The £24m programme aims to create a long-term legacy by boosting perceptions of the West Midlands and UK as a world-class destination for trade, investment and tourism. It will target domestic and overseas visitors, investors, businesses and event organisers during a three-year campaign of promotional activity. This will strengthen relationships with important overseas markets at a national and local level.
The BATP will focus on nations and territories across the Commonwealth. Its trade and investment activity is closely aligned with the West Midlands’ and UK’s priorities for growth in sectors including future mobility, data-driven healthcare, creative technologies, modern business services, the sports economy, e-commerce and tourism.