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, when the West Midlands wowed the world at the Birmingham 2022 Commonwealth Games.
The region’s visitor economy is now worth a record £14 billion, up 7% on the previous 12 months. Analysis shows that recreational activities, such as watching music concerts and theatre 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. At £4.9 billion, shopping remains the most valuable sector to the West Midlands, comprising 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.
Richard Parker, Mayor of the West Midlands, said, “Wow! A record 101 million visitors can’t be wrong: the West Midlands really is the best place to visit. We’ve got bags of history, beautiful architecture, colourful stories, exciting attractions and top-class venues. Not forgetting the dedicated workers in the sector who are ready to go the extra mile to make every experience unforgettable. These figures matter because a booming visitor economy means more jobs and more money flowing into our economy, which is good news for my Growth Plan as well as our region’s status and reputation.
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.”
For more information on what to see and do across the region, go to Visit Birmingham & West Midlands, visitbirmingham.com.
