Welcome to the official tourism website for Shropshire & Telford

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Discover Telford is the Destination Marketing Organisation for the UNESCO World Heritage site in Ironbridge in Telford, Shropshire and its surrounding borough towns.

Discover Telford is funded by Telford & Wrekin Council and income generated through the Visitor Economy Forum involving over 200 local tourism businesses who advertise on the company website, through its digital channels and in printed publications.

As the official organisation responsible for promoting the area to domestic and inbound overseas visitors, Discover Telford works closely with the public and private sectors to deliver an annual programme of targeted marketing initiatives. In addition to its leisure and business marketing activities the Discover Telford also operates key events happening in Telford including Spring into the Park, Carnival of Giants and the Telford European Christmas Market.

Discover Telford employs a team of 3 professionals to deliver its work and works closely with Telford & Wrekin Council services such as Highways, Arts & Culture, Leisure, Libraries, Parks and Open Spaces, Business Support, Inward Investment, Estates and Planning.

Discover Telford’s Visitor Economy Forum is chaired by Ironbridge Gorge Museums Trust Chief Executive, Anna Brennand who supports the strategic direction of the team and representation of the local tourism industry.


Charlotte Cain – Destination Programme Team Leader

BIO COMING SOON. Charlotte is currently on maternity leave and will be returning to work in early 2018.


Sarah Bird – Destination Project Officer

Coming soon...


Sally Whitmore – Destination Marketing Officer

Born in Shrewsbury, Shropshire it was Sally’s childhood ambition was to work in the events and entertainment business. After a variety of jobs, Sally decided to go back into full time education at local university Harper Adams University to study Business Management and Tourism.

Upon leaving university Sally successfully secured an Assistant Mangers role at Telford Ice Rink and soon after was asked to help manage Horsehay Village Golf Centre during a period of staff changeover. Sally managed both leisure centres for around 2 years and during this period found a passion for marketing. Sally decided to pursue this further and enrolled onto a Chartered Institute of Marketing Course to aid her professional development.

In 2010 Sally saw a job opportunity within Telford & Wrekin Council’s Corporate Communications Team and was successfully appointed as a Marketing and Communications Officer – in this role Sally managed the marketing and communications for a number of Council services including Telford Town Park, Telford Ice Rink, Southwater, Oakengates Theatre as well as advising other Council services on their marketing approach. Sally has also played a key role in the communications of Telford & Wrekin Council’s events programme over the years and has led on the marketing for key events such as Southwater’s Grand Opening 2014, Spring into the Park 2014 & 2015 and Carnival of Giants 2015 & 2016.

After making her mark in the leisure sector, Sally’s knowledge of Telford and her passion for the area was acknowledged when she was appointed into the Destination Team at Telford & Wrekin Council as Destination Marketing Officer in July 2015.