Many thanks to those who have expressed an interest in joining the West Midlands Tourism and Hospitality Advisory Board. First-round applications are now closed, with shortlisting underway.

We still have some spaces for broader representation in geography - across the Black Country and Coventry and Warwickshire - ethnicity and hospitality sub-sectors. Please continue to apply in the second round at the link below.

Message from Andrew Lovett OBE, CEO Black Country Living Museum; WMGC board member:

“We have launched the search for enthusiastic, knowledgeable and committed team players to join our new West Midlands Tourism & Hospitality Advisory Board, who can successfully represent the geography, diversity and inclusivity of our region’s magnificently varied and unique visitor economy.

“This is a fantastic opportunity for people who want to make a difference, are passionate about tourism and hospitality and are leaders in their visitor-facing fields, whether it’s accommodation, food and drink, transport, events, performance, entertainment or attractions.

“In 2022, the West Midlands has been in the global spotlight like never before. We want to build a new Board, which keeps the region in its rightful place at the forefront of the national and international visitor economy landscape.”

Board Vision

The vision of the board is to align the activity of industry partners in tourism and hospitality, contributing to a strong West Midlands profile and reputation. Board members will be passionate and knowledgeable advisors to influence policy, grow sector value sustainably and ensure jobs and well-being for residents and memorable experiences for customers and visitors.

Terms of reference

Please check the terms of reference for further details about the board.

View terms of reference pdf


We seek to recruit the following representatives to the board. It is critical that we have broad representation across the sectors of tourism and hospitality, the communities and the geography of the West Midlands. 

We need to find a representative from the following sectors:

1.    Festivals / events
2.    Restaurateur / F&B
3.    Regional DMO / BID / LEP / LA
4.    Attraction / experience
5.    Hotelier / accommodation provider 
6.    Conference / exhibition venue 

7.    Sporting / music venue 
8.    Cultural Organisation 
9.    Travel trade operator / agent 
10.    Transport provider 
11.    Sustainability champion
12.    Skills / apprenticeships / education provider

Please apply if you:

  • Have a strong voice and established networks within the tourism or hospitality industry nationally and / or across the West Midlands
  • Commit to building on the success of Coventry City of Culture and Birmingham 2022 to embed the region’s profile through collaboration and partnership 
  • Have a willingness to align tourism and hospitality sectors and work for the benefit of the region
  • Have experience serving on / leading a task force; in this instance, to shape major regional opportunities, external funding bids, strategic direction or response to government calls for evidence 
  • Are proactive

One sub-sector representative will be allocated to an emerging leader who may not have had previous board-level experience and who will be provided with development support as necessary.


Board Members are expected to attend Board meetings 4 times a year – dates for the coming year are set out in the Terms of Reference. Please note these now and ensure that you are available.

Each may serve on, or lead, a relevant task force.

Board members are also expected to attend other events including occasional evening engagements, missions or media opportunities to represent the region’s tourism and hospitality offer.

The post is not remunerated.

No specific academic qualifications are required for application to the board.

Those who best satisfy the essential criteria will make appointments on merit.

Application process

Shortlisting will be based on your CV and application form and scored against the criteria set out in this document. The appointments board comprises at least 2 people from the following: 

  1. Chair of the West Midlands Tourism & Hospitality Advisory Board
  2. an executive of WMCA
  3. an executive of WMGC

Shortlisted candidates will be invited to interview with the chair in person.


Deadline for applications (first round) - CLOSED
6th October 2022

Deadline for applications (second round)
25th November 2022

w/c 28th November 2022

Appointments announced
w/c 5th December 2022

Board meeting dates 22/23

3rd March 2023

2nd June 2023

8th September 2023

1st December 2023

Equality of Opportunity

We are committed to the principles of appointment based on merit with independent assessment, openness and transparency of the process. We are also committed to equality of opportunity and welcome expressions of interest from all suitably qualified applicants irrespective of religious belief, gender, race, political opinion, age, disability, marital status, sexual orientation, or whether or not they have dependants.

How to apply

We still have some spaces for broader representation in geography - across the Black Country and Coventry and Warwickshire - ethnicity and hospitality sub-sectors. Please continue to apply in the second round.

Start your application

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