As well as hearing from Claudia Meola, senior account manager at Booking.com, the session also focused on how the region can respond to demand through stronger collaboration, better use of data, and a more coordinated approach to promoting Coventry & Warwickshire as a visitor destination.
Paul McMahon, director of Destination Coventry, said the group is entering a new phase of joined-up working across the sector.
He said: “It’s been an incredibly busy period for us, we now have four new associations up and running, all designed to strengthen the visitor economy and bring the sector together.
“This is about building a more joined-up, collaborative approach to tourism in Coventry and Warwickshire, and creating real momentum that benefits every part of the industry.
“It was great to hear that hotel bookings are ahead of this time last year, which is exciting news for the individual businesses but, also, the wider visitor economy.”
He added that improving coordination and making better use of shared tools will help the region capitalise on rising demand identified by Booking.com.
This comes at a time of significant investment in Coventry, particularly through the City Centre South regeneration scheme.
Adam Hunt, Strategic Lead – Property and Development at Coventry City Council, outlined the scale of the project, stating: “City Centre South is the most significant regeneration project Coventry has seen in decades. We’re transforming a declining part of the city into a vibrant, mixed-use neighbourhood where people will live, spend time, and contribute to a thriving city centre.”
The £450 million residential-led redevelopment will deliver 1,575 new homes, including 20 per cent affordable housing, alongside wider public realm improvements designed to support the nighttime economy and increase footfall.
Paul added: “Regeneration is essential to the strength of the city. It drives the visitor economy and becomes a self-fulfilling cycle; the more we invest, the more we succeed. Ultimately, it’s key to creating a competitive destination and a viable, growing hotel market.”
The meeting, which took place at the Holiday Inn Coventry M6 JCT 2, also highlighted the growing importance of sport-led tourism and international visibility, particularly through Coventry City Football Club’s expanding global reach.
Paul Michael, chair of the Destination Coventry board and managing director of Coventry Building Society Arena, said: “The Premier League has the potential to be a true game changer for Coventry. It’s not just about football, it’s about global visibility, increased visitor demand, and a shift in how people engage with the city.
“From broadcast exposure to international fans and commercial opportunities, this will have a direct and meaningful impact on hotels, hospitality, and the wider visitor economy.”
The association emphasised the importance of collaboration across organisations to ensure Coventry and Warwickshire can compete more effectively with larger UK cities.
Faris Thowfeek, newly appointed chair of the Coventry & Warwickshire Convention Bureau, concluded: “With major developments, increased demand, and stronger collaboration through this association, we can reposition ourselves, grow revenue, and present the region as a competitive destination for visitors and business alike.”
Businesses interested in taking part in future sessions or contributing to the group’s work are encouraged to contact Destination Coventry.
