A team of advisors will be patrolling Warwick town centre to help point tourists in the right direction.
Six visitor information patrollers (VIPs), dressed in red T-shirts, have been employed for the summer.
The project has been funded by the tourist information centre, Shakespeare Country staff and Warwick District Council to boost visitor numbers.
Some advisors will be based at the town's railway station to help direct visitors to hotels and attractions.
Phil Hackett, chief executive of Shakespeare Country, said: "The VIPs provide an extremely valuable and worthwhile service to the town and the visitors.
"Many visitors who visit Warwick Castle for example, don't realise that the town has so much more to offer."
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