DUDLEY will be a major tourist destination on a national scale bringing in more than one million visits every year to Castle Hill alone, according to a top industry lead.

Andrew Lovett, chief executive at the Black Country Living Museum, said the borough had the potential to be a “destination of choice” way beyond its boundaries.

Andrew is one of the leads on the Dudley borough Vision – a set of key aims to improve the area’s health, business, transport open spaces and much more.

As the head of a major attraction, he is the lead for the tourism element of the plan which will build on Dudley borough being a home of a rich heritage, inspiring a unique visitor destination.

The borough already has a bustling tourism economy with attractions dating back centuries such as the iconic castle in the heart of Dudley. The Black Country Living Museum helps people take a trip back in time through the streets of the borough when the borough was the heartbeat of the industrial revolution. Dudley Canal Trust offers a glimpse of the mining that made that industry possible, while further afield, the Red House Glass Cone reminds us of a time when the borough was a global leader in the glassmaking industry.

Today they welcome people from all over the world and have plans to continue to evolve to offer something unique to the people who visit.

Mr Lovett said: “This is an exciting time for our region. Over the next five years, there are a number of development projects aligning, which together, can position Dudley as a cultural destination on a national and even international scale.

“Within this aspect of the Vision we must make sure we seize these opportunities to enable the growth of the visitor economy and cultural sector in the Black Country, making Dudley a ‘destination of choice’ for our local population and beyond.”

For more information on the Dudley borough Vision visit www.dudleyboroughvision2030.org.uk