Peaky Blinders effect boosts West Mids visitor numbers
The success of the BBC series Peaky Blinders has helped boost tourism to the West Midlands.
The region has welcomed a record 131 million visitors in 2018.
Tourists contributed £12.6 billion to region’s economy, a rise of 6.7% on 2017. It’s estimated the Peaky Blinders effect has resulted in overseas visitors contributing £16.7 million to the region as a result of screen tourism since the series started in 2013.
The 2018 visitor figure is a 2.6% increase on the previous year.
More than 76,000 fans – from as far afield as New Zealand – applied for tickets to the BBC’s world premiere of the current series five, at Birmingham Town Hall.
International sporting fixtures and cultural festivals have also added to the region’s attraction.
In 2018, the region played host to the World Indoor Athletics Championships, Gymnastics World Cup and England v India Test Match.
Premier League football – the number one sporting draw for international tourists to the UK – returned to Wolverhampton Wanderers’ Molineux Stadium after a six-year absence.
West Midlands hoteliers report average occupancy rates at an all-time high of 74.8%.
Major regional cultural celebrations, which captivated the crowds, included the 20th anniversary of the Godiva Festival and the City of Wolverhampton Festival of Food & Drink. The launches of new attractions such as LEGOLAND Discovery Centre and the Bear Grylls Adventure also found favour with families.
Neil Rami, chief executive of West Midlands Growth Company said: "This is such an exciting time for the West Midlands. The region has made its mark, with record numbers flocking to enjoy our cultural, sporting, culinary and heritage offer.
"With an events calendar boasting the British Science Festival in September, the 2021 UK City of Culture in Coventry and the 2022 Commonwealth Games, the spotlight is on the West Midlands more than ever, and we are determined to capitalise on this."
The West Midlands switched on to screen tourism with the 2018 release of Steven Spielberg’s Ready Player One, filmed in Birmingham, and the global TV phenomenon Peaky Blinders, which is streamed to fans across the world on Netflix. The show is watched in 183 countries.
West Midlands Mayor Andy Street said: "The hit BBC show has helped to introduce the West Midlands to a new global audience, with the Peaky effect in full swing. Tours and events are selling out months in advance with tourists heading to the region to explore the places and stories associated with the show."
BBC Midlands director Joe Godwin said: "Peaky Blinders has had such a positive effect on the local economy, but the full cultural impact is immeasurable. The drama has shown the world what an incredibly cool and fascinating place our city is. The BBC takes pride in telling stories that celebrate our audience’s hometowns across Britain – and Steven Knight’s Peaky Blinders has been a game changer for Birmingham."
The region is also set to unveil a new tourism strategy later in the autumn.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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