The Official Tourism Website for Herefordshire


Juliet Williams of Lowe Farm B&B had a real change of winter scenery on her recent cultural visit to Japan. By request of Green Tourism Ambassador Professor Shinji Aoki, this Pembridge farmer’s wife shone the spotlight on Herefordshire’s excellence in tourism.

The Professor, from Tokyo University, discovered Juliet’s business on a research mission to the UK some 20 years ago. He was so impressed that he has been bringing a party, sometimes two, of tourism professionals to meet and learn from her every year since.

In 2015 Juliet drafted in the support of ESL’s founder and CEO Heidi Chamberlain-Jones. Heidi has been helping to host the groups’ annual stay, showcasing Herefordshire and how rural tourism businesses survive and thrive. Educating in best commercial practice to support communities as well as individual businesses, customer service and marketing, Juliet and Heidi have made a great team in cementing these international relationships. Read all about the 2018 UK visit here.

International teachings from Herefordshire – Juliet’s multi-award-winning business is testimony to her standards of delivery. Recognised as invaluable benefit to the Japanese parties, they recently invited her back for a second visit to tour Japan to impart her knowledge. Taking the bullet train and meeting various officials as well as tourism groups, Juliet stayed in local bed and breakfasts to see how her knowledge could be utilised in the Japanese tourism industry.

We’re thrilled that one of our Members is held in such high esteem and are looking forward to working with the Japanese groups even more in 2019 to support eachother’s tourism economies.