Objectives of the Programme
- Access to exclusive market research from WMGC, key international markets, India, Australia, Canada, North America, and Germany.
- Marketing inspiration and best-practice guidance to help shape compelling travel trade collateral.
- Opportunities to collaborate and network with other tourism businesses across the West Midlands and Warwickshire.
- Support in packaging their product for the travel trade in ways that are both distinctive and bookable.
As part of the offer, each business could also access two additional one-to-one support sessions tailored to their goals—ranging from refining their pitch to the trade, developing itineraries, or understanding pricing strategies that work globally.
Reach
- 65 tourism businesses engaged from across the West Midlands and Warwickshire region.
- 38 businesses attended one of our three workshops between June 2024 and February 2025.
- 41 businesses went on to benefit from bespoke 1-2-1 support, ensuring tailored advice and action plans.
- 19 new bookable products for the travel trade were developed as a direct result of the programme:
- 7 new products launched between 2023–2024
- A further 12 bookable experiences created during the second phase (June 2024 – February 2025).
These products now form part of tailored itineraries marketed internationally by tour operators and agencies.
Results
- Creation of bespoke tours and rates outlined in a travel trade factsheet.
- Creation of new itineraries by tour operators/agencies from these new bookable products
Testimonial received from one of our attendees
Jewellery Quarter BID Testimonial
None of this progress would have been possible without the support of the tourism team at the WMGC and their travel-trade consultant's expert training. Their insights have been instrumental in helping JQBID and JQ heritage attractions expand and grow within the travel trade industry. The tourism team’s contribution has not only improved immediate marketing efforts but has also provided a sustainable framework for future success.
Other Testimonials
Toby Batchelor, British Motor Museum
Whilst it's difficult to point to specific business that we've won as a result of the travel trade training that we undertook, the fact sheet that we produced as a direct result of your sessions has certainly been welcomed by the destination management organisations and other stakeholders that we work with. Their feedback is that we've made it much easier for them to present and promote our attraction when they're out representing the region at national and international events.
Jayne Pyatt, St Mary’s Guild Hall (No Ordinary Hospitality)
Attending the West Midlands Growth Company travel trade workshop led by Yvonne and Sam was an invaluable experience for St. Mary’s Guildhall as a new, small visitor attraction. Having access to Yvonne’s expertise in the area provided us with the confidence and knowledge to progress in this field. We are very grateful to both Yvonne and Sam for their support and guidance.
