Regional leaders, including Mayor Richard Parker and Katie Trout, stress that the booming visitor economy boosts jobs and economic development, driven by the area's rich history, attractions, and investments in infrastructure.

A report commissioned by the West Midlands Growth Company emphasizes the importance of a diverse calendar of cultural, sporting, and entertainment events in attracting tourists and sustaining growth, with local leaders highlighting ongoing efforts to enhance infrastructure and attract international events.

The region's rich history, architecture, and top-tier venues continue to attract visitors, with May and August being the most popular months for tourism.

The West Midlands region's visitor economy reached a record value of £14 billion in 2024, marking a 7% increase from the previous year despite economic challenges, and supported a record 114,475 jobs.

Major events such as Aston Villa's 150th anniversary, Champions League matches, and concerts by artists like Bryan Adams and Sean Paul significantly contributed to the growth in visitors and international interest.

The report highlights the need for a vibrant and diverse event calendar to attract tourists despite economic headwinds, supported by efforts to improve public transport and amenities.

In 2024, the region saw over 101.5 million visitors, the first time surpassing 100 million, with most being day-trippers, and a notable 6 million increase since 2022, partly driven by the Birmingham 2022 Commonwealth Games.

Shopping remains the largest sector of tourist expenditure, accounting for 46.6% or £4.9 billion, followed by food and drink.

The increase in leisure tourists and expenditure reflects the hard work of local tourism and hospitality sectors and the area's appeal as a vibrant destination.

International recognition was strengthened when SportAccord praised Birmingham and the West Midlands for hosting a successful global sports event, enhancing the region's reputation as a sports hub.

Tourist spending in 2024 reached a record £14 billion, with recreational activities like concerts, museums, and sporting events contributing a 10% increase in expenditure, totaling £1.54 billion.