VisitBritain boosts international visits in run-up to Birmingham 2022 Commonwealth Games

Saturday, July 16, 2022

The Birmingham 2022 Commonwealth Games, taking place from 28 July to 8 August, is fast approaching and VisitBritain is ramping up its international activity to drive visits in the run-up to the Games and beyond. This popular game is hosting more than 40 top travel buyers, tour operators and trade media from Australia, Canada and India on educational visits to Birmingham and the West Midlands during the Games, in partnership with the West Midlands Growth Company.

The trade visits, which range from five-to-eight days, get underway from 25 July. As well as attending sporting events at the Games, the international buyers are visiting destinations and visitor attractions across the West Midlands, from a river cruise exploring Shakespeare’s Stratford-Upon-Avon, a culinary course in the heart of Birmingham’s Balti Triangle to a trip back in time at the Black Country Living Museum in Dudley.

The international buyers are also meeting to do business with British travel trade suppliers and destinations during the Games as part of a dedicated ‘Tourism Day’ on 5 August. The trade showcase, hosted by VisitBritain in partnership with the West Midlands Growth Company, is part of the programme of events at UK House, The Commonwealth Business Hub, led by the Department for International Trade. Britain’s ability to host world-class sporting events will be in the global spotlight during the Games and the Tourism Day will see leading industry stakeholders come together to highlight the importance of major events to the visitor economy, harnessing opportunities to drive tourism across the nations and regions.

Commonwealth Games Minister Nigel Huddleston said said that the Commonwealth Games are an excellent opportunity to showcase Birmingham and the Midlands to the world. Their activity working with international buyers and tourism companies is a crucial part of our legacy plans to ensure the benefits of the Games are felt in the region for many years to come.

VisitBritain CEO Patricia Yates said that she is delighted to be hosting international travel buyers and media to destinations across the West Midlands during the Games, showing that Britain is packed full of fresh and exciting experiences to come and enjoy right now and that our industry is ready to welcome back visitors and provide a first-class experience. Working with the international trade, building product knowledge and ensuring they are ready to sell Britain, is crucial to driving bookings and spending. We also want to broaden travel itineraries, encouraging visitors to stay longer, explore further and boost visits across the shoulder seasons, supporting local businesses and economies. They know there is pent-up demand for travel and major sporting events are a proven tourism draw. The Games, set to be watched by a global audience of hundreds of millions, will also show our hospitality and warm welcome to the world as well as Britain’s ability to host events of the highest calibre.

West Midlands Growth Company Chief Executive Neil Rami said that there is surely no better way to truly get to know a destination than by experiencing it in person. Working with our VisitBritain colleagues in the UK and across the Commonwealth, we have created several exciting and varied multi-day West Midlands itineraries for our international trade and media visitors, which show off the very best of the region’s cultural, culinary, accommodation and sporting highlights.

Photo: Birmingham2022

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