Sustainable Tourism Charter

‘Working to promote environmentally positive tourism in the Shropshire Hills’

The Shropshire Hills AONB was re-awarded the Charter in October 2018.  We’re one of a small number of AONBs in England and Wales to hold this international accreditation award for sustainable tourism. We have gained this through the European Charter for Sustainable Tourism in Protected Areas.

The European Charter for Sustainable Tourism in Protected Areas includes these important principles:EN Charter Logo_transp



Protecting our natural and cultural heritage

Making sure that all tourism stakeholders are involved

Working together as partners

Helping to plan and deliver the sustainable tourism strategy

Recognising the environmental, social and economic value of everyone working more sustainably

There is a network of Charter members in many countries across Europe. We share best practice and learn from each other’s activities.

Taking part helps us plan and agree our most important actions and make sure we are working effectively.


We have been assessed under the following criteria in order to attain Charter status:


Protecting our landscape, biodiversity and cultural heritage

Supporting conservation through tourism

Working to reduce the area’s carbon footprint, pollution and waste

Providing safe access, quality facilities and special experiences for all visitors to the AONB

Telling people about the area’s special qualities

Supporting people’s sense of community and ownership

Strengthening prosperity in the local community

Providing training and capacity building

Monitoring tourism performance and the impact of tourism

Taking an active role and sharing knowledge with other Charter members


The Shropshire Hills Destination Partnership has approved a new Shropshire Hills Sustainable Tourism Strategy 2018-2023.  It is guided by the ethics of green tourism and builds on the work of the last five years. It will guide the work of the Shropshire Hills Destination Partnership for the next five years.

In addition it forms the basis for our renewal of the European Charter for Sustainable Tourism in Protected Areas. The Charter endorses the AONB Partnership and tourism industry working together for greener tourism.

For further information contact Nigel McDonald, Sustainable Tourism Officer