England’s Heartland to woo overseas visitors

VisitBritain has partnered with Birmingham and surrounding areas to promote England’s Heartland to international markets.

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

The organisations will market Birmingham and its surrounding region to a global audience and promote direct flights to the area.

In the first year, the partnership will focus on the US market.

Carol Dray, VisitBritain commercial director, said: “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.”

Emma Gray, marketing and communications director at West Midlands Growth Company, added: “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.”

Jo Lloyd, Birmingham Airport’s commercial director, commented: “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.”

Birmingham airport is the UK’s third largest airport outside London and is the gateway to England’s Heartland.

Next year, budget carrier Primera Air will launch direct flights to Birmingham from New York, Boston and Toronto.

Pictured from the left are:

Front row: Justine Howl (Birmingham Airport); Helen Peters (Shakespeare’s England); Carol Dray and Gavin Landry (both VisitBritain).

Back row: Lindsay Rae (Marketing Peak District & Derbyshire) and Emma Gray (West Midlands Growth Company)