The Partners West Midlands: Tourism Programme

The Partners West Midlands: Tourism programme is the West Midlands Growth Company’s official membership programme for organisations working across the region’s leisure tourism, business tourism and hospitality sectors.

It is a relationship-led programme, bringing companies from across the region together for deeper strategic engagement. The mission of the programme is to create a collective that supports each other, benefitting all.

Developed in response to direct feedback from tourism and hospitality businesses, the programme brings together venues, attractions, accommodation providers and other sector organisations through a focused regional network.

Members can connect with industry peers, regional leaders and decision-makers, access sector insight and intelligence, and identify opportunities to collaborate, raise their profile and support business growth.

The programme also gives members a stronger collective voice in the development of the West Midlands visitor economy, helping the sector respond to shared challenges and shape its future direction.

Benefits of Partners West Midlands: Tourism

Partners West Midlands: Tourism is more than a membership programme. It is a regional network bringing together the organisations that help make the West Midlands a place people want to visit, meet and do business.

By joining, your organisation becomes part of a collective spanning the region's leisure tourism, business tourism and hospitality sectors, with opportunities to build relationships, share knowledge and contribute to the continued growth of the West Midlands visitor economy.

Through the programme, members can:

• Raise their profile through promotional and storytelling opportunities
• Access timely sector intelligence and market insights
• Build relationships with businesses, regional leaders and decision-makers
• Identify opportunities for collaboration and partnership
• Access dedicated strategic account management and specialist support
• Contribute to conversations about the opportunities and challenges facing the region's visitor economy

A Strategic Collective Delivering Value to Members

The visitor economy is interconnected. The strength of the region as a destination depends on the attractions, venues, accommodation providers, hospitality businesses and other organisations within it working together.

Partners West Midlands: Tourism creates a space for those organisations to connect around shared opportunities and ambitions.

Membership gives organisations a closer relationship with the West Midlands Growth Company and with a network of partners from across the region. It creates opportunities to exchange knowledge, develop new relationships and collaborate on activity that can strengthen individual businesses while supporting the wider destination.

It also gives members a stronger collective voice. Through closer engagement with the sector, the West Midlands Growth Company can better understand the priorities, opportunities and challenges facing local businesses and ensure those perspectives help inform work to develop and promote the region's visitor economy.

It's a relationship that delivers value for members across three core areas: Profile, Insight and Networking, supported by dedicated strategic account management.

Profile
Increase the visibility of your organisation across key regional platforms, through curated promotion and thought leadership.

Through the programme, members can showcase their business to relevant audiences while contributing to the wider story of the West Midlands as a visitor and business events destination.

Insight
Make better-informed decisions with access to timely intelligence from across the region and the visitor economy.

Members receive relevant market insight, sector intelligence and information about emerging opportunities, drawing on the West Midlands Growth Company's relationships across business, government and the wider regional economy.

It also works both ways. The experiences and priorities shared by members help the West Midlands Growth Company build a clearer picture of the issues affecting the sector and where it can make a difference.

Networking
Build relationships with organisations and people that would be difficult to reach alone.

Partners West Midlands: Tourism brings together businesses from across leisure tourism, business tourism and hospitality, alongside influential figures from business, academia and the public sector.

Through member events, introductions and wider regional activity, the programme creates opportunities to exchange ideas, develop partnerships and identify areas for collaboration.

Strategic Account Management

Membership is supported by a dedicated relationship lead within the West Midlands Growth Company.

Your account lead will get to know your organisation, its priorities and ambitions, helping connect you with relevant opportunities, introductions and support across the programme.

The West Midlands Growth Company comprises experts in areas including business tourism, leisure tourism, travel trade and marketing, helping you make greater use of the opportunities available through Partners West Midlands: Tourism.

Want to become the next member of Partners West Midlands: Tourism?