'Record £14bn spent in the West Midlands in 2024'

Birmingham Pride was among the events that helped boost visitor numbers in 2024

A record 101.5 million people visited the West Midlands in 2024, according to a new report.

The report, collated by Global Tourism Solutions, said there was also a record £14bn spent by visitors – a 7% increase on 2023.

Commissioned by the West Midlands Growth Company (WMGC), which covers Birmingham, Coventry, Wolverhampton, Solihull and the Black Country, the report shows it was the first time the annual number of visitors had topped 100 million.

It was 2.84 million more than 2023 and an increase of six million in comparison to 2022, when the Commonwealth Games were held in Birmingham.

Richard Parker, mayor of the West Midlands, said it was a result of the Combined Authority area's history, architecture, attractions and "top-class" venues.

"These figures matter because a booming visitor economy means more jobs and more money flowing into our economy," the Labour man said.

Thousands of people attended the Sandwell and Birmingham Mela in 2024

According to the research, occasions which contributed to the tourism boost included Aston Villa's run in the Champions League and Cadbury's 200-year anniversary.

It also highlighted large-scale concerts, which included performances by Bryan Adams and Sean Paul at the CBS Arena in Coventry.

Katie Trout, of the WMGC, said it was a testament to the hard work of people in the tourism and hospitality sectors.

"The West Midlands is attracting increasing levels of leisure tourists and visitor spend for activities such as concerts, cultural events and sporting fixtures," she added.

"It shows the importance of creating a world-class, packed and varied calendar for everyone to enjoy."