The figures - compiled by independent tourism research body Global Tourism Solutions and West Midlands Growth Company - illustrate the impact of tourism in the region in 2023 and show the city’s visitor economy was worth £458 million, up 12.8% from the previous year.
Wolverhampton also attracted more than 10 million visitors - an increase on 2022’s 9.8 million; and the numbers of full-time equivalent jobs supported by direct and indirect tourism activities rose by 5.6%, from 4,310 to 4,553.
The growth reflects the strong offer provided by the city’s major visitor venues, such as the Grand Theatre, Wolves, Newhampton Arts Centre, Arena Theatre, The Robin, Wolverhampton Racecourse and University of Wolverhampton at The Halls.
Following a multi-million-pound transformation by the council, the new-look Halls - run by global operator AEG Presents - entertained over 200,000 fans across 133 events in its first year after reopening in May 2023, solidifying its position as a world-leading venue in the West Midlands.
The city offer is bolstered by the council’s arts and culture provision, including the nationally acclaimed Wolverhampton Art Gallery, annual major events programme and many smaller events in the city’s Green Flag-awarded parks.
These successes have been built on the council investing in, or securing investment for, over £100million of key visitor economy infrastructure projects, such as a state-of-the-art transport Interchange better connecting visitors to the city, and major public realm works creating events spaces and an improved environment for all.
A new destination management strategy and plan, nighttime economy cultural strategies are also being developed in a bid to further boost visitor numbers and the economic and social benefits that brings.
City of Wolverhampton Council Cabinet Member for City Development, Jobs and Skills, Councillor Chris Burden, said: “Giving visitors reasons to stay longer and support local businesses is a priority for the council, backed by our exciting and broad culture and events programme.
“We have some fantastic assets and venues in Wolverhampton like the transformed University of Wolverhampton at The Halls, Grand Theatre, Newhampton Arts Centre and Art Gallery, with talented people running them, and we have the confidence of investors who want to develop and expand here.
“The council’s city centre transformation works are creating better public spaces that will attract more visitors which is great news for high street businesses. These are exciting times for the city.”
