West Midlands tourism champions urged to apply for new board role

Local experts from the West Midlands are being encouraged to apply for a position on the new Regional Board for Tourism.

The board will be set up in 2020 to oversee delivery of the new West Midlands Tourism Strategy, which aims to grow the region’s visitor economy by more than £1 billion and create 19,000 new jobs. 

Applicants need to demonstrate a strong voice – and existing networks – within the West Midlands’ tourism industry. They will have a passion to achieve the region’s visitor economy potential through collaboration and partnership. The deadline for applications is 5pm on 19 February 2020.

Supported by the West Midlands Growth Company – which aims to attract visitors, investment and events to the region – the board will include 13 representatives from the West Midlands’ tourism sector. Board members will be expected to represent visitor attractions, conferencing venues, accommodation providers, travel trade operators and cultural organisations. 

Fiona Allan, Artistic Director and Chief Executive of Birmingham Hippodrome, was named Chair of the Regional Board for Tourism in November. Fiona has more than 20 years of experience with the tourism sector, and is a board member of WMGC. Roger Mendonca, Chief Operating Officer of WMGC, will be Vice Chair. Fiona said:

“The new Regional Board for Tourism will champion the West Midlands’ thriving tourism sector. This is an exciting period for the region with record numbers of visitors* choosing to spend their leisure time here and we need enthusiastic, local tourism experts to work with us to help capitalise on this momentum.

“We want this new board to reflect our region’s diverse visitor economy and the different types of people attracted to our unique tourism offer. We urge anybody interested in forming this progressive and energetic board to get involved.” 

Andy Street, Mayor of the West Midlands, added: “The West Midlands is heading into a very exciting period, with milestone events, including Coventry City of Culture in 2021 and the Commonwealth Games in 2022, set to attract millions of visitors to the region. 

“To help capitalise on this, we have established a Regional Board for Tourism, which will officially launch later this year. Not only will this board oversee the delivery of the new West Midlands Tourism Strategy, but it is also a brilliant example of how the West Midlands continues to lead the way with its collaboration between public and private sectors. 

“I would urge anyone with an interest in local tourism and who wants to help champion the West Midlands to apply to be a part of the board.” 

The West Midlands Regional Tourism Strategy, which comprises both leisure and business tourism, aims to attract more major conferences and events as well as holidaymakers. Unveiled last September, it was the first of its kind to be launched by a UK region since the Government announced its Tourism Sector Deal in July 2019. 

A key element of the Strategy is the launch of a new awards scheme, celebrating the strength of the local visitor economy. The West Midlands Tourism Awards will see 43 shortlisted venues from the region’s leisure and business tourism sectors compete for honours in 15 categories on 26 February 2020 at the University of Birmingham’s Great Hall. 

For more information about applying for a position on the Regional Board for Tourism and further requirements of the role, you can visit wmca.org.uk/tourism.


Add a comment

Rating *

Recently Played


  • Available on the App Store
  • Available on Google Play

Useful Links


Travel News

How To Listen

Latest Podcasts

92.2 / 102.5 FM
'Play Black Country Radio'