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The Malverns Achieves Global Top 40 Ranking for Destination Sustainability
The Malverns has been recognised in the 2026 Global Destination Sustainability (GDS) Index.
The popular location, covering Great Malvern, Tenbury Wells, Upton upon Severn and the surrounding areas, has strengthened its position as a leader in sustainable tourism.
The GDS Index looks at how destinations around the world are making tourism better for people, places and the environment.
It considers everything from protecting the natural surroundings and supporting local businesses to making sure tourism benefits local communities.
The Malverns achieved 74% in the 2026 GDS Index, securing 37th place in the global Top 40 destinations, alongside an impressive 82.68% environment score, highlighting the destination's strong commitment to environmental sustainability.
The latest results represent a significant improvement on the 60.09% score achieved in 2025.
This reflects the ongoing commitment of Malvern Hills District Council and Visit The Malverns to developing a more sustainable, responsible and regenerative visitor economy, guided by the council's Regenerative Tourism Strategy 2025–2030.
The overall result comprises scores across four key areas:
2026 Overall Score - 74.12%
Environment Score - 82.68%
Social Score - 70.27%
Supplier Score - 66.67%
Destination Management Score - 72.60%
Cllr Daniel Walton, Portfolio Holder for Economy and Tourism at Malvern Hills District Council, said: “Through continued teamwork and a focus on sustainability, we are working to ensure that tourism brings lasting benefits to local communities, supports responsible business practices and helps protect the natural environment that makes the destination so distinctive. The improved score reflects the progress being made towards a more sustainable future for tourism in the district, reinforcing our ambition to be a destination where visitors, residents, businesses and the environment can all thrive”.
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