St Dubricius Church in Whitchurch is experiencing an encouraging response from visitor engagement this summer, as tourists increasingly seek something beyond the beautiful countryside of the Wye Valley and Symmonds Yat area – a deeper spiritual connection and welcome.
The church, nestled in the picturesque village of Whitchurch on the River Wye, has always been a haven for tourists visiting the nearby attractions including the popular Jubilee Maze and Butterfly Farm. This year, thanks to a small Mustard Seed investment from Hereford Diocese, the church has improved signage leading up to the building, making it easier for visitors to discover this hidden gem. They have also set up a trail around the church using QR codes, which offers a new dimension to looking around the church, clearly encouraging visitors to explore.
Tourism represents a significant opportunity for churches across Hereford Diocese. With Herefordshire welcoming nearly 6 million visitors in 2023/24 and Shropshire similarly seeing visitors contributing over £900 million to the local economy, the counties within our diocese see millions of people each year seeking an authentic experience in our beautiful rural landscape. For many of our stunning rural churches like St Dubricius, this presents a wonderful opportunity to extend Christian hospitality and share the good news of Jesus Christ with those passing through.
Churchwarden Sue Morris has witnessed a remarkable shift in the nature of tourist visits this summer. "We're seeing something quite different this year," she explains. "People aren't just popping in to admire the architecture and history. Many tourists, including families with children, seem to be searching for something deeper – something spiritual. They're asking more questions about faith, about God, and about what it means to be part of a Christian community.”
“We had two ladies visiting recently and one was distressed, she stayed in the church and I was able to offer her space to sit, chat and I offered to pray for her. She accepted. She thanked me and told me ‘I have found a peace and welcome here that I had forgotten you can get from a church. I am going to find my local church when I go back home.’ Whether she did, only God knows the truth but I hope that she did,” says Sue. It is one of a number of stories which Sue reveals has really impacted on her and made her release just how precious the welcome to passing tourists is in sharing God’s mission.
The Mustard Seed funding has also enabled the church to do more than improve wayfinding to the building. The investment also supported the printing and production of a leaflet about the church, distributed to local residents throughout the village. This initiative has extended an invitation to the wider community to support and join the worshipping life of St Dubricius, strengthening connections between the church and those who live nearby.
The church is investing in spiritual growth, and the regular worshipping community now enjoys many passing tourists joining their weekly services and study groups. Sue adds; “We’ve thought about how we can offer something to people through prayer. We now invite people to write on one of the pre-printed footprints in the church, telling us where they’re from and what they’d like us to pray for. Sometimes they’re written in another language. Each one is prayed for during our Thursday Eucharist service before being placed in a prayer book.“
The newly installed welcome board tells the story of who God is and how the St Dubricius community lives out their Christian faith in practical, everyday ways. "The board isn't just information," Sue says. "It's an invitation. It shows how our faith shapes everything we do – from caring for our neighbours to welcoming strangers."
This welcome along with the help-yourself-tourist-coffee bar which includes biscuits and fresh water, which is replenished daily, has borne fruit in unexpected ways. Several tourists who initially stopped by for a brief visit have shared their life stories and sought prayer. "It is a privilege to help someone. You just never know who is coming in and what their story might be - helping another human being in some small way is a blessing. Although it can be quite emotional sometimes. Tim (Starling), our vicar has been the inspiration behind the initiatives and the welcome we extend. As a congregation, our focus on mission has been driven by his ministry,” Sue reflects. “The knowledge that we have a dedicated, priest to guide us spiritually and through prayer has given me confidence to grow in my faith.”
Sue, Tim and the St Dubricius community are learning to respond with love and care to each person who crosses their threshold. She concludes: “It's about a warm welcome, listening well, and it is always showing people they matter to God and to us."
The experience at St Dubricius demonstrates how churches across the diocese can embrace tourism not merely as a practical challenge but as a missional opportunity. When we open our church doors with genuine hospitality, welcome and clear signposting – both literal and spiritual – we create spaces where tourists can encounter not just heritage and beauty, but the living God who invites all people into relationship.
ENDS