Black Country Living Museum acclaimed for heritage and history after winning major tourism award

The Dudley-based museum was awarded Gold for Large Visitor Attraction of the Year at the 2025 VisitEngland Awards for Excellence on Wednesday (June 4), an award which the museum said was a moment of real pride, not just for the Museum, but for the entire Black Country region. 

The VisitEngland awards highlight the very best of England’s tourism industry, with 17 categories of awards up for grabs at the awards ceremony, which took place at the Brighton Dome Corn Exchange.

In a highly competitive category, the museum prevailed over Liverpool Football Club Tours & Experiences and the National Space Centre to claim the  top spot. 

The awards drew more than 1,800 entries from across the country, with just 52 national finalists selected following rigorous judging by tourism industry experts.

A spokesman for the Black Country Living Museum said the award was a powerful recognition of the Black Country’s cultural significance and the exceptional experience offered at the Museum. 

The spokesman said: "At the heart of this success are the Museum’s dedicated staff and volunteers, whose  passion, knowledge, and care bring our site to life every day.

"Their commitment to engaging storytelling and warm welcomes is what makes a visit to BCLM so memorable. 

"This award is  a testament to their hard work and the strength of our shared mission."

To mark the achievement and as a thank you to visitors for their continued support, the Museum is inviting everyone to join in the celebrations this weekend, with all daytime visitors can enjoy a free ride on the traditional fairground on Saturday and Sunday.

The award recognition follows the museum's recent regional success at the VisitBirmingham & West  Midlands Tourism Awards and reflects a period of sustained growth for the Museum. 

Director & CEO Andrew Lovett OBE, who attended the ceremony, said: “It was a real privilege to represent the Museum and the Black Country at last night’s awards. 

"To take home the Gold is a proud moment for us all and a well-earned recognition of the passion and dedication of our staff and volunteers. 

"I’m thrilled we can now celebrate this with our visitors, who are such a vital part of our story.”

VisitEngland Director Andrew Stokes said: “England’s tourism industry has good reason to celebrate. 

"As the finalists demonstrate, businesses across every region provide outstanding customer service along with high quality experiences while constantly innovating to find new ways to give more to visitors and the  communities they serve.

"The applications to this year’s awards and the list of finalists are a testament to the range of first-class products on offer to both domestic and international visitors."