Symonds Yat, Ross On Wye, Herefordshire. (Image: Getty)
“Off the beaten track, under the radar, a hidden gem” is how the local tourist board describes this forgotten county.
Tucked against the Welsh border, hugged by the Malvern Hills and the Brecon Beacons, Herefordshire is like the Cotswolds of yesteryear, before all the coach loads of tourists arrived.
Granted there is no farming its fields, there is no Posh and Becks building huge barns and if you are looking for an outpost of Soho House to spot Kate Moss and her pals in their Hunter wellies, forget it.
But what you will find is an abundance of pretty little towns and villages to explore, a thriving foodie scene, award-winning pubs, luxury hotels, and all surrounded by staggeringly beautiful and quiet countryside.
Better still if you are thinking of upping sticks and moving there it will be much cheaper than the Cotswolds where the average price of a home is £483,000 compared to £286,000 in Herefordshire, almost £200,000 less.
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The stunning Hereford Cathedral, begun in 1079. (Image: Getty)
The timbered Tudor buildings of Leominster (Image: Getty)
Herefordshire is one of England’s most beautiful, least populated and most rural counties.
The quiet affordable county being is dubbed the new Cotswolds but without the hoards and the hefty price tag. Some 35 million visitors flock to the Cotswolds every year to enjoy its obvious charms and it has the advantage of being just an hour or so from London.
Herefordshire boasts around 12 million visitors a year, mostly day trippers from the Midlands and the North, and is therefore much quieter.
Only 170,000 people live in this forgotten county. The county town of Hereford is home to 70,000 but none of the market towns holds more than 10,000 people.
The Cotswolds are lovely of course, but the problem with them is that everybody knows it. Prices are high – whether you’re buying dinner or a house. If it’s the latter, entering the market can be a struggle as demand far exceeds supply, and when you do land your dream cottage, you’ll be paying over the odds for it and often in a bidding war with several others.
So, if you want a country bolthole with plenty of land and charm, Herefordshire is a clever alternative. It won’t work for daily commuting, being about three hours from London but for a weekend retreat, a home worker or a retired person it offers all the Cotswolds do and more.
Hay-on-Wye is a haven for book lovers. (Image: Getty)
The pretty high street of Ross on Wye (Image: Getty)
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Patricia Churchward, 66, the Herefordshire High Sheriff, said: “Obviously, the Cotswolds is beautiful. I love the Cotswolds. But it’s a lot less busy here, for a start.
“We also have pretty, black-and-white villages, but we’re not just about pretty villages. It’s a great county. I wouldn’t want to live anywhere else.’
The farmer’s daughter, who was born and bred in the county, adds: “We’ve got this idyllic, rolling farmland, which hasn’t been totally swallowed up by agri-businesses, so it’s still very easy to meet genuine farmers who continue to manage their relatively small farms, and they’re growing the food for us, and passing the love of the land down to following generations.
“And I always maintain that it’s the farmers and the country people who keep the fabric of England in the manner to which we all want to imagine it to be – pretty with hedges, and animals in fields, and Herefordshire’s predominantly like that.”
The proud local also explained that there is an abundance of things to do for people looking to be entertained.
She said: “If you’re looking for somewhere to hang out for a weekend, to do some touring around, we’ve got such a varied scenery.
“You can come, bring the dogs and have a great weekend. People aren’t fussy about muddy Labradors. We expect people to be quite earthy and we’re prepared for it.”
Patricia recommends visitors head to Hay-on-Wye, which straddles the border of England and Wales.
She said: “Hay-on-Wye is a real favourite. It’s got lovely little bookshops, and you can drown in culture up there, if that’s what you want. Or you can just go and take the dogs for a jolly good walk across the mountains. It’s lovely.
“There’s just the most phenomenal walks, and then, you’ve got the river Wye, where people do canoeing and paddle boarding. There’s a massive, huge variation.”
If you fancy a spot of shopping, there is the beautiful market town of Leominster which boasts an antique centre, and lots of independent retailers.
There are also monthly farmers’ markets in Hereford, Leominster and Ross-on-Wye which offer local produce. The phrase “locally sourced” is a badge of honour in these parts.
The county’s only Michelin-starred restaurant, the Stagg Inn at Titley, emphasises the extent to which it draws on local suppliers for its beef, hams, poultry and cheeses. To reinforce the point, the county has launched a “Flavours of Herefordshire” award scheme, and a “Gourmet Herefordshire” campaign, which both promote the use of seasonal local produce in its pubs and restaurants. There are plans afoot to make the county a Slow Food destination.
The county also boasts an annual Walking Festival, the Rossbeerfest, a beer and cider festival in Ross-on-Wye in May, and a whole host of food and music festivals throughout the year.
There is also a burgeoning industry of outdoor wellness activities, including wild swimming, ice baths and saunas, as well as glamping.
Jane Lewis, the county’s principal tourism officer, said: “You slow down when you enter Herefordshire, not because there’s a tractor in front of you – you have to slow down to take in the views.
“We’re awash with fantastic produce. But it’s not just about cider and the other ‘apple-ly’ things. It’s Herefordshire beef, nice cheeses and vegetables that have been picked from people’s gardens. It’s about the outdoors and the fantastic countryside.”