Record 39 million people visit Birmingham
Record numbers of people flocked to Birmingham last year as tourist numbers rose to 39 million and the amount of money they brought in to the local economy hit an all-time high of £6.5 billion.
It is estimated that tourism and the so-called 'visitor economy' now supports 70,365 full-time jobs in and around the city.
The figures have been released by Marketing Birmingham’s research arm the Regional Observatory and tourism research body Global Tourism Solutions (GTS).
The visitor numbers are up 2.5 per cent on 2015 – a landmark year that saw more than £1 billion invested in Birmingham city centre. The region has pulled in increasing numbers of tourists from key target markets including India, the US and the Netherlands.
But the big spenders were visitors from China, calculated to have generated the highest amount of expenditure per head.
Councillor John Clancy, leader of Birmingham City Council, said: “Birmingham’s record visitor figures are ample proof of the growing appeal of its vibrant arts and culture scene, superb restaurants and unbeatable retail offer.
“The city continues to attract visitors from across the globe, and this in turn is boosting both the Birmingham and regional economy, creating employment opportunities for local people.”
Events contributing to Birmingham’s upsurge in tourists and spending by visitors last year included Edgbaston Stadium’s cricket fixtures (£17.7m); the Birmingham and Solihull Jazz and Blues Festival (£6.2m) and the Conservative Party Conference (£18.4m).
Key exhibitions included the BBC Good Food Show and Grand Designs Live - both at the NEC– and the British Small Animal Veterinary Association (BSAVA) congress at the ICC. 2016 also marked the 400th anniversary of Shakespeare’s death, with tribute shows hosted by Birmingham’s Repertory and Hippodrome Theatres and the City of Birmingham Symphony Orchestra (CBSO).
Neil Rami, chief executive of Marketing Birmingham, added: “Both domestic and international tourism peaked at a record high in 2016. The strength of Birmingham’s visitor economy is not only boosting the city’s reputation as a leisure destination across the globe, it is also attracting further investment into the city’s transport routes and infrastructure.”
The figures from Marketing Birmingham’s Regional Observatory reveal 2016 was also the most successful year in history for Birmingham’s hotels, with occupancy rates peaking at 99 per cent capacity and averaging at 75 per cent.
Another 15 hotels are in the planning stage or currently under construction, including a new Holiday Inn Express set to open this month and the Grand Hotel which opens next year.
