- West Midlands Mayor and Chief Executive of West Midlands Growth Company become members of new national tourism council
- Council to boost collaboration between government and tourism industry
- Tourism worth £74 billion to UK economy
Mayor of the West Midlands Richard Parker and Chief Executive of the West Midlands Growth Company Neil Rami have been invited to join a new national taskforce aimed at securing growth in the UK’s world-class tourism sector.
The new Visitor Economy Advisory Council aims to boost collaboration between government and the tourism industry. The group will inform the government’s forthcoming National Visitor Economy Strategy and its plans for the UK to welcome 50 million international visitors per year by 2030.
Parker and Rami will be members of the industry and government-led board, which also includes leading figures from British Airways, VisitBritain, the Royal Shakespeare Company and Merlin Entertainments. It is co-chaired by Tourism Minister Sir Chris Bryant and Karin Sheppard, IHG Hotel & Resorts’ Managing Director for Europe.
Richard Parker, Mayor of the West Midlands, said:
“The West Midlands is full of heritage, creativity, and world-class events – from sport to music – making it a must-visit destination for millions worldwide.
“International successes, like Peaky Blinders, are putting our rich history, stunning architecture, and iconic canals on the global stage while driving growth in our creative industries.
“I’m determined to build on this momentum, growing our tourism and visitor economy, inspiring creativity, and showcasing everything the West Midlands has to offer. By working nationally with industry leaders, we can attract even more visitors, create exciting new jobs and opportunities, and deliver lasting benefits for our communities here and beyond.”
The tourism industry is worth £74 billion to the economy and 4% of GVA. In the West Midlands, a record 145.4 million visitors spent time in the region in 2023, an increase of more than four million, contributing an unprecedented £16.3 billion to the local economy and supporting 143,988 tourism jobs.
Neil Rami, Chief Executive of the West Midlands Growth Company, added:
“As one of the country’s two Destination Development Partnership pilots, and the new home for VisitBritain/VisitEngland, the West Midlands’ tourism sector is an important cornerstone of our local economy.
“It has emerged from turbulent global headwinds at the start of the decade to post record visitor numbers and spend last year, helped by a packed business and major sporting events calendar.
“I look forward to joining this national forum to share the importance, in particular, of business tourism and highlighting its value beyond the visitor economy – positioning the West Midlands and UK as innovators in convening conferences and events on an international scale.”
The council met for the first time earlier this month (20th January), discussing the tourism sector’s performance across domestic, international and outbound markets and how it can support the government’s Growth Mission. The council will focus on ways to attract more people to the UK’s cities and regions outside London, and ensuring all tourists have the best possible experience when travelling.
Tourism Minister Sir Chris Bryant said:
“The UK is one of the most visited countries in the world and domestic and international tourism are a key part of our economy. I want to build on this success and enable even more visitors to experience our fantastic culture and landscape.
“That is why I want to increase cooperation between the government and the tourism sector so that we can make the UK the best destination that it can be. That means building investment, improving visitors’ experience and enabling the sector to grow. By working together, we can create jobs and drive economic growth as part of our Plan for Change, while also providing fantastic holidays that showcase the best that our country has to offer.”
