Birmingham has seen tourism to the city rise significantly, with visitor numbers reaching 34 million in the past year – boosting its economy by more than £5 billion.
According to data released by the Regional Observatory, Global Tourism Solutions and the research arm of Marketing Birmingham, tourists are choosing to spend increasing amounts in Birmingham. Known as the STEAM report, the study shows that visitor spending in Birmingham’s shops, hotels, pubs and other attractions reached £5.34 billion, marking a £60 million increase on 2012’s total spend of £5.28 billion.
Deputy leader of Birmingham City Council, Councillor Ian Ward, expressed his delight at the result, claiming the increasing visitor numbers are contributing hugely to the city’s local economy.
He says; “The impact of Birmingham’s many wonderful attractions continues to bring wealth and growth to the region.
“These record visitor figures have seen more jobs created in a sector that continues to drive both local and national economic growth.
“More people than ever are choosing to spend their leisure time here – our continued investment in transport links, infrastructure and marketing have all contributed to this growing success.”
The STEAM report also revealed that, since 2006, a 12 per cent increase in visitor numbers has added 20 per cent to the value of the city’s visitor economy, making Birmingham one of the most tourist-friendly cities in the country. This boom has, in the past year, created an additional 2,100 jobs within the city and the surrounding area in the past year, with 63,675 workers now thought to be employed within Birmingham’s tourism industry.
Although many of the visitors to Birmingham come from overseas, it is doubtless that VisitEngland’s three year project “Growing Tourism Locally” has also contributed to the city’s success. The project aims to encourage Britons to take “staycations” and spend within the UK, and has to date generated a total tourism spend of £416 million whilst creating 7,744 tourism jobs nationwide.
Marketing Birmingham chairman and chief executive of Birmingham Airport, Paul Kehoe, believes that Birmingham’s tourist market will prove invaluable for local businesses.
He says; “This growth in visitor numbers is great news for everyone connected with the city and is a clear sign that Birmingham has now become a world class tourist destination.
“This is evidence that the partnerships we have put in place to promote the city, both in the UK and overseas, are really paying off.
“As a gateway to the region, Birmingham Airport has a vital role to play in ensuring this trend continues – the recent introduction to new routes to European destinations, the planned expansion of existing routes to Delhi and Amritsar and becoming the first UK airport outside of London to welcome a series of direct charter flights from Beijing, are all key departure points for inbound tourists, which is more great news for the city.”
Do you think small retailers and businesses are able to capitalise on the benefits of the tourism boom?
