Historic West Midlands weekend set to bring huge economic boost

The West Midlands is set for a boost of up to £20million to its visitor economy thanks to a huge July weekend of cultural and sporting events, according to new research by the West Midlands Growth Company.

As many as 300,000 culture, sport and food fans are expected in the West Midlands at the start of the month, giving a much-needed shot in the arm for the region’s hospitality venues.

Fans will visit the region to enjoy high-profile, sold-out music dates such as Black Sabbath’s Back to the Beginning festival (5 July, Villa Park, Birmingham) – dubbed ‘the greatest heavy metal show ever’ as Ozzy Osbourne performs for the final time – and Jeff Lynne’s ELO: The Over and Out tour (5-6 July, Utilita Arena, Birmingham).

Sharon Osbourne said: “Birmingham is a city which means so much to Ozzy. When it comes to heavy metal music, Black Sabbath forming and his love of Aston Villa – it all started here.”

Other major events include the eagerly anticipated Men’s Second Test between England and India (2-6 July, Edgbaston Stadium, Birmingham); the Godiva Festival (4-6 July, War Memorial Park, Coventry); and the Colmore Food Festival (4-5 July, Victoria Square, Birmingham). 

Hotel occupancy in Birmingham city centre is anticipated to surge close to 90 per cent (89 per cent), significantly higher when compared with the first Saturday in July 2024 (52 per cent), as visitors travel from the UK and abroad to enjoy the West Midlands’ events calendar. Figures from STR also suggest that Birmingham’s hoteliers will enjoy increased occupancy levels for the first three weeks in July, in contrast to 12 months earlier.

Cllr John Cotton, leader of Birmingham City Council, said: “The eyes of the world will be on Birmingham for an extraordinary, unrivalled few days of music, sport and foodie events, delivering real-time economic benefits to our local businesses and communities.

“There is always such a special atmosphere in the city on major event days. We look forward to bringing people together and providing the backdrop for a vibrant celebration of Birmingham’s culture and heritage, creating more special experiences and memories for our visitors.”

Jen Mitchell, managing director of Utilita Arena Birmingham and bp pulse LIVE, said: “Welcoming thousands of fans to the city is what we do best – but hosting Brummie legends ELO makes this weekend particularly special.

“With major moments also happening across the city, from Black Sabbath at Villa Park to the Test Match at Edgbaston, it’s a real showcase of Birmingham’s strength as a large-scale live events destination.”

Kelsey Dwyer, Partnerships & Events manager at Colmore BID, added: “Whether you want to fuel up before the big gig, soak in the rock ‘n’ roll vibes or get your metal-inspired face paints, there’s something for everyone. Come hungry, leave happy – and don’t forget to request your favourite metal tune with our on-stage entertainers while you’re at it!”