14. EUBN Q4 2023 Best Regional Tourism Business Development Organisation 2023 - UK Located in the heart of England and laying claim to the UK’s second largest city, Birmingham, the West Midlands region provides unparalleled connectivity, leisure assets, internationally recognisable brands, and particular strengths in the area of business tourism. Home of the Peaky Blinders, Warwick Castle, 11 Michelin restaurants, and the world’s largest single collection of Pre-Raphaelite art, the region is awash with a storied heritage and a keen sense of contemporary culture which make it an area of interest in both the domestic and international travel spheres. The West Midlands Growth Company possesses a range of values that are key in driving the business’ success. These are trust, respect, leadership, and wellbeing. Through remaining grounded in these values, the company ensures the highest level of service is afforded to its team, partners, and stakeholders. On the back of these values, the organisation has recently delivered the Business and Tourism Programme (BATP), the first legacy programme to be aligned to the Commonwealth Games, which Birmingham hosted in 2022. At the one-year anniversary of these Games, it was announced that this programme had successfully delivered record levels of tourism and investment in the West Midlands, inclusive of 2,600 jobs and more than 141 million visitors. In total, the Commonwealth Games contributed more than £430 million to the local economy, and has assisted in securing major future sporting events, such as the 2023 FIM World Supercross Championships and the 2026 European Athletics Championships. The region welcomes more international business visitors than any other UK area and its conferencing and events sector is bouncing back quicker than the UK average, with 8.3 million delegate visits in 2022, contributing £1.9 billion to the regional economy. In addition to this host of sporting events and facilities, Birmingham and the West Midlands comprises an array of attractions that are fun for all the family, or tourists looking to gain new experiences. The region’s waterways are some of the most famous in the UK, the Black Country Living Museum provides a slice of regional history and also boasts some of the key locations where Peaky Blinders was shot, and Cadbury World houses the UK’s favourite chocolate brand, complete with a factory tour, rollercoaster, and extensive gift shop. The unique Bear Grylls Adventure in Solihull brings together 11 epic experiences from the iFly wind tunnel to the Shark Dive, The Halls in Wolverhampton has relaunched following a multi-million-pound refurbishment to welcome the country’s best entertainment acts, and Coventry’s Herbert Art Gallery & Museum is currently home to ‘Dippy’, the nation’s favourite dinosaur. To ensure things remain on track, the WMGC facilitates the West Midlands Tourism & Hospitality Advisory Board, which drives the region’s visitor economy. At quarterly meetings, all areas of the tourism industry are brought together, and the board uses its influence to give advice on policies and funding at a national level and drives the objectives of the region’s tourism strategy incredibly effectively. The rest of the year is set to be busy for the West Midlands area. Birmingham’s Frankfurt Christmas Market is returning for another year, in town until Christmas Eve, and is the largest authentic German Christmas market outside of Germany and Austria, offering beer, food, and gifts. Looking ahead to 2024, there are some major highlights on the horizon that reinforce the West Midlands’ status as a hub of heritage and activity, with the 200th anniversary of Cadbury’s first shop, 150th anniversary of Walsall Arboretum, and England v West Indies at Edgbaston Stadium. Furthermore, the West Midlands Tourism Awards will return in 2024, with nearly 100 top tourism businesses competing across 14 categories. The awards are driven by the WMGC, and now in their fourth year, they form part of the company’s overarching plan to celebrate excellence, boost tourism, and strengthen the visitor economy. For those looking for an unparalleled tourist experience in the heart of England, look no further than Birmingham or the surrounding areas. With the West Midlands Growth Company’s website and event calendars offering the best the region has to offer, inclusive of restaurants, hotels, and days out to cater to any need, there has been no better time to revel in all that the region has to offer. Contact: Becky Frall Company: West Midlands Growth Company Web Address: https://visitbirmingham.com/ Email Address: [email protected] Jul23171 The West Midlands Growth Company (WMGC) serves to drive the sustainable growth of both inbound and domestic tourism across the West Midlands region, through a combination of developing and promoting an internationally competitive brand and visitor proposition for the area. Underpinned by a sustainable approach to policy and practice, the customer-centric strategy adopted by the business in its destination campaigns maximises the value of the West Midlands’ towns and cities, generating revenue and quality opportunities in equal measure. We speak with head of tourism Becky Frall to find out more about how the company drives footfall to these areas from national and international markets, attracting, supporting, and leveraging the opportunities brought about through businesses and major events.
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