As the region’s official Destination Management Agency (DMO), our key objectives are to raise awareness of the region’s destinations in international markets and to change perceptions in the domestic market segments. We form and nurture partnerships, with bodies such as the Midlands Engine and the national tourism board and with companies such as Merlin Entertainment and the East Side Rooms to unlock regional tourism growth.
We champion our cities. Birmingham, Coventry, and Wolverhampton, the Black Country and the larger West Midlands have proven to have much to offer those looking for both people looking for a staycation city break and those visiting the UK from abroad. In 2021, the West Midlands attracted more than 100 million visitors.
This was a sharp rise of 72% in visitors compared to 2020 when the coronavirus halted a significant amount of tourism activity. This return to form is down to the efforts of those working in the tourism industry. The West Midlands Combined Authority has the highest number of employees of any Local Authority in Leisure & Tourism (370,000), and Birmingham has more businesses than any other core city involved in the tourism trade (88,000).
The West Midlands is rising in the global perception and has not yet reached its peak. The region still has much more to offer and we’re here to facilitate that growth.
A leading business destination
The West Midlands is not only attractive to tourists. Birmingham was ranked the most popular destination outside London for meetings, conferences, and events by the British Meetings & Events Industry Service in 2020.
Throughout the city, there is a host of top-class facilities and accommodation on offer, including the renowned National Exhibition Centre (NEC), Resorts World and the Ricoh Arena. We are top of the list to host conferences, conventions, and company getaways.
The West Midlands is a key economy within the UK, rivalling small countries in scale, with a GVA of £117 billion. The region attracts small and large companies from across the globe, creating the perfect environment for tourist-focused businesses to thrive. At the West Midlands Growth Company, we actively work to attract investments, businesses, and visitors to the region.