More people visited the West Midlands in
2023 than ever before, with 145.4 million spending time in the region to enjoy
its culture, food, retail, hospitality, sporting and business events offer.
The record-breaking figure represents an
increase of more than four million people (3 per cent) compared to data from 2022, when
the region hosted the Commonwealth Games. The visitor economy in the West
Midlands is now worth £16.3 billion, up £2.2 billion (15 per cent).
The number of jobs supported by tourism
in 2023 reached 143,988, the highest figure recorded and most since Covid-19
restrictions were introduced in 2020.
The data was compiled by independent
tourism research body Global Tourism Solutions and the West Midlands Growth
Company, the region’s lead for the West Midlands Destination Development
Partnership (DDP).
The West Midlands welcomed business events
including the International Technology Enabled Care Conference 2023 (March
2023, The ICC); RCN Education Forum National Conference and Exhibition (April
2023, BCEC); CIKM 2023 (The Conference on Information and Knowledge Management
(October 2023, Eastside Rooms); and ISBE (Institute for Small Business and
Entrepreneurship) (November 2023, Aston University).
Samantha Brown, head of Conference Aston, said: "Birmingham
and the wider region continue to be a top destination for the meetings
industry, and that has been reflected in our performance. Despite the
challenging economic backdrop, we have had a strong year with overall occupancy
growing by 2.7 per cent year on year. Hotel bookings were boosted by major sporting and
music events at the region’s leading venues, building on our growing reputation
following the Commonwealth Games.
"Looking
ahead, there is a clear need for an array of venues to meet the needs of the
changing conferencing market. Residential programmes and UK domestic
conferences continue to grow, maintaining a preference for central locations,
with some smaller meetings in lesser demand as the needs of business and
travellers change. This is an area we at Conference Aston are specialists in,
with accommodation, event spaces and excellent restaurant facilities in one
city centre, campus location."
Major events taking place last year, which saw visitors flock to the West Midlands, included Birmingham Festival 23, a free-to-access celebration of the region’s cultural talent. Harry Styles and Arctic Monkeys wowed sold-out Coventry Building Society Arena crowds, and the British Open Squash, The Ashes and World Trampoline Championships drew national and international sports fans to the region. The Black Country Living Museum launched its new 1940s-60s high street, and the Sandwell Aquatics Centre and University of Wolverhampton at The Halls opened their doors to the public for the first time.
This summer, the West Midlands launches
its first visitor pass – a new digital, mobile-friendly ticket that will offer
tourists admission to multiple major attractions, museums, activities and gardens
across the region. Led by the West Midlands Growth Company – the region’s DDP,
which includes all of the region’s Local Authorities – and cloud-based tourism
platform Open Pass, it will be available for visitors to use for one, two or
three days, with transportation included.
Neil Rami, chief executive at the West Midlands Growth Company, said: “The new West
Midlands visitor pass will positively change the way that people enjoy our
region’s great venues, landmarks and hidden gems.
“Building on another
record-breaking year for tourism in the West Midlands and responding to a high
demand from both visitors and our partners to introduce it, this pass will make
it more affordable and convenient for the growing number of people who are
choosing to spend their leisure time in this region.
“We hope our new
pass will encourage visitors to stay longer and explore even more of our
award-winning attractions and hospitality settings, which might not have been
on their original itineraries.”
