Local author, geographer, and content creator, Helen Young has joined forces with Exploro for an exciting and accessible new way to tell Burton’s story to visitors and locals alike
A new partnership comes in the form of a self-guided tour created by local author, geographer, and content creator, Helen Young and a platform called Exploro, founded by entrepreneur, Veronica Grifa, to tell the story of Burton upon Trent for visitors from around world.
Burton’s new virtual tour recently launched on Exploro, which provides audio experiences on local information, and people can follow along at their own pace using their phones – meaning no fixed times or groups to keep up with. This collaboration connects Burton with locals and a global audience alike, who are actively looking for unique places with authentic stories, as opposed to the usual tourist destinations.
Helen said: “As a geographer, I’m always interested in why places look the way they do and how history, industry, and people leave their mark on the landscape. Burton has such a strong identity, but it’s easy to walk through somewhere familiar without really noticing the stories around you. This tour is about helping people see those connections.”
Exploro came about when Veronica noticed on her own travels that people often visit somewhere new, take the time to walk around, and then leave without ever really understanding what they’ve seen. Group tours can be costly or inconvenient, with smaller places often overlooked altogether. So, her aim was to develop a way that local experts could share their knowledge to help travellers gain deeper insight into the areas they’re visiting, as well as discover places they might otherwise miss.
Veronica said: “We are thrilled to partner with Helen – her knowledge of and passion for Burton is exactly the kind of thing Exploro was built for. No algorithm can replicate that, and today’s traveller knows the difference. By combining Helen’s local knowledge with our digital platform, we are creating a permanent, accessible legacy for Burton’s tourism that anyone can enjoy, anytime. Her enthusiasm and dedication to the area are what make her tour genuinely worth taking, and what make working with her such a pleasure.”
The focus on towns like Burton is deliberate. Major cities attract huge numbers of visitors, while destinations that are equally rich in heritage can struggle to gain attention. By working with local creators, Exploro’s intention is to encourage travellers to go beyond the obvious hotspots, to discover the hidden gems and make more of their visit – bringing more people and more spending, which in turn has the benefit of boosting local economies.
Helen said: “I spend a lot of time writing and creating educational content about places, so this felt like a natural extension of that work. Burton played a huge role in global brewing history, but it’s not all about the beer – there are other stories here that deserve to be better known. There’s something really special about helping people feel more connected to a place, whether they’re visiting for the first time or have lived here for years.”
Those who access the tour will be able to explore locations in relation to Burton’s industrial growth, brewing heritage, and local life, blending intriguing storytelling with interesting insight into how the town has evolved over time. The resource is permanently available online, so this means that schools, residents, and visitors can come back to it whenever they like.
As more people seek out independent, experience-led travel, initiatives like this could be just want towns like Burton needs to bring in the visitors they deserve, proving that you don’t have to be a major city to have a story worth travelling for.
The Burton upon Trent self-guided walking tour is available now via the Exploro app and website: https://exploro.app/tours/burton-upon-trent-self-guided-walking-tour-history-brewing-heritage.