West Midlands Tourism Spending Hits £5.4 Billion Ahead of English Tourism Week

New figures show that the West Midlands continues to draw visitors in growing numbers, with Brits spending £5.4 billion across the region between January and September 2025 — a 16% increase from £4.6 billion during the same period in 2024.

The data highlights the strength of tourism across the region, from Birmingham’s cultural attractions to the rural landscapes of Shropshire and Herefordshire, the heritage sites of Coventry and Warwickshire, and the vibrant visitor offerings across Stoke-on-Trent and Staffordshire.

Tourism remains one of England’s largest industries, supporting more than two million jobs and generating around £127 billion annually for the UK economy, while sustaining hundreds of thousands of small and medium-sized businesses.

Celebrating English Tourism Week

The sector will be celebrated during English Tourism Week (13–22 March 2026), a nationwide campaign showcasing the vital role tourism plays in local economies and communities.

This year’s theme, “Local Stories, National Growth,” shines a light on the everyday infrastructure that keeps tourism thriving — from independent accommodation providers and family-run attractions to hospitality venues and transport networks.

Top Attractions Across the Region

In Birmingham, visitors are drawn to the Bullring & Grand Central, the Jewellery Quarter, and the canalside cultural quarter around Brindleyplace.

In Shropshire, historic streets in Shrewsbury and the UNESCO World Heritage Site of Ironbridge Gorge remain major draws. Herefordshire offers countryside escapes including the Wye Valley and Hereford Cathedral, home to the Mappa Mundi.

Stoke-on-Trent continues to attract fans of pottery heritage with the World of Wedgwood and Gladstone Pottery Museum, while Coventry and Warwickshire boast landmarks including Warwick Castle, Stratford-upon-Avon, and Coventry’s modern cathedral.