WEST MIDLANDS TOURISM ECONOMY ENJOYS POST COVID BOOST

The West Midlands welcomed 141.2 million visitors in 2022, smashing the previous record set before the covid-19 pandemic, according to newly released data.

The figures represent a 38% increase on tourist numbers in 2021 and a 5% rise compared to 2019 data which was the last research to be carried out before the tourist industry was severely impacted by the global pandemic.

The findings were revealed by economic development agency West Midlands Growth Company and independent tourism research body Global Tourism Solutions.

Its research said spending by visitors to the West Midlands in 2022 rose to £14.1 billion, up by £4 billion from 2021 and £1 billion more than pre-Covid figures in 2019.

Tourists spent most on retail (41%), food and drink (21%) and recreation (15%) when visiting the region. Birmingham alone attracted a record 45.5 million visitors in 2022, a six per cent increase compared to 2019. The city’s visitor economy is worth £7.9 billion, the growth company said.

Neil Rami, chief executive of the West Midlands Growth Company, said: “The West Midlands was the place to be in 2022, reflected by record visitor numbers to our region’s tourism and hospitality settings, accommodation venues and public spaces.

The past 12 months have reinforced the value of attracting and hosting major international sporting events and festivals. Not only do they significantly boost the West Midlands’ visitor economy but they also leave a positive, lasting impression with tourists.”

He added: “Our three-year global Business and Tourism Programme capitalised on the halo effect of the Birmingham 2022 Commonwealth Games, targeting UK, Australian, Canadian and Indian visitors

Evidence has shown that our activity has positively changed how the region is perceived domestically and overseas.”

A total of 1.5 million tickets were sold for last summer’s Commonwealth Games, making it the most popular ever hosted in the UK. Figures suggest more than five million people came to Birmingham city centre during the duration of the sporting spectacle which represented a 200% increase on the same period 12 months earlier.

Hotel occupancy in Birmingham averaged 90% during the 12-day Commonwealth Games period, with a 95% peak on Saturday 6 August. West Midland hotels received an additional £19.4 million in room revenue compared to the same period in 2019.

Other major events held in the West Midlands last year included the Birmingham 2022 Festival, British Art Show in Wolverhampton and Coventry UK City of Culture.

West Midlands Mayor Andy Street added: “After what no-one could dispute has been a challenging time for the world’s tourism industry, its great news to see that our region has defied national predictions to bounce back more rapidly than expected.

The relative strength and resilience of our tourism sector is why I remain hopeful that we can get more local people into tourism related jobs in the months and years ahead.”