The record-breaking figure represents an increase of more than four million people (3 per cent) compared to data from 2022, when the region hosted the Commonwealth Games. The visitor economy in the West Midlands is now worth £16.3 billion, up £2.2 billion (15 per cent).

The number of jobs supported by tourism in 2023 reached 143,988, the highest figure recorded and most since Covid-19 restrictions were introduced in 2020.

The data was compiled by independent tourism research body Global Tourism Solutions and the West Midlands Growth Company, the region’s lead for the West Midlands Destination Development Partnership (DDP).

Richard Parker, Mayor of the West Midlands and WMCA Chair, said: “The West Midlands is a fantastic, welcoming destination, so it is heartening that increasing numbers of visitors are choosing to discover and enjoy all of the region’s outstanding attributes.

“Tourism is one of the West Midlands’ success stories – and I am committed to ensuring this upward trend continues and that more people put this region on their travel plans. Whether it’s our heritage, cultural or sporting offer, we have so many fascinating tales to tell.

“Tourism offers inclusive growth and development for those who succeed, so I am particularly pleased to see employment linked to this sector hit its highest levels since this research was first carried out.”

The West Midlands’ food and drink, and recreation sub-sectors experienced the fastest growth in 2023, compared with pre-Covid visitor economy figures.

Major events taking place last year, which saw visitors flock to the West Midlands, included Birmingham Festival 23, a free-to-access celebration of the region’s cultural talent. Harry Styles and Arctic Monkeys wowed sold-out Coventry Building Society Arena crowds, and the British Open Squash, The Ashes and World Trampoline Championships drew national and international sports fans to the region. The Black Country Living Museum launched its new 1940s-60s high street, and the Sandwell Aquatics Centre and University of Wolverhampton at The Halls opened their doors to the public for the first time.

Councillor Saima Suleman, cabinet member for digital, culture, heritage and tourism at Birmingham City Council, said: “It’s great to see record levels of visitors across the region last year, this is especially great news for a city like Birmingham as it supports our local businesses, our economy and the number of jobs in the region.

“Birmingham has a unique, vibrant, and diverse cultural offer as we have seen through events like the Commonwealth Games which helped boost our own tourism in the city. Our communities demonstrate the range of diversity we have in the city, and we will continue to work with partners to support and continue this success.”

Councillor Wazma Qais, Solihull Council cabinet member for Communities and Leisure, said: “It’s great to see Solihull’s visitor economy continue to grow and thrive as more and more people enjoy what our vibrant, culturally diverse borough has to offer. As we set out in our recently published Destination Management Plan, we’re committed to creating memorable experiences for our visitors and residents and supporting businesses in the tourism sector.

“Our 16 Green Flag accredited green spaces, unrivalled transport links and world class exhibition space have put us on the map as a fantastic destination for leisure. We’re proud to contribute to the region’s brilliant tourism offer and we’re excited to welcome more visitors in the future.”

This summer, the West Midlands launches its first visitor pass – a new digital, mobile-friendly ticket that will offer tourists admission to multiple major attractions, museums, activities and gardens across the region. Led by the West Midlands Growth Company – the region’s DDP, which includes all of the region’s Local Authorities – and cloud-based tourism platform Open Pass, it will be available for visitors to use for one, two or three days, with transportation included.

Neil Rami, chief executive at the West Midlands Growth Company, said: “The new West Midlands visitor pass will positively change the way that people enjoy our region’s great venues, landmarks and hidden gems.

“Building on another record-breaking year for tourism in the West Midlands and responding to a high demand from both visitors and our partners to introduce it, this pass will make it more affordable and convenient for the growing number of people who are choosing to spend their leisure time in this region.

“We hope our new pass will encourage visitors to stay longer and explore even more of our award-winning attractions and hospitality settings, which might not have been on their original itineraries.”

For more information on what to see and do across the West Midlands, log on to the new-look Visit Birmingham & West Midlands website, which includes fresh, eye-catching videos and imagery, as well as blogs, what’s on listings and inspiration for visitors in a new, easy-to-read font and layout.