The deal will prepare Britain for an extra nine million visitors per year, with a commitment to build 130,000 new hotel rooms by 2025.

Fiona Allan, Artistic Director & Chief Executive of Birmingham Hippodrome – and board member of the West Midlands Growth Company – said:

“The Government’s new Tourism Sector Deal is welcome news for the West Midlands. Our visitor economy is worth some £12 billion to the region, so it is critical to ensure that this vibrant industry is reaching its full potential.
“Having a sector deal enables us to work more closely together, identify our combined strengths and adapt to future trends. By increasing productivity and enhancing skills within the visitor economy, we can also make a greater contribution to the national economy. For the West Midlands, the Tourism Sector Deal provides a significant opportunity to build on our reputation as a welcoming and unique international destination, as we count down to Coventry City of Culture in 2021 and the Birmingham Commonwealth Games in 2022.”