Hoteliers report an ace summer in Birmingham
THE city’s hotels enjoyed summer occupancy rates of 75 per cent, the best for this time of year since records began in 2003, according to a new report.
New research says hoteliers saw year-on-year occupancy rises in June 2017 of three per cent and two per cent in both July and August.
The data comes from the new research published by the West Midlands Growth Company’s Regional Observatory and STR Global.
Revenue per available room (RevPAR) also rose to £48, a £4 increase on the average figure recorded in summer 2016.
Among the events contributing to Birmingham’s summer growth included a number of international sporting fixtures.
Five matches of the 2017 ICC Champions Trophy were staged at Edgbaston Stadium, with the India v Bangladesh semi-final attracting a crowd of 24,340, the highest crowd for any match in the tournament.
The ground also played host to 70,000 spectators, including two sell-out days, for the country’s first day/night test match between England and West Indies.
In June, Edgbaston Priory Club again hosted the pre-Wimbledon Aegon Classic tennis tournament and fans of athletics said goodbye to Sir Mo Farah at the Müller Grand Prix in August where he ended his track career.
Birmingham City Council leader Coun Ian Ward said: “These recordbreaking figures outline Birmingham’s growing popularity as a tourist destination.
“People enjoy coming to Birmingham for major events and importantly many of them come back time and time again.”
Other major cultural events in the Birmingham area over the summer included The Big Sleuth public art trail, Dinosaurs in the Wild at the NEC, the Colmore Food Festival and the Custard Factory’s Summer Jam.
Emma Gray, director of marketing at the West Midlands Growth Company, added: “Confidence in the region continues to grow which is reflected in the tourism sector with an all-time, seasonal high for our hoteliers and an additional 13 accommodation venues in the pipeline. Looking ahead to 2018, uur visitor offer will be boosted by the launches of Legoland Discovery Centre at Arena Birmingham and The Bear Grylls Adventure at the NEC.
“With the return of the World Indoor Athletics Championships and International Dance Festival Birmingham, there will be something for everyone to enjoy in the region next year.”