National tourism agency confirms Birmingham hub site

Visitors to Birmingham spent record amounts in 2022, tourism bosses said

Britain's national tourism agency has confirmed the location of its new hub in the centre of Birmingham.

From April, VisitBritain/Visit England will take up residence in offices within the Gambling Commission's premises in Victoria Square House.

CEO Patricia Yates said the tourism body - which announced its relocation from London in July - was "delighted" to have secured the space.

"We are excited about the opportunities and perspectives that having our hub in Birmingham will bring," she added.

VisitBritain seeks to raise awareness of the nation's tourism offer worldwide.

West Midlands Mayor Andy Street said the move came at a time when visitor numbers were at a record high.

"The region’s tourism scene is a cornerstone of our economic offer," he said

The West Midlands Growth company - economic development agency for Birmingham and the West Midlands - said the region welcomed 141.2m visitors in 2022, with tourist spend rising to a record £14.1bn.

The announcement confirming the new location was made during an advisory board meeting in Coventry on Tuesday.

The company said Birmingham was chosen due to its strong transport links and the successful relocation of other private and governmental organisations.

'Proud moment'

It was also announced the region would become the second area to pilot a scheme to boost visitor numbers, following a £2.25m project in the North East.

The West Midlands Destination Development Partnership (DPP) will focus on tourism sector skills, major events and inward investment.

It will be comprised of the Birmingham, Solihull and Black Country Local Visitor Economy Partnership (LVEP) and Coventry and Warwickshire LVEP.

Councillor Stephen Simkins, West Midlands Combined Authority (WMCA) portfolio lead for economy and innovation, and Wolverhampton Council leader, said the scheme would develop the "thriving visitor economy".

“This is a proud moment for the West Midlands, as only the second region in the country to pilot this newly restructured approach to the tourism sector in England," he added.