With the 2022 Birmingham Commonwealth Games firmly in the rearview mirror, Britain’s West Midlands region is still building on the legacy of the Games with new tourism product and itineraries, not least when it comes to leisure tourism, which has typically lagged behind business tourism in the region.
In 2023, more people visited the West Midlands than ever before, with 145.4 million spending time in the region, representing an increase of more than four million people (3%) compared to date from 2022, when the region hosted the Commonwealth Games
In Toronto recently for meetings with Pearson Airport and others, Neil Rami, CEO of the West Midlands Growth Company, told Travel Industry Today during a sit-down interview at Visit Britain’s office that, when it comes to Canada, possible direct air lift might be the event’s biggest lasting benefit.
“(Without the success of) the Commonwealth Games, we wouldn’t be as close to a direct flight as we are now,” Rami said, explaining that the event helped boost the profile of Birmingham leading to an uptick in visitors to the West Midlands region, including about 50,000 annually from Canada.
Rami hopes those flights will come next year or in 2026, which will also benefit nearby cities like Coventry (a hidden gem), and Wolverhampton.
He notes that some airlines have identified Birmingham as an ideal connection between Canada and India, with a large Indian diaspora in the region as well.
The Games’s legacy has also bolstered the region’s emphasis on sport, which will see a significant number of upcoming events, including the 2027 Invictus Games, which will take place in Birmingham.
And with the international growth of interest in British football, the region boasts two teams in Birmingham (Aston Villa and Birmingham City, the latter now owned in part by former football star Tom Brady) as well as other prominent teams in Wolverhampton and Coventry.
Historically known as Britain’s “Black Country,” the region’s new fusion of culture manifests itself in world-class gastronomy and cuisine, from renowned Balti cuisine to Michelin-starred restaurants; and music, from local legends Black Sabbath to the two-tone bands of the ‘80s ska revival, and the Birmingham Royal Ballet.
For Canadians travellers, the centrally located Birmingham – Britain’s second largest city – is also an ideal alternative to London as gateway to the rest of Britain, in particular the north.
Those who stay in the West Midlands (or linger for a few days before heading elsewhere) can also discover an area that ranges from cosmopolitan Birmingham to literary Stratford-upon-Avon, and epic castles like Kenilworth and Warwick, to the industrial heritage of the Ironbridge Gorge and of the Black Country Museum, the latter a film site for the popular Peaky Blinders TV show, and, of course, the Cadbury chocolate factory, which is celebrating its 200th anniversary in 2024.
Rami says the West Midlands, which marketed extensively in North America ahead of the Commonwealth Games, will launch another campaign in Canada and the US this fall that includes introduction of a regional attractions pass and over three dozen bookable products for the travel trade.
Products include examples as follows:
- Historical walking tours of the city, with accredited Blue Badge Guides, talking all things Industrial Revolution
- Running tours in and around the city – Run of a Kind, via our canals, our famous Jewellery Quarter, and through the village of Bournville, home to Cadbury
- Vintage Express trains, specialising in a seasonal steam train from Birmingham to Stratford upon Avon
- Museums: The British Motor Museum, home to the world’s largest collection of British cars
- Quirky attractions: Glass-blowing demos at Stourbridge Glass Quarter
- Kayaking and Paddleboarding in Brindleyplace along the city centre canals with Roundhouse Birmingham
- Whisky and Gin Distillery experiences – Grain & Glass, The Distillery
- Merlin attractions including Warwick Castle, Cadbury World, Bear Grylls Adventure
Meanwhile, the West Midlands has (soft) launched its first visitor pass – a new digital, mobile-friendly ticket that will offer tourists admission to multiple major attractions, museums, activities and gardens across the region. It will be the first in the country to include transportation in the West Midlands.
What to see and do
From getting out on two wheels, meandering down a canal, or taking to the skies, there’s an abundance of ways to experience the West Midland – not to mention adrenaline-fuelled off-roading or kilometres of walking and cycling trails.
Here’s a round-up that reveals some of the top ways see the region from a different perspective:
Wander the walking trails
From the industrial heartlands of the cities to the rolling hills and countryside that surrounds them, much of the West Midlands can be explored on foot. Birmingham Heritage Walking Tours take visitors on an immersive journey through Birmingham’s past, while numerous Coventry Trails – developed as part of the Coventry City of Culture program – explore the city’s heritage and cultural roots.
Like this? Love the vast expanse of the Pennine Way National Trail to the north, a long-distance walking route stretching for 435 km through some of England’s wild northern landscapes.
