Visit the West Midlands

The West Midlands Growth Company helps the region make its mark on the national and international stage. To aid the delivery of the West Midlands Regional Tourism Strategy, we are working to increase the number of both UK and international visitors staying in the region.

Developing Tourism in the West Midlands

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.

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.

As part of our strategy to meet tourism goals, the West Midlands Growth Company maintains a strong digital presence on 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. 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.

Travel Trade

The Travel Trade Team's aim is to boost tourism to Birmingham and the West Midlands.

The West Midlands Growth Company (WMGC), on behalf of Destination Management Organisations across the heart of England, provides a variety of support to travel trade buyers and the industry.

Local Visitor Economy Partnership

In April 2023, Birmingham, Solihull and the Black Country joined the Local Visitor Economy Partnership (LVEP) programme from VisitEngland.

In 2023, VisitEngland announced that Birmingham, Solihull and the Black Country would be joining the Local Visitor Economy Partnership programme.

LVEPs can access expert advice, dedicated toolkits and training programmes – further helping the West Midlands develop its distribution, accessibility and sustainability – as well as aid bidding on Government funding streams.

Tourism & Hospitality Advisory Board

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.

Find out more about the Tourism and Hospitality Advisory Board

Places to Visit


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.


An area famous for its craftsmanship where leather making was pioneered. Rich in green spaces and culture, including parks, museums and art galleries.


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From iconic sport to unique arts and culture and its grand 18th century architecture, there is so much for visitors to enjoy.

Ready to explore?

The West Midlands’ concentration of big, bustling cities and major towns has created one of the most exciting urban destinations in Europe.

How We Can Help

  • Raise the visibility and awareness of the region to international markets 
  • Improve the image and the perceptions of the Region to UK audiences 
  • Ensure greater awareness of the business tourism product 
  • Develop the leisure product using hero themes, attracting visitors across the region 
  • Connect tourism activity with other regional programmes to maximise impact

Key Contact