West Midlands to receive share of £1.35 million to boost visitor economy

• West Midlands and North East receive support to help them attract more visitors, investment and opportunities
• Part of government’s plans to bring 50 million international visitors a year to the UK

The visitor economy in the the West Midlands and the North East is set to benefit from a £1.35 million funding boost over the next year to help the regions attract even more tourists and investment to the UK.

The new funding, announced during English Tourism Week, will support the government’s ambition to welcome 50 million international visitors a year to the UK by 2030, as part of the Plan for Change.

Canalside, Birmingham

The British tourism industry is worth £58 billion to the economy and employs millions of people around the country. But for the sector to keep growing it is crucial that all its different elements - from transport and accommodation to culture and sport events - are working together as efficiently as possible.

That is why the government has been working to improve the management of destinations across England so they can attract more visitors who stay for longer, and bring in more investment and opportunities to their areas.

As part of this, two regional pilot programmes have been running in the North East and West Midlands called Destination Development Partnerships (DDPs). The programmes have been looking at how we make it easier for people to visit those regions and enjoy a range of things to do when they are there, including great places to eat, shop and stay.

The pilots have already shown how a cross-regional approach can support the growth of the visitor economy by attracting more investment in attractions, hotels and connectivity, creating jobs and by marketing regions outside of London as destinations in their own right.

The government is now providing an extra £1.35 million of support so the pilots can operate for another year before assessing whether to roll the scheme out more widely. The extension will provide an opportunity to keep testing how a regional approach to managing the visitor economy can help drive visitor numbers, increase spending and create jobs.

West Midlands Mayor Richard Parker said: "Tourism is big business in the West Midlands – with record visitor numbers driving growth and creating good jobs for local people.

"The government is backing my plan to keep investing in our cultural and creative industries and improving transport links so even more people come to enjoy the sights and hear the stories we have to tell.

"I’m securing the West Midlands’ reputation as a world-class destination and delivering real benefits for our communities."

Tourism Minister Sir Chris Bryant said: "I want our tourism industry - and all the brilliant people who work in it - to thrive and to continue to attract millions of visitors to the UK each year.

"To achieve this we have to make sure that regions across England have the support they need so they can better market their areas  to tourists and attract more investment and events.

"That’s why I’m delighted we are providing an extra £1.35 million over the next year so our Destination Development Partnerships can keep paving the way for an even brighter future for our visitor economy."

VisitEngland CEO Patricia Yates said: "This extension and further funding are testament to the success of the Destination Development Partnership (DDP) pilots in the West Midlands and the North East. It also demonstrates the central role that the DDP pilots, developed and supported by VisitEngland, have been playing in growing regional economies to deliver jobs and opportunities for local people, communities, and businesses.

"These destination partnerships are ensuring that the West Midlands and the North East continue to be compelling destinations for both domestic and international visitors, as well as great places to live and work, now and in the future."

The DDP programme is as much about providing high-quality destinations for Brits who want to holiday in the UK as it is about attracting more international visitors. 

In the West Midlands, the value of the region’s visitor economy has increased by 15% to £16.3 billion with more jobs than ever (143,988) supported by tourism since the DDP pilot, run by the West Midlands Growth Company (WMGC), was launched in 2023.

By September 2024, the pilot had generated £10 million through attracting business conferences and nearly £4 million from major sporting events for the region.