The West Midlands had a banner year for tourist visits in 2023
More people visited than ever before, with 145.4 million spending time in the region for leisure. food, retail, and business.
The record-breaking figure represents an increase of more than four million people (3%) compared to 2022, the year it hosted the Commonwealth Games.
The visitor economy in the West Midlands is now worth £16.3 billion, up £2.2 billion.
The number of jobs supported by tourism in 2023 reached 143,988, the highest figure recorded.
The data was compiled by independent tourism research body Global Tourism Solutions and the West Midlands Growth Company.
Richard Parker, Mayor of the West Midlands and WMCA Chair, said: “The West Midlands is a welcoming destination, so it is heartening that increasing numbers of visitors are choosing to discover and enjoy it.
“Tourism is one of the West Midlands’ success stories – and I am committed to ensuring this upward trend continues.
The West Midlands’ food and drink, and recreation sub-sectors experienced the fastest growth in 2023.
Major events taking place last year included Birmingham Festival 23, sold-out concerts by Harry Styles and Arctic Monkeys and the The Ashes.
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 and activities.
This is an initiative by the West Midlands Growth Company and cloud-based tourism platform Open Pass.
It offers access for one, two or three days, with transport included.
“The new West Midlands visitor pass will positively change the way that people enjoy our region’s great venue,” said Neil Rami, CEO at the West Midlands Growth Company.
