A regional tourism strategy for growing the West Midlands’ visitor launched

Thursday, September 19, 2019

A regional tourism strategy for growing the West Midlands’ visitor economy by more than GBP 1 billion (USD 1.25 billion) has been launched that aims to create additional 19,000 jobs for the region.

The West Midlands Regional Tourism Strategy throws light on how work to sustain the sector can help to increase its economic value from GBP 12.6 billion (USD 15.75 billion) in 2018 to GBP 13.7 billion (USD 17.12 billion) during the next decade, marking a 9% increase. This growth can be achieved by attracting more domestic and international visitors, generating an estimated increase in spend of GBP 1.1 billion (USD 1.37 billion) across the region.

Showcasing world-renowned events like Coventry City of Culture 2021 and the Birmingham Commonwealth Games 2022 to a wider audience are pivotal to the Regional Tourism Strategy. It was developed by the West Midlands Growth Company (WMGC) – which aims to draw visitors, investment and events to the region.

To quote Neil Rami, chief executive of the WMGC, “It provides a comprehensive, detailed framework that will help us to realise this industry’s potential. With major cultural and sporting events on the horizon, this is the perfect time to capitalise on the opportunities they will bring and help the West Midlands to make its mark globally.”

The strategy includes both leisure and business tourism, aiming to attract major conferences and events along with holidaymakers. It outlines a range of objectives that will help to grow the West Midlands’ visitor economy. That includes creation of a regional tourism board, supported by the WMGC.

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