It is a popular place to live, yet, despite being situated on the doorstep of the world-famous Cotswolds, receives far less attention.

However, 2024 is shaping up to be the year the county steps out of the shadows and into the spotlight. In recent months, it has been named by Condé Nast Traveller as one of the Best Places to Go in the UK and Ireland, while its county town of Worcester was ranked in The Telegraph’s top ten Best Places to Live in the UK.

This well-deserved boost in recognition has been a long time coming. From pretty and peaceful rolling valleys to dramatic hilltops, its landscape is as unique as it is spectacular. The National Landscape of Bredon Hill in the Vale of Evesham, for example, not only offers up breathtaking views but is a living museum of ancient battles and Roman settlements. The Malvern Hills National Landscape, meanwhile, is celebrated for its numerous natural mineral water springs and wells, and is a haven of rugged natural beauty and wellness.

Culturally, the county packs an impressive punch. The 300-year-old Three Choirs Festival is thought to be the longest standing classical music festival in the world. Rotating between the cities of Worcester, Hereford and Gloucester, its programme comprises concerts, theatre performances, exhibitions and walks, and this summer is Worcester’s turn to play host. The Three Counties Showground, on the outskirts of Malvern, is the backdrop to numerous events, including the Spring Garden Show and Royal Three Counties Show – which draw large crowds.

The area is well-placed for access to the M5, with good connectivity to the regional cities of Birmingham to the north and Bristol to the south. The town of Cheltenham – gateway to the Cotswolds – is a little over 20 minutes on the train from Worcester.    

Who buys in Worcestershire?

Traditionally, most of the buyers we meet already live in the area, or used to do so, and are looking to return to their roots. This said, in the last couple of years, we have started to see more Londoners extend their searches beyond the Cotswold borders and into the county, as they realise they can benefit from more property for their money without compromising on the quality of life they are looking for. The south of the county sees the most attention from this demographic, from Broadway to Bredon Hill.  

We are also seeing some movement into the area from those who live within the Cotswolds, who are looking for more outdoor space, perhaps to accommodate animals, or more of a rural feel.  

This trend is indicative of a breaking down of the invisible border between the Cotswolds and its less famous neighbour, supported by a significant difference in property values, with Worcestershire prices on average about 15 to 20 per cent lower than in the Cotswolds.    

What are the hotspots?  

The village of Broadway, close to the border with Gloucestershire, sits within the Cotswolds National Landscape, and is widely known as the ‘jewel in its crown’. Closely associated with the Arts and Crafts movement, its architecture is picture-postcard perfect, and its High Street vibrant.  

Further into the county, the villages around the foothills of Bredon Hill and the Malvern Hills are also very popular. Eldersfield is one such highlight, especially thanks to its local pub, The Butchers Arms, which received several prestigious accolades last year, helping to put the area on the map.  

Pershore, a Georgian market town to the north of the Bredon Hills, is renowned for its independent shops and community arts scene, while at the foot of the Malvern Hills, the Victorian spa town of Malvern is lovely, with some really good-looking quarried stone houses, and is a centre for independent craftspeople and artists. To the west of the Malverns, just into Herefordshire, sits Ledbury, another artisanal hotspot, with an array of interesting and boutique retailers.  

The county town of Worcester is a great city. Rich in history and with an excellent architectural heritage, the rambling cobbled streets around the cathedral are particularly special.    

Take a look at our pick of some of the best homes for sale in Worcestershire today.