The visitor economy in the North East and West Midlands is poised for significant growth, thanks to a £1.35 million funding boost from the government. This investment will support the government’s ambitious goal of welcoming 50 million international visitors to the UK by 2030, as outlined in the Plan for Change.
The British tourism industry is a substantial contributor to the economy, worth £58 billion and employing millions of people nationwide. However, to sustain growth, it is essential that all elements of the industry, including transport, accommodation, culture, and sports events, work together efficiently.
To achieve this, the government has been working to enhance the management of destinations across England. Two regional pilot programs, Destination Development Partnerships (DDPs), have been launched in the North East and West Midlands. These programs aim to make it easier for visitors to explore these regions and enjoy a range of activities, including dining, shopping, and staying in great accommodations.
The DDP pilots have already demonstrated the effectiveness of a cross-regional approach in supporting the growth of the visitor economy. By attracting more investment in attractions, hotels, and connectivity, creating jobs, and marketing regions outside of London as destinations in their own right, the pilots have shown promising results.
The government’s additional funding of £1.35 million will enable the pilots to operate for another year, allowing for further testing of the regional approach to managing the visitor economy. This extension will provide an opportunity to drive visitor numbers, increase spending, and create jobs in the North East and West Midlands.
Tourism Minister Sir Chris Bryant emphasized the importance of supporting the tourism industry, stating that he wants the industry to thrive and continue to attract millions of visitors to the UK each year. He highlighted the need for regions across England to have the support they need to better market their areas to tourists and attract more investment and events.
VisitEngland CEO Patricia Yates welcomed the extension and further funding, citing the success of the DDP pilots in the West Midlands and the North East. She emphasized the critical role that the DDP pilots have played in growing regional economies, delivering jobs and opportunities for local people, communities, and businesses.
The DDP program is designed to provide high-quality destinations for both domestic and international visitors. Since its launch in 2022, the North East pilot has seen the opening of 11 new attractions, with a combined investment value of £13 million, alongside 60 new bars and restaurants. The pilot has played a vital role in completing these projects by providing crucial data and information that boosted investor confidence and contributed to the scaling of investments.
North East Mayor Kim McGuinness emphasized the region’s potential, highlighting its stunning landscapes, vibrant cities, and bustling market towns. She expressed her determination to double the size of the visitor economy over the next decade, creating more jobs and opportunities, and attracting investment into the region’s towns and cities.
The West Midlands has also seen positive results, with the value of the region’s visitor economy increasing by 15% to £16.3 billion and more jobs than ever (143,988) supported by tourism since its DDP pilot was launched in 2023. The pilot has generated £10 million through attracting business conferences and nearly £4 million from major sporting events for the region.
West Midlands Mayor Richard Parker emphasized the importance of tourism to the region’s economy, highlighting its potential to drive growth and create good jobs for local people. He expressed his commitment to investing in the region’s cultural and creative industries and improving transport links to attract even more visitors to the region.
