The West Midlands Growth Company helps the region make its mark on the international stage. We are the strategic lead of the West Midlands Destination Development Partnership (DDP) programme, collaborating with the Birmingham, Solihull & Black Country Local Visitor Economy Partnership (LVEP) and Coventry & Warwickshire LVEP.
The West Midlands DDP sets regional priorities for the visitor economy in line with England’s visitor economy strategy and government policy. The focus is on strategic objectives where greater impact can be achieved through a joined-up approach, such as tourism sector skills, sustainability and accessibility, business and major events, product development, and data collection and analysis. Our goal is to develop a strong national strategic relationship between LVEPs, VisitBritain, and the Department for Culture Media and Sport.
Our tourism industry makes a significant economic impact on the region, welcoming over 145 million visitors in 2023 (an increase of more than four million people from the previous 12 months), whose spend generated £16.3 billion for the local economy (up 15%).
The Regional Tourism Strategy aims to build on this success and support the growth of the visitor economy so that it can reach its full potential and contribute further to the wider economy.
The Tourism & Hospitality Advisory Board was established in March 2023 and is facilitated by the West Midlands Growth Company. It brings together representatives from across the tourism industry to align the industry, give a high-profile voice for tourism and hospitality in the region, consult on proposals and otherwise champion the local tourism sector.
As part of our strategy to meet tourism goals, the West Midlands Growth Company operates VisitBirmingham.com.
VisitBirmingham.com facilitates the leisure tourism industry, giving tourists a platform to discover attractions, events, and accommodations throughout the city.
Not only does it raise awareness of these points of interest (generating business for partnered companies and other listed businesses), but the site allows people to comprehensively plan a trip to the city. From travelling here to where to stay to what to do, everything can be organised on-platform.
VisitBirmingham.com maximises its offering by sharing information with Visit sites from partnered local authorities. The site, alongside other destination sites, pulls from a pooled resource of events and experiences that tourists can book.
Partners can add this information through the Culture & Tourism Connected platform. It provides site partners with improved visibility among target audiences, offering a higher level of cross-promotion opportunities.
A West Midlands Welcome ” is a campaign produced by BBC Storyworks, the commercial content studio of BBC Studios for West Midlands Growth Company.
Travel Trade
The travel trade is a distribution network for tourism and travel intermediaries, such as tour operators, travel agents, wholesalers, DMCs (Destination Management Companies) and transport companies, who package, market and sell travel products to consumers in the UK and internationally.
West Midlands Growth Company assists, informs and educates the travel trade to incorporate and promote West Midlands destinations to their customers.
Our Policy, Intelligence, Evaluation and Sustainability (PIES) team works with a range of tourism and hospitality organisations and public sector partners to provide a range of intelligence and insight.
Museums, stunning parks and open spaces to explore and enjoy walking, cycling and birdwatching at Sandwell Valley Country Park, home to two working traditional farms.
Museums, stunning parks and open spaces to explore and enjoy walking, cycling and birdwatching at Sandwell Valley Country Park, home to two working traditional farms.
Culturally-rich with a thriving nightlife, an award-winning restaurant scene, world-class attractions and places to stay that span comfortable affordability to four-star luxury.
A mix of thriving urban centres alongside idyllic rural villages. With fine dining at Michelin-starred restaurants to the charms of rustic pub grub, magnificent hotels to quaint B&Bs, events and…
It's more than just a city centre. Explore Birmingham's diverse quarters – from shopping and business to creative and artistic – and everything in between!
An area famous for its craftsmanship, today a place rich with heritage and culture. A castle, a zoo and the award-winning Black Country Living Museum await visitors.
