Councillor Phillip Grove, portfolio holder for community safety and economic development at Malvern Hills District Council, said: "This is fantastic news for all the staff at the Tourist Information Centre as it is recognition of all the hard work they put into visitor services.

"We are aiming for excellence as a council and as part of that mission we will be looking to improve and enhance visitor services even more over the next few years, while providing value for money to our tax payers."

The mystery shopper survey involved a visit to the centre by a VisitBritain representative, two phone calls and two e-mails to assess the service including wheelchair access, the window display, the staff's attitude, their telephone manner and the promptness of e-mail replies.