Since 1997 Shakespeare Country has been the trading name of South Warwickshire Tourism Ltd, a public, private partnership delivering the services that used to be associated with locally run 'Tourist Boards'.

 

South Warwickshire Tourism Ltd was part funded by two local councils; Stratford District and Warwick District and a number of key partners: Warwick Castle; Shakespeare Birthplace Trust and the Royal Shakespeare Company.  The Company went into Liquidation at the end of March 2010 after making losses for a couple years following which Stratford District Council deferred a decision on financing for the 2010 financial year.  

  

Tony Merrygold has been the Chairman of SWATA (South Warwickshire Association of Tourist Attractions) since 1994

and put together a consortium which bought the assets of South Warwickshire Tourism Ltd from the Liquidator in May 2010 so that Shakespeare Country could continue in business, marketing this unique area both nationally and internationally.