The West Midlands Growth Company seeks a renewed phase of collaboration with leisure and business partners, stakeholders and industry members across the region, to grow leisure and business tourist numbers and the value of these visitors.

Having commissioned TEAM Consulting, the tourism strategy will identify key areas where the West Midlands Growth Company can add value to the region’s visitor economy activity, in partnership with shareholders and stakeholders. It is set to be launched in late Spring 2019.

The visitor economy is a key sector for the region. Last year the West Midlands attracted 2.3 million overseas visits, the 5th consecutive year of record breaking visits, with the most popular reason to visit being business activity. The tourism sector is also important for employment, supporting 1 in 10 jobs in the region. In the future it is crucial that the region harnesses the opportunities created by major events such as Coventry UK City of Culture in 2021, and the Commonwealth Games in 2022. 

The strategy approach will identify key target markets which have the propensity to grow through our intervention and support the Local Industrial Strategy aim of inclusive growth. 

This approach will be informed by extensive desk research, stakeholder consultation and new primary research, including an in-depth perceptions research piece, which will align with the communications and brand strategy for the region. This will highlight areas in which the company can deliver the best impacts for its partners, shareholders and the industry. 

Nicky Hewitt, Commercial Director at West Midlands Growth Company said:

“Tourism is vital to the region’s economy as a major employer for thousands of people. As part of our tourism strategy, we have identified the critical role that the visitor economy plays in supporting inclusive and sustainable growth across the region. Landmark events such as Coventry City of Culture and Birmingham’s Commonwealth Games will further boost the region’s reputation as a place to visit, and work is underway to ensure that we capitalise on their legacy.’’