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
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.
DESTINATION
ENGAGEMENT
PARTNER
£750 per annum
For organisations wanting structured access to networks, intelligence, and opportunities at an accessible level.
Supporting entry-level access and connections
- Curated content showcasing your business
- Priority VisitBirmingham homepage positioning
- Discounted banner advertising
- Discounted Birmingham city-centre map advertising with the official Birmingham City Centre Map
- Regional cooperative campaign opportunities
- Meet Birmingham Venue Directory listing
- Partner educational webinars
- Preferential Convention Bureau commission: 8% vs 12%
- Invitations to industry events and networking
- Travel Trade Programme opportunities
DESTINATION
GROWTH
PARTNER
£1.5k per annum
For ambitious companies looking to raise profile, access insight, and build senior connections that unlock growth.
Designed for enhanced visibility and insight
Everything included at the Engagement Tier, plus:
- Dedicated account management
- Tailored strategic growth session
- Quarterly visitor economy reports covering room rates, hotel performance and pipeline
- Convention Bureau insight on bids, wins and regional impact
- Trade show and event activation opportunities
- Buyer and tour operator familiarisation trips
DESTINATION
LEADER
PARTNER
£3k per annum
For organisations seeking influence, leadership positioning and first‑mover advantage across policy, investment and regional growth.
High-value tier for strategic regional growth
Everything included at previous tiers, plus:
- Feature in VisitBirmingham tourist newsletter
- Feature in VisitBirmingham tourism business industry newsletter
- Features in VisitBirmingham campaigns and editorial content
- Brand and thought-leadership opportunities to connect to the Conference Ambassador Network
- Annual reporting on partnership reach and impact
- Exclusive Conference Ambassador Network sessions and relationship-building opportunities
Want to become the next member of Partners West Midlands: Tourism?
