Tourism (the visitor economy) is a strong and growing industry in the West Midlands economy. In 2002, it generated £6,004 million within the region, which was a 14.4% growth compared to 1995. Recent figures indicate that 303,000 people are employed and 28,000 businesses operate in tourism and leisure within the region. The region's main selling points include:
Central location - the West Midlands is ideally situated at the heart of the country.
Key attractions - the West Midlands is home to many unique historic, educational, entertaining and thrilling attractions. These include Shakespeare's birthplace at Stratford-Upon-avon, Alton Towers and Drayton Manor theme parks, Ironbridge World Heritage Site and Cadbury World.
Urban and rural heritage - the region offers a diverse cultural experience which includes 32,000 listed buildings and historic houses and parks, major sporting facilities and rural attractions, including many picturesque market towns such as Lebury in Herefordshire, Stone in Staffordshire and Bridgnorth in Shropshire.
Business tourism - we have world-class conference and exhibition venues such as the National Exhibition Centre and International Convention Centre in Birmingham, Telford International Centre and the Ricoh Arena in Coventry. These have made our region the UK's second largest business tourism destination, attracting millions of business visitors every day, many of whom are from overseas.
Day visits - 90% of visits to our region are day visits, the majority of which are undertaken by families with children. The West Midlands' diverse tourism offer encourages return visits.
