Destination Coventry, the destination management organisation for the city, has partnered with tourism consultancy Tomorrow’s Tourism to develop the long-term action plan, which will help to maximise regional opportunities and support the city’s next phase of growth.
The work will be crucial in raising the profile of Coventry as a key tourism player within the West Midlands, the UK and internationally.
It will inform the future of tourism in the city, identify growth opportunities and the final plan will act as an advocacy document to help regional and national agencies understand the needs and potential of the visitor economy in Coventry.
The Visitor Economy Workshop, which took place at the Telegraph Hotel who sponsored the event, saw organisations across Warwickshire and the West Midlands share their ambitions for growth.
The findings from the session will guide the city’s growth as a visitor destination following its landmark tenure as UK City of Culture 2021 and record visitor numbers with 11.8 million people visiting in 2024.
Ambitions were discussed such as venues working more closely together to share knowledge and enhance the visitor experience, and generating pride over the city’s identity – from its industrial heritage to its role in the birth of 2 Tone, and even the iconic Ring Road – to help raise its profile.
Paul McMahon, Managing Director at Destination Coventry, which includes Visit Coventry as well as the Coventry & Warwickshire Convention Bureau, said: “This is a crucial moment for Coventry’s visitor economy.
“We have a strong story to tell and real momentum to build on and we need to be both bold and strategic in how we move forward, but it’s crucial we do that together.
“This plan will set the direction for our visitor economy for at least the next five years, and it’s vital that it reflects the insight and ambition of our business community, including all the valuable reflections and ideas we heard at our tourism workshop.
“We’re grateful to all our partners who took the time to contribute to this exciting process, including our hosts the Telegraph Hotel who represent the city’s past as a hub for storytelling, as well as its exciting future as a focal point for visitors from across the country and the globe.”
The workshop was chaired by Maureen McAllister and Lucy Dowson from Tomorrow’s Tourism and included input from stakeholders across hospitality, transport, arts, events, and retail to shape Coventry’s future tourism offer, help attract investment, and engage regional and national partners.
