Birmingham Launches New Hotel Investment Model To Attract More Visitors And Events

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Birmingham has established its first Accommodation Business Improvement District (ABID), following positive votes from hotels and other accommodation providers. ABID will allow the sector to raise funds and make investments to enhance Birmingham’s visitor economy and business/leisure professions. The first ABID will allow the city’s accommodation providers to establish a collaborative platform to increase the number of visitors and the number of overnight stays, while providing support for major events and improving tourism and business opportunities.

The landmark decision places Birmingham alongside cities such as Manchester and Liverpool, which have used similar collective investment schemes to support tourism growth, attract more visitors and increase overnight stays.

The ballot received strong support from eligible accommodation providers, with 64% of votes cast in favour of the proposal. The plan also secured backing from 59% of the total rateable value represented in the vote, approving the 2027–2032 Business Plan.

With a 54% voter turnout, the result reflects the accommodation sector’s commitment to working together through a shared investment approach that will help drive destination growth, attract new opportunities and enhance Birmingham’s appeal for both leisure and business travellers.

Developed in partnership with industry stakeholders and led by the Birmingham Hospitality Association, with support from Birmingham Colmore, the Accommodation BID will unite the city’s accommodation sector behind a coordinated programme of investment.

The initiative will focus on attracting major events through subvention support, strengthening destination marketing, improving business advocacy and delivering projects designed to bring more visitors, conferences and overnight stays to Birmingham.

Through this new collaboration, Birmingham’s hotels and accommodation providers will have a stronger role in shaping the city’s tourism future while supporting sustainable growth across the wider visitor economy.

Joanne Gray led the Accommodation BID development and is the Co-Chair of the Birmingham Hospitality Association. She said: “This is a landmark moment for Birmingham’s accommodation sector. We are thrilled that Birmingham accommodation providers have voted decisively in favour of the Accommodation BID and have recognised the benefits of coming together behind a shared vision for our city.

The successful ballot provides us with a powerful platform to invest in Birmingham’s visitor economy, strengthen our destination offer and ensure the accommodation sector has a strong, unified voice. We would like to thank every business that engaged
with the process and supported this important initiative, we can’t wait to get started.”

The Accommodation BID will begin implementing its business plan from 1 April 2027, working in partnership with accommodation providers, the Birmingham Hospitality Association, the West Midlands Growth Company and other key stakeholders across the wider visitor economy to deliver its growth objectives.

Neil Rami, Chief Executive at West Midlands Growth Company, said: “We warmly welcome the successful ballot result and congratulate everyone involved in bringing the Accommodation BID to fruition. The Birmingham Accommodation BID will play a vital role in strengthening Birmingham’s ability to attract major conferences, festivals, exhibitions and business events. By strengthening collaboration across the sector and investing in subvention and destination development, the BID will help ensure Birmingham both remains highly competitive and an attractive place to visit, stay and do business.”

The successful ballot represents a significant new phase for Birmingham’s accommodation and tourism sector, establishing a dedicated platform that enables businesses to work together, invest collectively and deliver targeted initiatives. The new model aims to improve hotel occupancy, boost visitor spending and support the city’s wider long-term economic growth ambitions.