Thursday, July 18, 2024 In 2023, the West Midlands saw its highest number of visitors ever, with 145.4 million people exploring the region’s cultural, culinary, retail, hospitality, sporting, and business events. This record-setting attendance marks a 3% increase, with over four million more visitors than in 2022, the year the Commonwealth Games were held.
As a result, the visitor economy in the West Midlands has grown to £16.3 billion, a £2.2 billion increase (15%) from the previous year.
Tourism-supported employment also reached a peak in 2023, with 143,988 jobs, the most since the onset of Covid-19 restrictions in 2020. This data was gathered by Global Tourism Solutions and the West Midlands Growth Company, acting as the regional leader for the West Midlands Destination Development Partnership (DDP). Richard Parker, Mayor of the West Midlands and WMCA Chair, said: “The West Midlands is a fantastic, welcoming destination, so it is heartening that increasing numbers of visitors are choosing to discover and enjoy all of the region’s outstanding attributes.
“Tourism is one of the West Midlands’ success stories – and I am committed to ensuring this upward trend continues and that more people put this region on their travel plans. Whether it’s our heritage, cultural or sporting offer, we have so many fascinating tales to tell. “Tourism offers inclusive growth and development for those who succeed, so I am particularly pleased to see employment linked to this sector hit its highest levels since this research was first carried out.
” In 2023, the West Midlands witnessed notable growth in its food, drink, and recreation sub-sectors, outpacing pre-Covid levels within the visitor economy. Last year, the region hosted several major events that attracted large numbers of visitors. Highlights included the Birmingham Festival 23, 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 enthusiasts were drawn to events like the British Open Squash, The Ashes, and the World Trampoline Championships. Additionally, the Black Country Living Museum unveiled a new 1940s-60s high street, and both the Sandwell Aquatics Centre and the University of Wolverhampton at The Halls opened to the public for the first time.
This summer, the West Midlands is set to launch its inaugural visitor pass. This digital, mobile-friendly ticket, developed by the West Midlands Growth Company in collaboration with Open Pass, will allow tourists access to multiple attractions, museums, activities, and gardens across the region. Available in one, two, or three-day options, the pass will also include transportation, enhancing the visitor experience.
This initiative is supported by all of the region’s Local Authorities as part of the region’s Destination Development Partnership (DDP). 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.”.
