West Midlands represented on new Visitor Economy Advisory Council

West Midlands mayor Richard Parker and chief executive of the West Midlands Growth Company Neil Rami (pictured) have been invited to join a new national taskforce aimed at securing growth in the UK’s world-class tourism sector.

The new Visitor Economy Advisory Council aims to boost collaboration between government and the tourism industry.

The group will inform the government’s forthcoming National Visitor Economy Strategy and its plans for the UK to welcome 50 million international visitors per year by 2030.

Parker and Rami will be members of the industry and government-led board, which also includes leading figures from British Airways, VisitBritain, the Royal Shakespeare Company and Merlin Entertainments.

It is co-chaired by Tourism Minister Sir Chris Bryant and Karin Sheppard, IHG Hotel & Resorts’ managing director for Europe.

Richard Parker said: “The West Midlands is full of heritage, creativity, and world-class events – from sport to music – making it a must-visit destination for millions worldwide.

“By working nationally with industry leaders, we can attract even more visitors, create exciting new jobs and opportunities, and deliver lasting benefits for our communities here and beyond.”

The tourism industry is worth £74 billion to the economy and 4 per cent of GVA. In the West Midlands, a record 145.4 million visitors spent time in the region in 2023, an increase of more than four million, contributing an unprecedented £16.3 billion to the local economy and supporting 143,988 tourism jobs.

Neil Rami, chief executive of the West Midlands Growth Company, added: “I look forward to joining this national forum to share the importance, in particular, of business tourism and highlighting its value beyond the visitor economy – positioning the West Midlands and UK as innovators in convening conferences and events on an international scale.”

The council met for the first time last month, discussing the tourism sector’s performance across domestic, international and outbound markets and how it can support the government’s Growth Mission.

The council will focus on ways to attract more people to the UK’s cities and regions outside London, and ensuring all tourists have the best possible experience when travelling.

Tourism Minister Sir Chris Bryant said: “The UK is one of the most visited countries in the world and domestic and international tourism are a key part of our economy.

“I want to build on this success and enable even more visitors to experience our fantastic culture and landscape.”