An upcoming weekend of cultural and sporting events is set to boost the West Midlands’ visitor economy by up to £20 million, according to new research by the West Midlands Growth Company.
As many as 300,000 culture, sport and food fans are expected in the West Midlands at the start of the month. Fans will visit the region to enjoy high-profile, sold-out music dates such as Black Sabbath’s Back to the Beginning festival (5 July, Villa Park, Birmingham), dubbed ‘the greatest heavy metal show ever’ as Ozzy Osbourne performs for the final time; and Jeff Lynne’s ELO: The Over and Out tour (5-6 July, Utilita Arena, Birmingham).
Other major events include the eagerly anticipated Men’s Second Test between England and India (2-6 July, Edgbaston Stadium, Birmingham); the Godiva Festival (4-6 July, War Memorial Park, Coventry); and the Colmore Food Festival (4-5 July, Victoria Square, Birmingham).
Hotel occupancy in Birmingham city centre is anticipated to surge close to 90%, significantly higher when compared with the first Saturday in July 2024 (52%), as visitors travel from across UK and abroad to enjoy the West Midlands’ events calendar. Figures from STR also suggest that Birmingham hoteliers will enjoy increased occupancy levels for the first three weeks in July, in contrast to 12 months earlier.
The region’s busy month of events continues with Stevie Wonder’s Love, Light & Song concert (7 July); the Birmingham Cocktail Weekend (10-13 July); England Women’s IT20 cricket fixture against India (12 July); Mostly Jazz Funk & Soul Festival (11-13 July); Birmingham Jazz & Blues Festival (18-27 July); and Sandwell Mela (19-20 July).
Cllr John Cotton, Leader of Birmingham City Council, said, “The eyes of the world will be on Birmingham for an extraordinary, unrivalled few days of music, sport and foodie events, delivering real-time economic benefits to our local businesses and communities. There is always such a special atmosphere in the city on major event days. We look forward to bringing people together and providing the backdrop for a vibrant celebration of Birmingham’s culture and heritage, creating more special experiences and memories for our visitors.”
Jen Mitchell, Managing Director of Utilita Arena Birmingham and bp pulse LIVE, said, “Welcoming thousands of fans to the city is what we do best – but hosting Brummie legends ELO makes this weekend particularly special. With major moments also happening across the city, from Black Sabbath at Villa Park to the Test Match at Edgbaston, it’s a real showcase of Birmingham’s strength as a large-scale live events destination. We’re thrilled to bring Colmore Food Festival back to the heart of Birmingham in Victoria Square this July Super Weekend! With over 30 incredible local food and drink venues, capped menu prices, and a buzzing, family-friendly atmosphere, it’s the perfect way to soak up the city’s buzzing atmosphere across the July Super Weekend.”
The West Midlands’ ‘Summer Starts Here’ campaign will use July’s cultural events to transform perceptions of the region on the global stage, showcasing its pioneering, creative and dynamic spirit. The West Midlands lays claim to the invention of heavy metal music, more Michelin-starred restaurants than any other English regional city and several iconic international sporting venues, including Molineux, The Belfry and the Sandwell Aquatics Centre. ‘Summer Starts Here’ will promote these events, hospitality and experiences through a Birmingham-wide, out-of-home advertising campaign and across Visit Birmingham’s social media channels.
For more information about Birmingham and the West Midlands’ tourism offer, what’s on and the ‘Summer Starts Here’ campaign, go to visitbirmingham.com.
