National tourism agency VisitBritain/VisitEngland is set to move its headquarters to Birmingham from April 2024.
The body – which raises Britain’s profile worldwide to
develop the country’s visitor economy – picked Birmingham thanks to its strong
international and UK transport links and availability of local talent.
VisitBritain/VisitEngland also cited its successful working
relationship with the Birmingham, Solihull and Black Country LVEP (Local
Visitor Economy Partnership). As part of the Business
and Tourism Programme (BATP), the region helped to deliver the UK’s most
popular Commonwealth Games in 2022.
The West Midlands Growth Company, the region’s investment
promotion and destination management agency, supported
VisitBritain/VisitEngland throughout the competitive national process. It will
continue to assist the tourism body during the coming months by securing the
right long-term office space, sourcing local talent and helping it to forge
ever-closer links with West Midlands partners and educational institutions.
Neil
Rami, chief executive of the West Midlands Growth Company, said: “The West Midlands Growth Company led
a decisive bid that showcased the West Midlands’ irrefutable strengths as a
growing and successful headquarter economy.
“VisitBritain/VisitEngland’s decision
to establish its new office in Birmingham is testament to the well-evidenced
talent pool, transport connectivity and business support infrastructure we have
in place to enable important and far-reaching organisations to thrive.
“The move also underscores the
significance of the West Midlands’ vital contribution to the visitor economy
and our ability to meaningfully shape policy in this space. We look forward to
our continued, productive partnership with VisitBritain/VisitEngland and making
its Birmingham headquarters a roaring success.”
VisitBritain/VisitEngland will follow in the footsteps of
other government departments and bodies, which have relocated to
the West Midlands in recent years. These include HM Revenue & Customs to
Birmingham; Homes England to Coventry; and the Department for Levelling Up,
Housing and Communities to Wolverhampton.
Andy
Street, Mayor of the West Midlands, said: “With record tourist numbers, world
class museums, excellent connectivity to the whole country and, of course,
following on from the spectacular 2022 Commonwealth Games, Birmingham is the
perfect place for VisitBritain.
“It is great to see yet another
leading organisation place confidence in us and choose to call the West
Midlands home.”
Patricia
Yates, CEO, VisitBritain/VisitEngland, said: “Following many months of careful
consideration, we are delighted to announce that VisitBritain/VisitEngland will
be opening a new hub office in Birmingham from April 2024. Birmingham has
excellent transport links for both our international and Britain based staff
and key stakeholders, a broad talent pool and good office space.
“Basing our hub office in Birmingham
also brings us closer to our regional stakeholders across England including the
West Midlands Growth Company, a Local Visitor Economy Partnership, with whom we
already have a strong working relationship.
“We have seen other government
departments and private sector companies successfully transition their
operations to the city. We are excited about the opportunities and perspectives
that having our headquarters in Birmingham will bring, as we continue our work
to drive the economic benefits from tourism across the nations and regions and
to support the industry.
“We are currently in negotiations on
office space in central Birmingham and will announce the site once confirmed.
We will keep an office presence in London to maintain our relationships with
key government and industry stakeholders.”
Located at the heart of England, Birmingham and the West
Midlands has strong connectivity and leisure assets, internationally
known brands and strength in business events. Home to Peaky
Blinders, Birmingham Royal Ballet and 11 Michelin-starred restaurants, the
region welcomed 141.2 million visitors in 2022, with visitor
spend rising to a record £14.1 billion.
Cllr
John Cotton, Leader of Birmingham City Council, said: “Today's fantastic news further
underlines Birmingham's growing stature as a world class tourist destination.
This is a warm, friendly city region with award-winning museums and galleries,
world class cultural institutions and festivals, major sporting events, family
friendly attractions, amazing parks and scenic waterways. We look forward to
welcoming VisitBritain/VisitEngland to Birmingham.”
To learn more about the opportunities available for businesses and investors in
the West Midlands, visit investwestmidlands.com.
