Great British Car Journey named as a top new tourism business in national awards

Published: 10/06/2023

 Just two years after opening, the Great British Car Journey, an interactive car museum in Derbyshire, has been named as one of the top new tourism businesses in the national VisitEngland Awards for Excellence 2023.

The annual awards, which celebrate the tourism industry’s brightest stars, were held on Thursday 7 June at a glittering award ceremony hosted by Alex Polizzi at Warner Bros. Studio Tour London.

Great British Car Journey was one of 48 winners selected from hundreds of tourism businesses across England, including hotels, self-catering accommodation, B&Bs, glamping operators, attractions, restaurants, pubs and museums.

Accepting the bronze award for New Tourism Business of the Year Richard Usher, Founder and CEO of Great British Car Journey, said: “What a phenomenal journey the last two years have been for Great British Car Journey. To be recognised in the national VisitEngland Awards for Excellence has just blown us all away. We knew we had something special when we opened the museum in May 2021 but to have it confirmed is wonderful. 

“It’s onwards and upwards for Great British Car Journey. We have many exciting plans in the pipeline which will ensure we continue to stand out in both the classic car and visitor attraction market.”

Since opening amid Covid restrictions, the museum has been a hit, welcoming more than 60,000 visitors from through the UK and the world. 

To maintain and increase visitor interest, the attraction continues to add unique and fascinating cars to its exhibition, including the Rolls-Royce which was owned by the founder of the Scouting movement Lord Baden Powell, the last Morris Minor ever made, and a Lotus driven by world champion racing driver Mario Andretti.

It has also further developed its offer to hosting regular events, launching a car club, an online shop, and its own YouTube series, Great British Car Share, with motoring personalities Sarah Crabtree and Paul Woodford.

The museum, which is located in Ambergate on the edge of the Peak District, now boasts more than 150 classic British cars in the exhibition which tells the story of car design and production in the UK from the 1923 to 2000. Uniquely, the museum also has more than 40 classic cars, ranging from the Austin Seven to the Ford Capri, which visitors to the attraction can take for a drive.

Richard added: “2023 has been a fantastic year so far. We won Gold at the Visit Peak District and Derbyshire Tourism Awards earlier in the year and also narrowly missed out on the Tourism Superstar of the Year Award for our young heritage apprentice Luke Henshaw. We’ll keep on doing what we do as it is evidently working!”

To arrange a visit to Great British Car Journey or to book a drive in one the cars on the Drive Dad’s Car fleet, visit wwww.greatbritishcarjourney.com.

Great British Car Journey is a classic car visitor attraction which opened in May 2021. 

The attraction takes visitors through a nine-stage story of the rise and demise of the British motor industry using a unique interactive device which has been created by event technology specialists Imagineear.

Great British Car Journey (GBCJ) is located at Derwent Works, Ambergate, Derbyshire, DE56 2HE.

The exhibition boasts a collection of 150 iconic British cars manufactured and designed in the UK between 1903 – 2000, including the classic Mini, Austin Seven, Ford Escort and the DeLorean.

Drive Dad’s Car allows visitors to take a test drive with an instructor in a selection of 45 iconic British cars, including the Austin Seven, Morris Minor, Rolls Royce Silver Spirit and Reliant Robin.