The Triumph Factory Visitor Experience in Hinckley, Leicestershire, has won Gold for ‘Overall Excellence’ at VisitEngland’s Visitor Attraction Accolades 2024-2025.
The national awards, which were held at the National Motor Museum in Warwickshire on 12 November, recognise excellence within the visitor attraction sector. The Accolades were awarded based on scores that attractions obtained following their annual VisitEngland Visitor Attraction Quality Scheme assessment. The VisitEngland Assessor commented that the Visitor Experience was: “The perfect day out for fans of iconic motorbikes.”
Accolades were awarded to 78 English attractions covering all aspects of what makes an outstanding visitor experience. The five categories include; Welcome; Best Told Story; Hidden Gem; Quality Food and Drink and Gold for overall excellence.
Triumph Motorcycles’ Chief Commercial Officer, Paul Stroud said: “”We’re absolutely thrilled to receive the VisitEngland Gold Accolade for 2025. It’s a real credit to our Factory Visitor Experience team, who work tirelessly to make every visit special, from showcasing our iconic bikes to sharing the story behind the design, engineering and development of Triumph’s motorcycles.
“The factory has long been a favourite for motorcycle enthusiasts, and it’s great to see its appeal growing as a unique venue for events and conferences. This award is proof of the experience on offer, and a visit would make a brilliant Christmas gift for any rider and their family.”
VisitEngland Director Andrew Stokes said: “These accolades put England’s outstanding attractions in the spotlight as they recognise the amazing visitor experiences available across the country. They acknowledge the people who give the warmest welcomes, provide the most mouth-watering food and tell the stories that delight visitors, making them jewels of our tourism offer.”
VisitEngland’s Visitor Attraction Accolades, now in their 11th year, are awarded to participants of the VisitEngland Visitor Attraction Quality Scheme across a range of tourism attractions from historic houses, gardens, country parks and farm attractions to galleries, museums, churches and cathedrals. Tourism is one of England’s largest and most valuable industries, delivering economic growth right across the country.
The Triumph Factory Visitor Experience is more than a factory or a museum, it’s an interactive experience that appeals to riders, fans, and even those new to motorcycling. Guests can explore a curated collection of iconic Triumph motorcycles, from historic classics to modern legends, alongside interactive displays that tell the story of Triumph’s engineering and design journey.
Open Wednesday to Sunday the exhibition, shop and café is free to explore. Visitors can also pre-book a Factory Tour; a behind-the-scenes look at how Triumph motorcycles are built, showcasing the precision and skill involved in every stage of production. Gift vouchers are available.
As well the VisitEngland Gold Accolade, the Triumph Factory Visitor Experience also holds a 2025 Travellers’ Choice Award from Tripadvisor.
For more details visit triumphfactory.co.uk
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ABOUT TRIUMPH
First established in 1902, Triumph Motorcycles celebrated 120 years of motorcycle manufacture in 2022. For more than three decades, Triumph Motorcycles has been based in Hinckley, Leicestershire, and has produced iconic bikes that perfectly blend authentic design, character, charisma, and performance.
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