Birmingham’s visitor economy has reached an all-time high, with the city welcoming 41.8m visitors in 2017. Visitor spend has reached £7.1bn which represents an increase of over 9% in just one year, while average hotel occupancy standis at 75%, matching the previous record set in 2016. RevPAR (revenue per available room) was £51 in value, the highest figure ever recorded. These new statistics were released this week by the West Midlands Growth Company. In 2017, the survey noted, the city had welcomed the most tourists during September, a month that included major events such as the Natwest T20 Finals Day at Edgbaston Stadium and Birmingham’s largest outdoor festival, the Birmingham Weekender.
The number of full-time equivalent jobs supported by the visitor economy has also risen by 7.2% since 2016, from 70,635 to 75,748, the new figures revealed.
Against the backdrop of these fresh figures, tourism minister Michael Ellis commented during a visit to the city this week:
“Birmingham is one the UK’s leading destinations, with excellent attractions, nightlife and hospitality. Following the hugely successful Commonwealth Games handover and the arrival of Dippy the Diplodocus, this positive tourism trend looks set to continue well into the future.
“The wider Midlands region boasts a charming canal network surrounded by vibrant green spaces and unique heritage attractions. We are pleased to be helping to attract even more people to experience these picturesque waterways through our Discover England Fund”.
The top destinations visitors are travelling from, according to the new survey, include Ireland, Germany and the US.
Mark Payne, GM at Park Regis Birmingham, added that the record-breaking figures highlighted the growing potential of the UK’s second city.
“Birmingham is home to a thriving food and hospitality offering, with a globally renowned arts and culture scene, underpinned by the City of Birmingham Symphony Orchestra and The Birmingham Hippodrome. The recent handover for the 2022 Commonwealth Games has made it very real and clear that Birmingham is the city to watch.”
Payne added that his hotel had been going from strength to strength since opening. “We have recently broken ground on our new sky-high conferencing suite on Level 16 to accommodate the growing professional community in the city. Birmingham is fast becoming the first choice for delegates – and we can’t wait to welcome them,” said Payne.
