Record number of tourists in the West Midlands last year

Last year more people visited the West Midlands than ever before, according to a tourism organisation.

Sports and business events, as well as the culture, retail and hospitality sectors generated 145.4 million visits.

West Midlands Growth Company (WMGC) said it was an increase of more than four million from 2022.

The estimated economic impact of the tourism sector – taking into account higher spending by visitors – also rose by 15% to a record £16.3 billion.

Events such as The Ashes, the Trampoline World Championships, Birmingham Festival 23 and Harry Styles and the Arctic Monkeys at the Coventry Building Society Arena helped build the total, WMGC said.

The Black Country Living Museum launched its 1940s-1960s high street and the University of Wolverhampton’s The Halls opened its doors to the public a year after the Commonwealth Games were held in the region.

The Midlands Arts Center in Birmingham’s Cannon Hill Park said it had a 6% increase in footfall last year compared to 2022.

Chief executive and artistic director Debbie Kermode said in 2023 prices were frozen for family activities and independent cinema.

She said: “We thought about the cost of living for our audience and listened to them.

“We focus more on wellness activities, everything from workshops to watching concerts and concerts (than other venues).

“People come to the site to do things physically.”

The number of jobs supported by tourism last year reached nearly 144,000, the highest figure on record, WMGC said.

Later in the summer, the organization will be involved in launching a mobile-friendly ticket for members of the public to pay for attractions and transport over a period of one to three days.