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New programme taps Birmingham 2022 Commonwealth Games to boost tourism

Published on Friday, July 30, 2021


 


A new Business and Tourism Programme has been launched to capitalise on next year’s Birmingham 2022 Commonwealth Games.

Organisers expect the programme to generate an additional 39,000 visitors for the UK until 2027, with an estimated £12 million in visitor spend.

The Business and Tourism Programme (BATP) will build on the profile created by the Games to attract more visitors, trade, events and investment from key overseas markets into the UK.

It will focus on nations and territories across the Commonwealth, plus the domestic UK market.

The BATP will operate until the end of 2023.


It aims to create a long-term economic legacy for Birmingham, the West Midlands and more widely across the UK in England, Wales, Scotland and Northern Ireland.

The programme’s aim is to secure more than £650 million of new overseas investment and create £7 million of additional export deals.

Combined with its business and leisure tourism activity, the BATP is expected to create about 1,000 new jobs, with up to 600 of these roles based in the West Midlands.

Nigel Huddleston, Minister for Sport and Tourism, said: “Birmingham 2022 is a massive investment and tourism opportunity for the UK. This programme is designed to ensure that businesses in the West Midlands and across the country can seize this opportunity and capitalise on the profile of the Games.”

“We want to level-up the country and help the tourism sector bounce back swiftly in the aftermath of coronavirus.”

A schedule of domestic, international and cultural festival campaigns will target potential visitors and the travel trade.

Activities include a central media programme, familiarisation trips, and attendance at international travel trade events and overseas events.

The programme also aims to increase the volume and value of business events coming into Birmingham, the West Midlands and the UK by working closely with the events industry, and developing a new ambassador programme.

It will target major sporting events.

VisitBritain CEO Sally Balcombe said: “We know there is pent-up demand for travel and Birmingham 2022 gives us a fantastic and valuable opportunity to highlight our outstanding tourism offer, keeping the UK front-of-mind to drive future trips as well as providing a boost for tourism businesses once people can start travelling again.”

 

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