101 million reasons to visit Birmingham and the West Midlands as region celebrates tourism record year

A record 101.5 million people visited the West Midlands in 2024, with the region’s recreational offer – including concerts, tourist attractions and major sporting events – playing a significant role in the increase.

According to a new report from independent research body Global Tourism Solutions for the West Midlands Growth Company – which covers Birmingham, the Black Country, Coventry and Solihull, visitor numbers have passed the 100 million mark for the first time. Some 2.84 million more people (2.9%) chose to spend time in the region last year compared with 2023. The figure also represents an increase of six million people in comparison with 2022. During that year, the West Midlands wowed the world at the Birmingham 2022 Commonwealth Games.

Day-visitors dominance

The most common type of tourists to the region were day visitors – accounting for 89.8 million of the record total – with May and August proving to be the most popular months for visiting the West Midlands.

In what remains a very challenging economic time for tourism and hospitality businesses across the West Midlands and wider UK, the region’s visitor economy is now worth a record £14 billion (US$17.86 billion). This number is up £0.94 billion (7%) on the previous 12 months.

Analysis shows that recreational activities, such as watching music concerts and theater shows; visiting museums and tourist attractions; or participating in or being a spectator at a sporting event, have seen the biggest increase (10%) in tourist expenditure (a rise of £0.14 billion to £1.54 billion).

At £4.9 billion (US$6.25 billion), shopping remains the most valuable sector to the West Midlands. It comprises 46.6% of the total direct spend, followed by food and drink.

The number of full-time equivalent jobs supported by direct and indirect tourism activities now stands at an all-time high 114,475, an increase of 1,540 (1.4%) on 2023.

Commenting on this remarkable result, Katie Trout, Director of Destination, Marketing & Insight at the West Midlands Growth Company, said: “Great visitor experiences start in the West Midlands. No one should pretend that there don’t remain strong economic headwinds for our region’s tourism and hospitality venues, but it is testament to their hard work that even more people are choosing to spend their time in Birmingham, the Black Country, Coventry and Solihull.

“With the West Midlands attracting increasing levels of leisure tourists and visitor spend for activities such as concerts, cultural events and sporting fixtures, it shows the importance of creating a world-class, packed and varied calendar for everyone to enjoy.”

Sport events, a driver for tourism growth

2024 marked the 150th anniversary of Aston Villa Football Club, which welcomed thousands of international football fans to the region as it hosted Champions League matches for the first time in 40 years.

Birmingham icon and international favorite Cadbury celebrated 200 years since it first opened a shop in 1824 selling cocoa and drinking chocolate in the city’s Bull Street. Major events included Bryan Adams and Sean Paul concerts at the CBS Arena; a UK-first for Wolverhampton as it hosted the extreme sports FISE Xperience series; the Speedo Aquatics GB Diving Championships 2024 in Sandwell; and the ‘Olympics for sports organisers’, SportAccord at the ICC Birmingham.

For more information on what to see and do across the region, log on to Visit Birmingham & West Midlands. The website provides a comprehensive what’s on guide and gives ideas and inspiration on things to do; places to eat; and where to stay across the West Midlands Destination Development Partnership geography.