The Government is committed to supporting tourism recovery in the UK, which is why we published the Tourism Recovery Plan in June 2021.
In March 2022, the national tourist board and DCMS’ arms-length body, VisitBritain, welcomed 9 international trade buyers from Canada to the West Midlands for an educational visit. In May 2022, VisitBritain took part in a global multinational press trip to Birmingham to promote the Commonwealth Games and the wider region. Ahead of the Birmingham 2022 Commonwealth Games, VisitBritain is promoting the West Midlands as a premier UK holiday destination, focusing on key markets in Australia, India, and Canada.
VisitBritain has done extensive work with the West Midlands Growth Company on the business events front including marketing support, North American trade mission support, and opportunities to participate in trade shows at heavily discounted rates.
Birmingham was also a featured city in VisitBritain’s GREAT funded £10 million ‘Welcome to Another Side of Britain’ international campaign. Birmingham was also a featured city in VisitEngland’s recent ‘Escape the Everyday’ domestic marketing campaign, which encouraged people to book a city break in spring.