Tourism in the West Midlands
Tourism is an important and a growing sector of the West Midlands economy.The sector comprises 20,000 businesses and a further 8,000 enterprises employing 305,000 people (12% of regional employment). The sector is dynamic, experiencing the fastest growth in number of jobs of any regional 'business cluster' 95-02, and this is expected to continue to 2010.
West Midlands Tourism Structue
There have been many changes to toursim structures over the last few months. The diagram below aims to show who has responsibility for supporting and delivering tourism activity both nationally and regionally.
Department of Culture, Media and Sport (DMS) - is responsible for Government policy on tourism, as well as related fields such as; sport, arts, libraries, museums and galleries, broadcasting, creative industries (including film and the music industry), press freedom and regulation, licensing, gambling and the historic environment.
VisitBritain (VB) - VisitBritain is responsible for marketing the UK Overseas and marketing England domestically through the 'Enjoy England' campaign and provides advice to the Government on all tourism matters. VisitBritain works in partnership with regional delivery partners, such as Advantage West Midlands, but also leads on activities such as the EnglandNet project. Other areas of activity include research and intelligence, Quality in Tourism assessment scheme and is currently developing the Official Partner Scheme for Tourist Information Centres.
Advantage West Midlands (AWM) -Regional Development Agency - Advantage West Midlands took over the strategic leadership role for the tourism economy in the region in 2003 including the development of the Visitor Economy Strategy (WMVES). From April 2004 AWM has provided funding and support for Tourism West Midlands, The Regional Centre for Tourism Business Support and a range of sub-regionally focussed initiatives.
Tourism West Midlands - West Midlands Strategic Tourism Body - TWM is made up of 16 board members representing the sector and drawn from public and private sector organisations representing a range of tourism related interests. It has lead responsibility for regional tourism policy development, providing advocacy and leadership for the tourism industry, along with support and advice to AWM in its more strategic leadership role. The TWM executive team, based at AWM, looks after a range of activities including regional marketing and communications, regional tourism policy and research, visitor information services, e-business, 2012 games and policy areas such as sustainable tourism. The team will keep you updated with national and regional news via a twice monthly newsletter.
The Regional Centre for Tourism Business Support and Quality at Heart (RCTBS) - RCTBS assists tourism businesses across the region on a huge range of business topics. There are 4 tourism business advisors based across the region that can help you if you are thinking about starting up a business or have been trading for some time. Also based at the RCTBS is the Quality at Heart team. Quality at Heart is designed to help businesses of all shapes and sizes. The process takes clients on a business improvement journey and then recognises excellence in three themes; Servicemark, Peoplemark and Businessmark.
Destination Management Partnerships (DMPs) - There are now 7 Destination Management Partnerships in the region representing Herefordshire, Worcestershire, Shropshire, Staffordshire, Coventry and Warwickshire, The Black Country and Birmingham. The DMP's are private /public sector partnerships which support tourism businesses through a range of activities such as marketing support, destination websites, membership, training, etc.
