Quadruple Award Win at Tourism Awards
We are celebrating after winning four awards at the Visit Worcestershire Tourism Awards 2026.
We were the winner for three categories – ‘Business Events Venue of the Year’ for Safari Venues, ‘Experience of the Year’ for the Wild Keeper Retreat Package at Safari Lodges and Head of Wildlife, Angela Potter, won the coveted ‘Worcestershire’s Unsung Hero Award’.
We also won ‘Highly Commended’ for the ‘Accessible and Inclusive Tourism Award’, recognising our dedication to making our attraction welcome to all.
The prestigious annual event, this year hosted at the Three Counties Showground on Friday 20 March, celebrates the region’s best businesses, including tourist attractions, accommodation, pubs and restaurants.
Managing Director, Joanne Hammick, said, “Winning four awards in one evening is a fantastic achievement and a real reflection of the passion and dedication across our entire team. From our animal care specialists to our guest experience and operations teams, every single person plays a part in creating memorable days out for our visitors. These awards belong to them. It’s especially meaningful to be recognised within our local tourism community, and it motivates us even more to continue delivering exceptional experiences for our guests while supporting conservation and education.”
One of the most esteemed and valued awards of the evening was the ‘Unsung Hero Award’ which celebrates the incredible people who make a real impact and go above and beyond for the sector.
Winner of the award, Angela Potter, began her journey at the Park at just 16 years old and more than 45 years later, she’s still at the heart of the Park’s work in her role as Head of Wildlife, caring for animals and staff, leading conservation projects and helping protect endangered species.
Judges said that Angela was an “individual who has devoted decades to her work, becoming a respected and influential figure in the tourism sector.” They highlighted a career built on compassion, leadership and a deep commitment to education and visitor experience.
They added that she has “consistently championed innovation while nurturing and supporting the next generation, earning admiration both locally and nationally. With a calm, steady presence and an instinct for putting others first, she has become a guiding figure who quietly transforms the experiences of colleagues and visitors alike.”
The judges felt that Angela’s “remarkable blend of wisdom, humility and unwavering dedication makes a truly deserving unsung hero.”
Angela said, “I was amazed to be chosen as the winner of this award and want to thank the Visit Worcestershire judges for choosing me, as all the nominees were so deserving. I felt very emotional as it was such a special moment. West Midlands Safari Park is a very special place, full of the lovely people that I work with, all our guests who visit for the day or stay overnight in the lodges, and of course the wonderful animals – the reason we are all here. I don't feel like an unsung hero - I am the lucky one to be able to be here every day.”
It was a first-time win for Experience of the Year, in which our Safari Lodges were recognised for the Wild Keeper Retreat Package, where guests can enjoy fine dining, a conservation talk, private tours and hands-on, behind-the-scenes opportunities, during the Park’s quieter days in winter.
Another first win was for Business Events Venue of the Year, for our Safari Venues – three characterful and versatile events spaces within the Park.
The awards are chosen after two rounds of judging, which includes an unannounced visit and we had some tough competition, from attractions such as Attwell Farm Park, Severn Valley Railway and Stanbrook Abbey.
All winners of the Visit Worcestershire Tourism Awards are forwarded for entry into the Visit England Awards for Excellence, so we may have the chance to win on the national stage, representing Worcestershire as one of the best tourism destinations.
