From barges to Black Sabbath, from Tolkien to Shakespeare, there’s more to the West Midlands than meets the eye. Becky Frall, Head of Tourism at the West Midlands Growth Company, talks through five reasons why anyone not familiar with the West Midlands’ tourism scene should take a closer look.
1. Our visitor economy is bigger than ever
A record 145.4 million people visited the West Midlands in 2023 – four million more than the year before. Excitingly, that’s not a one-off: the region smashed the previous record in 2022 as it hosted the Commonwealth Games. Visitor spend last year also increased to £16.3 billion across our hotels, shops, bars, restaurants and attractions – a 15% increase year-on-year. In short, the signs are good that the West Midlands’ visitor economy is getting stronger and stronger.
2. The UK’s heart of sport
Research has found that sport is responsible for one in seven visits to the West Midlands. It’s no surprise, when you consider that over recent years, the region has played host to some of the world’s biggest sporting spectacles in Commonwealth Games, the Rugby World Cup and The Ashes. Our success as a home for top-class sport has led to a busy calendar of cups and competitions of all sizes, including the European Athletics Championships in 2026, and the Invictus Games in 2027.
It’s not just mainstream sports either. Given the West Midlands young and diverse population, the region is targeting new and innovative events that offer something for everybody. Solihull has become a hub for e-sports, while Wolverhampton has already hosted Urban Sports FISE Xperience this year and will welcome the Kabaddi World Cup in 2025.
To top things off, earlier this year, Birmingham welcomed more than 1,500 global sports leaders and decision-makers for the 2024 SportAccord World Summit. With previous hosts going on to secure the Olympics, who knows what lies ahead for the West Midlands?
3. Bouncing business events sector
The business events sector has long been a feather in the West Midlands’ cap. Each year, over 250,000 conferences and 320 exhibitions come to the region, thanks to unparalleled connectivity, an outstanding variety of venues, and the expertise of those who work in the industry.
Last year, the towns and cities of the West Midlands welcomed over 8 million conference guests to venues such as the ICC in Birmingham and the NEC in Solihull – adding £1.9 billion to the regional economy.
New venues are adding to the region’s already strong offering all the time. The Masters Suite is a new £80m events space from The Belfry’s Hotel and Resort, while Wolverhampton’s flagship music venue, The Halls, has welcomed more than 200,000 guests to over 130 events since it reopened in 2023.
4. Flourishing F&B scene
Surely everyone knows by now that Birmingham is the birthplace of the balti, yet the West Midlands’ food scene has got even more going for it than just that. The region counts eight Michelin-starred restaurants in total, five of which are in Birmingham – more than any UK city outside the capital. This includes the region’s first two-Michelin starred restaurant, Opheem.
Hospitality operators continue to show huge boosts of confidence in the West Midlands’ night-time economy, too. Already in 2024, Pasture has opened its largest restaurant yet in Birmingham’s business district, while Big Mama Group will launch its first UK restaurant outside London later this year. Meanwhile, the region’s gaming sector also continues to grow, sustained by one of the youngest populations in Europe. Birmingham was the choice for both F1 arcade and Toca Social’s second venues, while Lane 7 opened its largest-ever venue in the city late last year.
5. Rich heritage, contemporary culture
Home to Peaky Blinders, Warwick Castle and Birmingham Royal Ballet, the West Midlands has a rich heritage and contemporary culture which continues to drive record levels of international and domestic tourism.
Culture is responsible for one in five visits, with the region boasting over 2,000 cultural spaces – including the world's largest collection of Pre-Raphaelite art. Meanwhile, half of all trips to Birmingham are motivated by visits to its attractions, which range from Cadbury World to the National Sea Life Centre. Set to launch later this year, a new regional visitor pass will offer admission to multiple attractions, museums, galleries and gardens – helping visitors to stay longer and see more.
The West Midlands’ tourism sector is booming. Yet our research suggests that, despite counting 199 full-service hotels (or about 21,000 rooms in total), some key segments of the region’s hotel market remain underserved. As the cameras begin to roll on a Peaky Blinders movie, this presents a serious opportunity for hotel developers and investors to grab a slice of the action at a seriously exciting time for Birmingham and the West Midlands.
To find out more or talk to our team, visit the West Midlands at AHC 2024.