Tamworth Castle gets VisitEngland seal of approval!

25 June 2024
poster of a red flower and blue background and the words 'Visit England'
  • Castle awarded VisitEngland quality accreditation for 9th year running
  • Castle will now be entered for the ‘Best Told Story ‘accolade
  • Award rating reflects the hard work of staff, volunteers and castle improvements

Tamworth Borough Council is proud to announce that Tamworth Castle has retained their official approval as one of the best small visitor attractions in Staffordshire, after achieving the Visitor Attraction Quality Assurance Service accreditation; a quality assessment by VisitEngland, for the ninth year running.

VisitEngland offer a range assessments for tourism businesses in England. Attractions including art galleries, historic houses and buildings, are independently visited by an experienced assessor and offered support and guidance to improve their visitor experience. 

This assessment visit coincided with the D-Day Anniversary Event, which took place in June. This event brought history to life; with children participating in the trail and receiving a chocolate reward at the end. The event added value to the visit, as such scores have increased the Attraction section of the assessment from 90% to 95%.

The assessor commented in their report that the castle provides a “website with visitor information well presented, capturing all the essential details to help visitors plan their day.

Adding: “Website content adjusts appropriately across various devices, including mobile phones and tablets.

“Content across all social media platforms felt relevant, informative and engaging, helping to build anticipation before visiting.

“This outstanding attraction combines historical depth with a pleasant visitor experience. It’s well-preserved structure, comprehensive exhibits, and scenic surroundings make it a must-visit for anyone visiting the area.”

The most notable score was 100% in the staff category. The assessor commented: “The staff are friendly and knowledgeable, providing excellent customer service. They are happy to help with product recommendations and questions about the castle's history or the items for sale. Their enthusiasm adds to the overall positive experience.”

Volunteers were also highly praised in the report with comments: “All volunteers greeted visitors with warm smiles and were eager to share their extensive knowledge about the castle and its historical context. Their enthusiasm was contagious, making the exploration of the castle and exhibits even more enjoyable.”

The high scores have secured the castle nominations for the VisitEngland Welcome and Best Told Story accolades, with winners being announced in the Autumn.

Stephen Gabriel, Chief Executive for Tamworth Borough Council, said: “We’re proud to say that we have a VisitEngland approval for our wonderful castle, and this high accreditation is a well-deserved recognition of its value, importance and hard work of the staff and volunteers.

“The excellent interactions that visitors have at the castle and the positive feedback we receive, continues to demonstrate that the castle is all about the people – our visitors, staff and volunteers.

“Tamworth Castle now goes on to represent the borough further with its nominations for the Best Told Story and Welcome accolades. It will continue to boost the profile of Tamworth even further and hopefully attract even more visitors to our amazing town and castle.”

You can book your tickets now online via: www.tamworthcastle.co.uk.