Starting to look beyond the current Coronavirus (COVID-19) health emergency, read how our members are planning to help keep visitors safe.

Roger Bailey

Profile updated 6/08/20

Regional Qualification(s):

Heart of England



Phone Number(s):


Contact guide


Roger has been awarded the COVID-19 Industry Standard 'We're Good To Go' issued by Visit Britain in recognition that his business has followed government and industry COVID-19 guidelines, ensuring processes are in place to maintain cleanliness and aid social/physical distancing.

Roger offers private guided coach and walking tours of the Heart of England for groups of any size.
Covering Stratford upon Avon, Coventry, Oxford, Leicester, Birmingham, plus a variety of other locations in the region including The Cotswolds. He can offer quotes on guided tours for 2 hours, half day(4 hours), and a full day. (He is not a driver/guide and does not conduct public tours). Roger has personally conducted over 6,000 guided tours in the region. Has a general interest in the many themes that run through the region, including TV/Film related locations, music links and much more.

Coventry (European City of Sport 2019 and City of Culture 2021- May 2021 to May 2022) - Roger specialises in the city for which he has a Coventry Green Badge. The once walled city has a 1,000 years of history, was the capital of England and has seen all four civil wars including The War of the Roses. View it's three cathedrals, hear about Lady Godiva and why you are Sent to Coventry. Explore many of it's museums including the world famous Coventry Transport Museum, The Herbert Art Gallery and Museum, Coventry Music Museum(the city is home to 2 Tone), Coventry Watch Museum and more. Discover the links to William Shakespeare and George Eliot(born in 1819) and the links to ancient Egypt(Amarna). (Roger has been involved with the City of Culture from the early days of putting the bid together and took the judges around when they visited). Both coach and walking tours are available.

Stratford upon Avon - Explore the birthplace of William Shakespeare and take a journey following in his footsteps from cradle to grave, visiting one or more of the five houses linked to his story and view the theatres of this famous market town.
Both walking and coach tours are available.

Oxford - Visit this famous university city where 27 British Prime Ministers were educated. Tours available with links to writers like Tolkien, CS Lewis, Lewis Carroll. Plus film/TV locations for such as Morse/Lewis/Endeavour, Harry Potter, Golden Compass, The Mummy, Mary Queen of Scots, Belle and much more. Both walking and coach tours are available.

Leicester - the city with Roman ruins and with strong links to King Richard III is well worth a visit with a tour by foot and coach, also taking in the Battle of Bosworth which marked the end of The War of the Roses. Walking tour.

Birmingham (Commonwealth Games 2022) - Tours available of this city that was at the heart of the industrial revolution. Explore its links to the Victorian era, see some of it's 100 miles of canals and explore some of it's musical heritage with links to such bands as Black Sabbath and much more. Both coach and walking tours are available.

Other tours are also offered for such popular locations as The Cotswolds, Warwick, Royal Leamington Spa and much more in the region. Also themed tours based on Music(especially rock music), Inspector Morse and associated programmes, Midsomer Murders, Downton Abbey, Lark Rise to Candleford, the War of the Roses, plus more.

Roger also can book additional tourist guides for multi guided tours, so feel free to contact him.

Roger covers :
Coventry & Birmingham;
Herefordshire & Forest of Dean;
Leicestershire(Leicester) & Rutland;
Nottinghamshire & Derbyshire(Peak District);
Shropshire & Ironbridge;
Stratford upon Avon & Warwickshire(Warwick and Royal Leamington Spa);
The Cotswolds;
West Midlands & The Black Country;

To find out more about the region of The Heart of England view : http://

Can also help with Meet & Greet, VIP support, partner programmes, fam trips, airport transfers and advice on lunch and coffee stops. Prices available for fullday, halfday and 1.5 to 2 hours. Roger is based in Coventry and near the NEC and Birmingham Airport, plus a short distance from Stratford upon Avon and Birmingham. He has over 25 years experience in guiding, has so far conducted over 6,000 tours and is available 7 days a week throughout the year. Roger can also supply additional qualified guides for larger groups if required.

Roger was awarded his Heart of England Blue Badge in 2002.
He was awarded his Coventry Green Badge in 1995.

Worked in Stratford upon Avon for Guide Friday on the opentop buses(1996/1997)
Worked as a guide in St Mary's Guildhall in Coventry(1997/1998)
Worked in both Coventry and the Jewellery Quarter Tourist Information Centre's.

Endorsement :
2012 Olympic Venues (First regional tourist guide to do so)
Welcome Host
Welcome Host International

Awarded 'Outstanding Contribution to Tourism' in the 2010 Heart of England Excellence in Tourism Awards, for his contribution to tourism in the Heart of England over many years of working in the industry.

Member :
Guild of Registered Tourist Guides
Institute of Tourist Guiding
Heart of England Tourist Guides Association
Coventry Guild of Tourist Guides
Cotswolds and Gloucestershire Tourist Guides Association
Plus a variety of tourism organisations both regionally and nationally

Past Member of the Executive Council of the Guild of Registered Tourist Guides (2003 - 2005 - 2008)
Past Chair of the UK Committee for all tourist guide associations (2003 - 2005)
Past Director of the Institute of Tourist Guiding (Nov 2010 - Oct 2013)
Past Member of the Blue Badge Tourist Guide 2012 Olympic Committee
Past Chair of The Heart of England Tourist Guide Association (2011 - 2020)
Chair of The Coventry Guild of Tourist Guides (1997 - 2020)

Examiner for the students on the 2018-2019 Heart of England Blue Badge Tourist Guide course.

Appearances :
BBC2 Flog It!
GMTV Breakfast Show
Sunday Politics Show (2018)
Regional news programmes
Variety of regional radio shows including many times on BBC Coventry & Warwickshire (Brody Bunch)

Written :
Walk Around Historic Coventry (Ottakers Bookshop)
Coventry's Historic Heart - A Walking Tour (CV One)
Coventry's Historic Heart - A Walking Tour (Own production)
A Book of Trails in Coventry
City Sightseeing Coventry script.
Coventry Transport by Tempus (Parts 1/2)

Elected Coventry Councillor(2008-2012, 2014-2022) and has been involved with the City of Culture bid for 2021
Board Director of the Coventry Belgrade Theatre from 2019.

Personal Interests:

Birmingham & Warwick

Special Interests:

Conferences & Incentives

Heart of England

Industrial Heritage

Heart of England including Coventry, Birmingham and the Black Country.

Castles & Palaces

Heart of England

Churches & Cathedrals

Heart of England


Heart of England

Walking Tours

Heart of England, especially Coventry, Birmingham, Oxford, Stratford upon Avon, Royal Leamington Spa, Warwick, Leicester.

History & Prehistory

Heart of England


Heart of England especially Coventry, Stratford upon Avon and Oxford.


Heart of England, especially Birmingham and Coventry.


2012 Venues

Driver Guide: