It is now less than a year until the start of the Commonwealth Games in Birmingham, England, and Britain’s second city has started its countdown – not just to the major sporting event that will welcome athletes and fans from 72 countries including Canada – but towards an unprecedented opportunity to shine in the international spotlight.
That welcome glare began last week with the launch of the baton relay for the Games (July 28-Aug. 8, 2O22), a significant enough event to warrant the presence of Queen Elizabeth II in her first major engagement outside Buckingham Palace since the onset of the coronavirus pandemic.
The occasion prompted the world’s press to clamour over Her Majesty’s attire (she wore a matching orange hat and coat if you must know), but also to launch the Games by virtue of the start of the traditional pre-event relay that will travel through all 72 nations and territories of the Commonwealth over the next 294 days to generate awareness and interest before returning to Birmingham in time for the opening ceremony.
Formerly known as the Empire Games, the Commonwealth Games are held every four years and involve mostly countries and territories with colonial ties to Britain, including Canada, Australia, India, and South Africa. And while the Games are considerably smaller than the Olympics, Tourism Australia reported that the last Games in Brisbane (2018) attracted 6,600 athletes, 100,000 visitors, and were watched by a worldwide TV audience of 1.5 billion people.
Heady numbers indeed, making for a “once in a lifetime opportunity” for host city Birmingham and the West Midlands region – collectively dubbed “The Heart of England” for its central geographical position in the country – to promote themselves on the world stage, according to VisitBritain Sr. VP, Americas, Paul Gauger.
The event will also provide a jumping off point for visitors to venture out to the rest of UK as well, he adds, with VisitBritain Canada’s Lynda Falcone observing that Canadian travellers to Britain are particularly inclined to travel in a hub-and-spoke style.
Gauger says that because almost a third of Canadians traces their roots to the UK and another two million have ancestry from other Commonwealth nations, VisitBritain will leverage the Games to directly market to prospective visitors from this country.
More than sports
However, sport is “just the start,” says Samantha Bailey, travel trade lead for the West Midlands Growth Company.
“There is so much that is going to going on across the region,” she says, encompassed by a cultural festival that will kick off in April and feature over 200 live events leading into the 11 days of sporting action, and continuing on until September – all designed “to make one spectacular summer.”
Baily points out that while The Games will be centred in Birmingham, venues are spread across the region, affording visitors the opportunity to explore all the nooks and crannies of the West Midlands, which includes the historic and culture-rich cities of Coventry (UK City of Culture this year) and Wolverhampton, plus “on the doorstep” Stratford-upon-Avon and surrounding “Shakespeare Country.”
Located less that two hours by train from London (and within four hours drive time from 90% of the UK), the region also offers world-class arts and culture; a dynamic food scene; historic sites, such as Warwick Castle (built by William the Conqueror); diverse attractions, including the UNESCO-rated Ironbridge; narrowboat canal tours; gardens; and countless walking routes.
And then there’s Birmingham, England’s second city, which has evolved from the centre of the Industrial Revolution to one of the most architecturally futuristic cities in Britain, boasts nine museums, five Michelin-rated restaurants, more canals than Venice, and “all things Peaky Blinders” for fans of the acclaimed TV drama that set in the city.
“There is,” enthuses Bailey, “so much to offer.”
And to help the Canadian trade sell the destination and the Games, she says the West Midlands Growth Company will provide dedicated travel trade resources through March 2023, including creating bookable product and itineraries; host fam trips for the trade (summer/fall 2022); provide a regional digital network to deliver timely and targeted visitor information; host an event showcase in May 2022; and train front line staff in destination to enhance the visitor experience.
Other support includes a downloadable travel trade guide, use of copyright-free images and videos, introduction to suppliers, and more.