Shropshire's visitor economy has exceeded the £1 billion mark for the first time, according to the latest STEAM report published by Visit Shropshire.

Tourism generated £1.002 billion in economic impact in 2025 - a 10.1% increase on 2024 - with visitor numbers reaching 10.66 million and the sector supporting 9,454 jobs across the county.

With Shrewsbury the most visited destination in the county, these are encouraging conditions for town centre businesses - particularly those in hospitality and retail.