Thursday, July 18, 2024
reading time: 3 minutes
In 2023, the West Midlands saw its highest ever visitor numbers, with 145.4 million people visiting the region’s cultural, culinary, retail, hospitality, sporting and business events. This record attendance represents a 3% increase, with more than four million more visitors than in 2022, the year of the Commonwealth Games. As a result, the West Midlands’ visitor economy grew to £16.3 billion, up £2.2 billion (15%) on the previous year.
Tourism-supported employment also peaked in 2023, with 143,988 jobs, the highest number since the start of COVID-19 restrictions in 2020.
This data has been collected by Global Tourism Solutions and the West Midlands Growth Company, which acts as the regional lead for the West Midlands Destination Development Partnership (DDP).
Richard Parker, Mayor of West Midlands and Chairman of the WMCA, said:
“The West Midlands is a wonderful and welcoming destination, so it is encouraging that increasing numbers of visitors are choosing to discover and enjoy all the region’s unique features.
“Tourism is one of the West Midlands’ success stories – and I am committed to ensuring this trend continues and that more people put this region on their travel plans. Whether it’s our heritage, our cultural offering or our sporting offering, we have so many great stories to tell.
“Tourism provides growth and comprehensive development for those who succeed, so I am particularly pleased to see employment related to the sector at its highest levels since this research was first conducted.”
In 2023, the West Midlands saw significant growth in its food and drink and leisure sub-sectors, surpassing pre-Covid levels in the visitor economy.
Over the past year, the area has hosted a number of major events that have attracted large numbers of visitors. Highlights include the Birmingham 23 Festival, a free event showcasing local cultural talent. Music fans enjoyed sold-out performances by Harry Styles and Arctic Monkeys at the Coventry Building Society Arena. Sports fans were drawn to events such as the British Squash Open, the Ashes and the World Trampoline Championships. In addition, the Black Country Living Museum unveiled a new high street dating back to the 1940s and 1960s, while Sandwell Aquatic Centre and the University of Wolverhampton at The Halls were open to the public for the first time.
The West Midlands is set to launch its inaugural Visitor Pass this summer. Developed by West Midlands Growth in partnership with Open Pass, the mobile-friendly digital ticket will give visitors access to a range of attractions, museums, activities and parks across the region. Available in one-, two- and three-day options, the pass will also include transport, enhancing the visitor experience. The initiative is supported by all local authorities in the region as part of the region’s Destination Development Partnership (DDP).
Neil Ramey, CEO of West Midlands Growth, said:
“The new West Midlands Visit Card will positively change the way people enjoy our region’s wonderful places, attractions and hidden gems.
“Building on another record year for tourism in the West Midlands and in response to high demand from visitors and our partners to offer it, this card will make it more affordable and convenient for the growing number of people choosing to spend their leisure time in this region.
“We hope our new card will encourage visitors to stay longer and explore more of our award-winning attractions and hospitality venues, which may not have been on their original itineraries.”
