West Midlands Growth Company has revealed that more people visited the area in 2023 than ever before, with 145.4 million spending time in the region to enjoy its culture, food, retail, hospitality, sporting, and business events offer.
The record-breaking figure represents an increase of more than four million people (3%) compared to data from 2022, when the region hosted the Commonwealth Games. The visitor economy in the West Midlands is now worth £16.3 billion, up £2.2 billion (15%). The number of jobs supported by tourism in 2023 reached 143,988, the highest figure recorded and the most since Covid-19 restrictions were introduced in 2020. The data was compiled by independent tourism research body, Global Tourism Solutions and the West Midlands Growth Company, the region’s lead 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.”
The West Midlands’ food and drink, and recreation sub-sectors experienced the fastest growth in 2023, compared with pre-Covid visitor economy figures. Major events taking place last year, which saw visitors flock to the West Midlands, included Birmingham Festival 23, a free-to-access celebration of the region’s cultural talent. Harry Styles and Arctic Monkeys performed to sold-out crowds at the Coventry Building Society Arena, and the British Open Squash, The Ashes and World Trampoline Championships drew national and international sports fans to the region. The Black Country Living Museum launched its new 1940s-60s high street, and the Sandwell Aquatics Centre and University of Wolverhampton at The Halls opened their doors to the public for the first time.
This summer, the West Midlands launches its first visitor pass – a new digital, mobile-friendly ticket that will offer tourists admission to multiple major attractions, museums, activities and gardens across the region. Led by the West Midlands Growth Company and cloud-based tourism platform Open Pass, it will be available for visitors to use for one, two or three days, with transportation included.
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.”
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