Focusing on tourism, trade and investment, the three-year programme will catalyse the West Midlands’ growth strategy, cementing the region, and wider UK, as a globally sought-after location to visit, invest and live in.
Underscored by the strapline of ‘One Region, Many Worlds’, the programme reflects the breadth and diversity of the region’s unique places and people, under a single vision of achieving sustained economic legacy for the West Midlands.
Programme benefits
The BATP will operate until late 2023, but the benefits of the programme are expected to last long-term, until 2027 and beyond.
The programme is designed to secure more than £650 million of new overseas investment into the UK, and create £7 million of additional export deals until 2027. Contributing to over one million visits to the Games, BATP is also expected to attract thousands of additional visitors to the region and UK until 2027, generating millions in visitor spend.
By showcasing the best of the region and UK, the BATP is anticipated to create some 1,000 new jobs, with up to 600 of these roles based in the West Midlands. The programme aims to benefit areas outside the West Midlands, across England, Wales, Scotland and Northern Ireland.
Programme objectives
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Legacy: To turbocharge the region’s investment and tourism landscape, creating meaningful, transformational economic legacy, rooted in employment creation, far beyond the Games.
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Leisure tourism: To attract more international visitors from our BATP target markets and more domestic visitors, in turn boosting the expenditure and jobs supported by the visitor economy.
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MICE and sporting events: To boost the UK’s and the region’s profile as a key international conference and event destination, attracting a range of additional major events.
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Investment (inward investment and capital attraction): To attract more inward and capital investment from Commonwealth sources to the UK and the West Midlands.
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Trade: To build capacity and capability among businesses to export to the Commonwealth, and BATP target markets, in particular.
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Profile and reputation: To put the West Midlands on the global map, positively shifting perceptions towards the region nationally and overseas, invigorating local pride.
Programme audiences
Programme resource and activity will be concentrated on audiences in markets with the most significant economic potential. Activity will primarily focus on the Commonwealth nations, plus the domestic UK market. BATP will leverage other opportunities that support its objectives, by extending its reach to other overseas markets.
Working Together
The BATP is the first accredited Commonwealth Games programme of its kind, and is being delivered by the West Midlands Growth Company on behalf of the West Midlands Combined Authority (WMCA), alongside the Department for International Trade (DIT) and Visit Britain. The programme partnership is working closely with the Organising Committee (OC) for the Birmingham 2022 Commonwealth Games, Birmingham City Council, the Commonwealth Games Federation (CGF) and others as a key component of the broader Commonwealth Games programme.