Music tourism in Birmingham and the West Midlands is worth £550m, and we must do more to grow that figure, a regional music and NTE professional has said.
Following the release of UK Music’s Hometown Glory report, Lyle Bignon, a music consultant, and NTE Ambassador for Birmingham working on behalf of the Night Time Industries Association, has praised the city’s work to make the most of this weekend’s final Black Sabbath and Jeff Lynne shows.
Bignon also advised that adopting UK Music and NTIA recommendations and committing further local and regional government resource will develop music tourism in the West Midlands to a similar level to other UK cities.
“Birmingham’s collective effort in welcoming back Black Sabbath and Jeff Lynne, along with hundreds of thousands of music fans, is genuinely fantastic to see.
“The diversity of events on offer is extraordinary, clearly demonstrating that when we work together as a united music and events community, so much can be achieved.
“Over this week, the social and economic power of music tourism is more evident in our region than ever before.
“Our hotel rooms, restaurants, bars and retailers are seeing increased footfall and spend during this period, bringing our hospitality and NTE businesses a much-needed boost.
“Like sport, music is a universal language that plays a key role in driving our visitor economy.
“New data from UK Music’s Hometown Glory report, published today, shows the West Midlands welcomed 1.4m music tourists, supported 4,550 jobs, and generated revenue of £550m.
“Birmingham City Council, West Midlands Combined Authority, and West Midlands Growth Company now have a golden opportunity to commit resources towards identifying and maximising further ways to work with and support hospitality, music, and the NTE in the city and region.
“We look to those agencies and organisations to ensure these vital areas of artistry and commerce are included in all future city planning, and call on our political and business leaders to work more closely with the industry and industry bodies to adopt our recommendations and develop more effective ways of working together to grow the region’s music tourism.