Visit Birmingham welcomed 22 international buyers on behalf of
tour operators from Poland, Czech Republic and Hungary on a
fact-finding mission this month as part of its strategy to build on
the 32.6 million visitors that come to the city each year.
The trip was organised in conjunction with Visit Britain, which
is delivering a strategy to raise the profile of the UK within the
travel market in the run up to the London 2012 Olympic and
Paralympic Games. It also coincided with the Best of Britain &
Ireland Travel Trade Forum (BoBI), the largest official UK travel
trade event of the year, which took place in Birmingham (16-17
March) and highlighted the size, value and importance of Britain's
£115 billion visitor economy to over 2,500 buyers from across
the globe.
Emma Gray, Director of Marketing Services for Marketing
Birmingham, which manages the Visit Birmingham campaign, said:
"One of our key objectives in promoting Birmingham is to attract
overseas visitors into the city and surrounding areas. The average
amount spent by an overseas visitor is significant, and they often
commit to staying for a longer period of time than a domestic
visitor to discover what we have to offer. We worked closely with
our members including Aston Villa, as well as other city
attractions and restaurants, to make sure that they received a
comprehensive view of how their customers could enjoy
Birmingham."
As part of the two-day itinerary, delegates visited the Museum
of the Jewellery Quarter, Birmingham Cathedral, Warwick Castle and
Shakespeare's Birthplace, while enjoying food and drink at the
handmade burger Co., Old Joint Stock Pub, Malmaison hotel, White
Swan Pub in Stratford-upon-Avon and Itihaas. The group also toured
Birmingham's canal network with the Awaygroup and Villa Park, home
of Aston Villa FC.
Jan Herget, Visit Britain's Prague office said:
"For Czech tour operators the UK still means mostly London and
this was a unique opportunity to include the beauties of one of the
most interesting regions. All the buyers were amazed by the
diversity of the offer. Castles, pubs, history and heritage
together with a warm English welcome inspired them to extend their
itineraries - they will be launching new products."
Britain's industrial cities, including Birmingham, have become
increasingly popular with international tourists in recent years.
Over 737,000 international visitors come to Birmingham each year,
keen to experience a city which has more Michelin-starred
restaurants than any other English regional city and is 2nd only to
London's West End in terms of retail expenditure in
England.
Roman Skrabanek, Vice President of the European Travel Agents
and Tour Operators Association ECTAA and part of the delegation,
believes that the combination of city and countryside options would
appeal to his clients:
"Thanks to the trip the Czech tour operators will be able to
launch new products and packages. The highlights were the visit to
Aston Villa, Stratford upon Avon and Warwick Castle. I have to
admit that I was also surprised by the nice weather!"
For more information on Marketing Birmingham, please visit their
website here: www.marketingbirmingham.co.uk