why we promote it so much.

“I just want people to fall in love with Shropshire as much as I have when they come here.

“It’s an opportunity for people too whose work is driven by tourism.

“People don’t realise how important tourism is to the town.

“It’s not just people who own hotels or B&B’s, but it’s people who own food businesses, or clothes and souvenir shops.

“Tourists come here and spend money and it’s bringing jobs in the town centre which helps people.”

In their report, Abta has listed Shropshire alongside other beauty sports, such as Tyrol in Austria and Italy, Vietnam, Zambia, Saxony in German and Extremadura in Spain.

Crete, Albania, Aruba and Mauritius have all also been included.

Of the ‘rural gem’ Shropshire, Abta said: “This idyllic English county on the Welsh borders has some of the country’s most beautiful landscapes, towns and villages.”

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The report highlights the county’s industrial revolution past as well the sporting history of Much Wenlock and the many market towns across north and south Shropshire.

Graeme Buck, Abta’s director of communications, said: “The first Saturday in January, known in the travel industry as ‘Sunshine Saturday’, is one of the busiest days in the year for people to book a holiday.

“We know that many people are looking for inspiration and new suggestions of where to go, so our team of experts at Abta has put together a list of 10 ‘Destinations to Watch’ which offer varied and memorable experiences around the globe.”