Get on your bike
The West Midlands is peppered with cycling trails, from picturesque canal-side routes to tracks which follow old industrial lines. The actively inclined can cycle the 13 km from central Birmingham along part of the Tame Valley Canal to explore the 400-hectare Sutton Park, located to the north of the city centre. Known as National Cycle Network Route 535, it’s a largely traffic-free trail.
Like this? Love the Tissington Trail through the Peak District National Park, a 20-km former London and North Western Railway route linking Parsley Hay and Ashbourne, with bike hire available at both destinations.
Discover the real Peaky Blinders
The original Peaky Blinders gangs can be traced to Birmingham, and many scenes from Steven Knight’s hit show were filmed in the city. Operated by Brum Tours, Peaky Tours looks into the characters behind the TV series, for a fascinating insight into the fictional show and the real-life locals that inspired it. There are also many other key Peaky Blinders sites around the city, including a six-storey mural of Cillian Murphy’s character Tommy Shelby, on the walls of a factory in Digbeth.
Like this? Love following in the footsteps of Tommy and the gang at the Black Country Living Museum in Dudley, located about 45 km from Birmingham, which has provided backdrops in all five series to date.
See Shakespeare’s England
As the town synonymous with William Shakespeare, Stratford-upon-Avon houses many attractions related to the great playwright. Shakespeare’s England provides access to the five fascinating family homes linked to the Bard, including his birthplace, New Place and Anne Hathaway’s Cottage.
Like this? Love some of the other attractions in Warwickshire available with the pass, including Warwick Castle, Kenilworth Castle, and the MAD Museum.
Head off road
The West Midlands is home to a number of car manufacturers, including Jaguar Land Rover. The firm’s main car factory can be found in Solihull, alongside a mix of off-road driving experiences which allows guests to push the Land Rover’s capabilities to the limit. From a short taster session to a half- or full-day drive, thrill seekers can test their obstacle handling at the Land Rover Solihull Experience across a series of steep inclines, water wading and other challenging terrain.
Like this? Love getting behind the scenes at this, one of the most advanced car manufacturing facilities in the world with a factory tour.
Take to the skies
With miles of rolling countryside to enjoy, why not take to the skies to experience a bird’s eye view of the West Midlands and its surrounds? Numerous companies provide hot air balloon trips across Staffordshire, Warwickshire and the West Midlands. Among them, Wickers World operates from the grounds of Shugborough Hall (near Stafford) and Trentham Gardens (close to Stoke-on-Trent), while High Road Balloons fly from Stratford-upon-Avon, as well as several other locations.
Like this? Love a helicopter tour to take in the sights across the West Midlands.
Wind along the waterways
As a region dominated by waterways, the canals of the West Midlands offer a chance to discover some of its hidden gems. Whether you prefer to hire a rowing boat or explore via an organized boat tour, there are a range of options to choose from. Narrowboat tours operate from central Birmingham, taking guests on a journey through the city’s industrial heritage, while river cruises in Stratford-upon-Avon show off Shakespeare Country from a different perspective. You can even tuck into a unique dining experience aboard the restaurant boat, The Countess of Evesham.
Like this? Love the 9-km Art Trail along the Coventry Canal, which features works paying homage to the region’s rich industrial heritage.
Go mad for museums
The rich industrial, musical and cultural heritage of the West Midlands can be explored at the region’s vast array of museums and galleries. The Coventry Transport Museum pays homage to the city’s car-making past with the world’s largest publicly owned collection of British vehicles, as well as the two fastest cars on the planet.
Thinktank Birmingham Science Museum delves into the world of science and technology with 200 hands-on displays, while the Birmingham Museum and Art Gallery houses an unrivalled collection of Pre-Raphaelite art and continues its reopening with a new phase this month.
Like this? Love the ever-changing exhibitions which tell the story of Coventry’s social heritage at the Herbert Art Gallery and Museum.
Gardens galore
From the grounds of stately homes to Victorian glasshouses, the West Midlands offers an abundance of outdoor and garden spaces to explore. The 6-hectare Birmingham Botanical Gardens, located just over 1.6 km to the south of Birmingham city centre in Edgbaston, is an oasis of colour where four glasshouses showcase tropical rainforest, subtropical, Mediterranean and arid environments.
The 17th century Moseley Old Hall, north of Wolverhampton, provided refuge for King Charles II during the English Civil War. Looked after by the National Trust, its walled gardens house plants cultivated for centuries. Alternatively, explore one of the largest contemporary perennial plantings in Europe at the Trentham Estate.
Like this? Love the Elizabethan Gardens at Kenilworth Castle, packed with colour and fragrance and recreated to be just how they were presented to Queen Elizabeth I around 400 years ago.
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