Tourism That Gives Back: National Forest Celebrates Businesses Helping Nature Thrive

National Forest Tourism Champions

There is something wonderfully hopeful about the story of the National Forest. 

Once shaped heavily by industry and mining, the landscape has been transformed over the past three decades into one of Britain’s great environmental success stories, and now tourism businesses are helping drive the next chapter.

This week, organisations helping build a more regenerative future for tourism were recognised as the National Forest unveiled its new Transformative Tourism Framework at Hoar Cross Hall.

The initiative is all about making tourism a force for good, not just for visitors, but for nature, local communities and the wider rural economy too.

Presented by Lady Victoria Borwick, the inaugural Champions received sustainable wooden plaques crafted from National Forest timber in recognition of the work they are already doing to create greener, healthier and more welcoming visitor experiences.

Rather than focusing on rigid accreditation schemes or perfection, the framework encourages practical progress and collaboration. It is built around five key pathways: supporting a greener economy, encouraging low-carbon travel, improving accessibility, boosting wellbeing and restoring nature.

Among those recognised for low-carbon travel was National Forest E-Bike and Walking Holidays, which encourages visitors to explore the Forest sustainably through guided cycling and walking adventures. Meanwhile, National Memorial Arboretum was praised for improving public transport access through its dedicated bus connection to Tamworth railway station.

Businesses championing sustainability in hospitality and enterprise included Tollgate Brewery, woodland skills specialists Greenwood Days and Hoar Cross Hall, which has invested in biomass energy systems.

Elsewhere, organisations such as Calke Abbey, Bradgate Park and Hicks Lodge were recognised for making outdoor spaces more accessible and inclusive.

Nature and wellbeing sit at the heart of the Forest’s growing appeal. Projects including Whistlewood Common and Wild Minds are using outdoor learning, volunteering and nature connection to support mental health and community wellbeing.

Perhaps most inspiring of all is the sheer scale of the transformation.

Since the early 1990s, forest cover across the area has increased from just six per cent to more than 26 per cent. Earlier this year, the Forest celebrated the planting of its 10 millionth tree,  a remarkable milestone that highlights what long-term environmental ambition can achieve.

Today, over 8.5 million visitors explore the National Forest every year, contributing almost £620 million to the local economy while enjoying woodland walks, cycling trails, forest bathing, wildlife experiences and nature-based stas.

At a time when many destinations are asking how tourism can become more sustainable, the National Forest is showing that tourism can do far more than simply minimise harm — it can actively help restore landscapes, support biodiversity and strengthen communities.

And that feels like a future worth exploring.

To learn more and see a full list of the champions visit https://www.nationalforest.org