Discover The Heart of England


UKinbound is delighted to invite you to Discover The Heart of England, the next event in our series of Discover Workshops, taking place from Sunday 19 May – Tuesday 21 May in association with The West Midlands Growth Company (VisitBirmingham)

The West Midlands Growth Company helps the region make its mark nationally and internationally.  With the region attracting nearly 90 million day visits last year, the company is committed to promoting the area as a leading place to visit in partnership with VisitBritain and hundreds of regional attractions, transport hubs, events venues and accommodation partners.

During the event, UKinbound will run a half-day workshop offering pre-scheduled B2B meetings providing the opportunity to develop business relationships with local suppliers. There will also be an opportunity to participate in fam trips showcasing Birmingham and the surrounding areas of The West Midlands.

The provisional itinerary is as follows*:

Sunday 19 May
12:00 Arrival into Birmingham

12:45 Welcome Lunch followed by guided tour of Birmingham Museum & Art Gallery

13:15 Transfer to Stratford-upon-Avon for Shakespeare Gin – Distillery & Gin tasting cruise

16:45 Transfer back to Park Regis Birmingham for hotel show round

18:00 Check in at Park Regis Birmingham

19:30 Informal group dinner


Monday 20 May

Morning – Fam Trip Content

09:00 Depart hotel for Birmingham Cultural City Fam Content

12:00 Return to hotel for Free time before B2B Workshop.

Afternoon – Lunch followed by B2B workshop at Park Regis Birmingham
12:30  Lunch

13:30  Welcome presentations

14:00  1:1 meetings

15:30  Refreshment break

16:00  Recommence 1:1 meetings

17:30  End of B2B Workshop and Free Time

19:30 Informal group dinner

Tuesday 21 May

09:30: Choice of fam trip content to include either:

  • Ironbridge Walking Tour:a World Heritage Site that is home to the famous Iron Bridge erected by Abraham Darby in 1779, Ironbridge is situated on the River Severn in a quiet, deeply wooded gorge – a very different to the atmosphere 200 years ago when it became the birthplace of the Industrial Revolution. On this fam trip, we will explore the area and some of the museums in the gorge for a taste of what this destination has to offer.
  • Leicester Cycling Tour: Take in the sights of beautiful Leicestershire on a relaxing e-bike ride tour. Criss-crossed with quiet lanes, you will journey through some beautifully authentic English landscapes which are perfect for gentle cycling. Within a short distance, you will pass through a mix of gentle rolling countryside, traditional villages, ancient and new areas of woodland, peaceful waterways and market towns bustling with Englishness.

14:30 – Transfer to Birmingham to depart for London.

*Please note that content, timings and format may be subject to change.


Tour Operator delegates are invited to attend Discover the Heart of England FREE OF CHARGE. Attendees will be provided with two night’s accommodation together and return train travel to and from London.
There are only 25 places at this event, so secure your place now! Places will be allocated on a first-come, first served basis. Please note that places are restricted to one representative per member company.
We very much hope you or a member of your team will be able to join us in Birmingham. Should you require further information on this event at this stage please feel free to contact the events team on 0207 395 7500 or at [email protected].

Book your place now!


Following member feedback, we are currently trialling an online booking form. Simply click the link below and submit your details in the online form.  Once you have submitted your completed booking form, the Events Team will aim to send out a confirmation within three working days.

If you have any issues or would like to share any feedback on the form, please contact the UKinbound Events Team.