Growth Company chief appointed to British Tourist Authority board
Neil Rami, CEO of the West Midlands Growth Company, has been appointed to the board of the British Tourist Authority (BTA), which operates as VisitBritain / VisitEngland.
The board is responsible for the overall direction of the national tourism agency.
Rami (pictured) is boss of the West Midlands Growth Company, which attracts investment, jobs, visitors, events and businesses to the region, aligned with the West Midlands Growth Plan.
He is also a member of the UK Visitor Economy Advisory Council, alongside mayor of the West Midlands Richard Parker, as well as the UK Real Estate and Infrastructure Advisory Board, Creative UK board, and the Foreign Direct Investment Leaders Network.
Rami led the Business and Tourism Programme for the Birmingham 2022 Commonwealth Games - a partnership between the Department for Culture, Media and Sport (DCMS), VisitBritain, the Department for Business and Trade (DBT) and the West Midlands Combined Authority (WMCA) to boost trade, leisure and business visitor numbers.
He previously held senior roles in economic regeneration in Liverpool and Newcastle-upon-Tyne.
Rami said: “Tourism is one of this country’s largest and most valuable sectors, with huge potential for further growth.
“Having led similar economic development roles in the North West, North East and now the Midlands, I am a strong advocate for showcasing the importance and richness of each of our regions’ visitor offer in this sector.
“Our regions have a crucial role to play in continuing to grow inbound tourism – whether it’s pursuing the value of regional international flight hubs, capitalising on the major benefits of business tourism and sporting events, or building further partnerships between industry and universities to attract overseas students.
“I look forward to working with the board to ensure that tourism across the UK remains resilient, diverse and a cornerstone of our country’s economy.”
In April 2024, Victoria Square House in Birmingham became the new hub office of VisitBritain / VisitEngland.
The agency picked the West Midlands for its new hub thanks to the region’s strong international and UK transport links, availability of local talent and the successful transition of other government departments and private sector companies to the area.
The West Midlands is also the second pilot region for the country’s new Destination Development Partnership (DDP) model, a new blueprint for delivering growth through the visitor economy.
Inbound visits to the UK were at their highest recorded level in 2024. Last year was also the first since the Covid-19 pandemic that the country’s visitor numbers exceeded 2019 levels. Overseas residents made 42.5 million visits to the UK, compared to 38.0 million visits in 2023, spending £32.5 billion, an increase of £1.4 billion.
Rami – alongside senior business leader and former Director of Communications on the Executive Committee of Eurostar, Mary Walsh – has been appointed for a term of five years, which commenced on 1 September.
