Birmingham teams up with VisitBritain to lure more international visitors

Birmingham’s tourism industry is to step up its marketing efforts in the US almost three years after American cable channel Fox News was forced to repeatedly apologise for incorrectly describing the city as a no-go zone.

Fox News guest terrorism commentator Steven Emerson stated that Birmingham was ‘totally Muslim’ and went on to say on air that ‘non-Muslims simply don’t go into Birmingham’. While his comments initially went unchallenged by the news anchor, the station later made four separate apologies for his inaccurate statements.

The city and its surrounding areas have now teamed up with VisitBritain in a three-year initiative to promote the region’s varied tourist attractions to overseas visitors, starting with the US.

The partnership is a joint initiative with Birmingham Airport, the West Midlands Growth Company, Shakespeare’s England and Marketing Peak District & Derbyshire.

Together, the organisations will market Birmingham and the surrounding areas, which attracted 1.5 million international visitors in 2015, to a global audience and promote direct flights to the area.

VisitBritain commercial director Carol Dray said: "Tourism is one of the UK’s most valuable export industries, worth £127 billion annually to the economy.

"Increasing regional connectivity not only makes it easier for visitors to see more of Britain, the West Midlands and the Peak District, it boosts economic growth, and helps keep us an attractive destination in this fiercely competitive global market."

West Midlands Growth Company director of marketing and Communications Emma Gray said:~"Birmingham and its surrounding areas have become increasingly popular tourist destinations, attracting some 1.5 million international visitors in 2015.

"By working in partnership with our destination partners we will be in an even stronger position to attract more visitors to the region, increasing economic development and growth.

"We look forward to capitalising on the opportunities and benefits that this initiative will bring to the tourism industry in the future."

Birmingham Airport commercial director Jo Lloyd added: "We’re proud and excited to be working with partners on this gateway campaign to drive more visitors to the region over the next three years.

"England’s Heartland offers visitors everything they could possibly imagine – from adventure and history to culture and arts – and with new long haul low cost direct services commencing next summer, Birmingham Airport offers the perfect gateway for visitors ready to discover our vibrant cities, beautiful villages and rolling countryside."