West Midlands tourism showcased during US trade mission

The West Midlands’ tourism offer was showcased to leading travel and cultural buyers in the United States at Greater Together Los Angeles (GTLA), a flagship programme of business and cultural activity spearheaded by the UK Government’s GREAT Britain & Northern Ireland Campaign.

Representatives from the West Midlands Growth Company, the region’s investment promotion and destination management organisation, joined VisitBritain and senior leaders from across the UK tourism and creative industries at GTLA last week.

The largest UK Government supported trade mission to the US, GTLA convenes hundreds of the UK’s and US's most prominent business leaders and decision-makers to explore fresh perspectives, forge meaningful connections, and shape the future of transatlantic collaboration. 

According to the 2024 International Passenger Survey, the US is the largest long-haul inbound market to the West Midlands, with 142,000 visits, generating £101m in visitor spend.

Birmingham Airport (BHX) is looking to strengthen connectivity between the West Midlands and the US by reinstating direct scheduled flights between New York and BHX.

The airport is investing several million dollars to incentivise airlines to provide services for passengers travelling between the two cities.

Becky Frall (pictured), head of tourism at the West Midlands Growth Company, said: “Tourism is a major contributor to the West Midlands economy, with total inbound spend from the US accounting for approximately ten per cent of the total global inbound spend to the region.

“Visibility at this GTLA international marketplace is essential to increase US visitor bookings, strengthen airline connectivity, attract more international conferences, and drive hotel and hospitality investment.

“In addition to the many US businesses that choose to invest in and base themselves in the West Midlands, the region attracts thousands of tourists each year from the US.

“Screen tourism is increasingly shaping US visitors’ motivation to travel and our most recent export, the Peaky Blinders, alongside the music and legacy of Ozzy Osbourne, are proving an irresistible draw to the region’s destinations, alongside perennial favourites from Stratford-upon-Avon and Shakespeare to Warwick Castle and The Black Country Living Museum.

“Furthermore, our partner at the trade mission, Caledonian Sleeper, with its new stop at Birmingham International, now enables US visitors to visit Birmingham and the West Midlands, and travel in comfort to Scotland.

“Events such as Greater Together LA are extremely important for visibility and inspiration, and we’re proud to be flying the flag for Birmingham and the West Midlands.”

VisitBritain’s travel trade showcase at GTLA highlights the tourism sector’s importance to the UK. The US is the UK’s most valuable inbound visitor market forecast to be worth £7.5 billion to the economy this year.

VisitBritain CEO Patricia Yates, who led the tourism delegation at GTLA, said: “US visitors are hugely important to our tourism industry, and our economy and Greater Together LA provides a powerful platform to showcase our visitor offer, tell a compelling story of Britain and drive new business.”