West Midlands Growth Company and The Welcome People to deliver a first-class visitor experience this summer

Visitors to the West Midlands are set to receive a blinding welcome this summer, with the launch of the People Powered Visitor Engagement programme.

Designed to support the region in preparation for the Birmingham 2022 Commonwealth Games and its anticipated 1.2 million visitors, the programme was introduced at the Birmingham 2022 Festival - one of the largest ever cultural programmes to surround the Commonwealth Games.

Created by the Business and Tourism Programme (BATP) and delivered with The Welcome People, the People Powered Visitor Engagement programme will see a host of mobile information units introduced at key locations throughout the region to ensure visitors have everything they need to fully experience all that the West Midlands has to offer.

Those visiting the region will be treated to a blinding welcome as they are greeted by the expert team, who will be easily identifiable in their 1920’s style 3-piece tweed suits, inspired by the look of the Peaky Blinders - Birmingham’s most famous street gang.

The team will use their extensive local knowledge and in-depth training adapted from the Getting Games Ready programme, including the internationally recognised ‘Welcome Host’ module, to recommend attractions and experiences, travel information, directions and ticket sales to extend dwell time and deliver an outstanding visitor experience. Launched in January, Getting Games Ready has 7,000 free places available to tourism businesses across the West Midlands.

The programme comes at an important time for the region as it takes its place on the world stage and looks to maximise the opportunities and long-term economic legacy the games present.

Minister for Sport and Tourism, Nigel Huddleston said: "This fantastic programme will showcase the best this brilliant region has to offer and ensure a world-class welcome to thousands of tourists in an unforgettable summer of sport and culture."

Becky Frall, Head of Tourism at the West Midlands Growth Company said: “We’re delighted to launch the People Powered Visitor Engagement programme. As excitement builds in the lead up to the Games, our new mobile information hubs and information staff will ensure visitors receive a warm welcome upon arrival and a memorable experience throughout the duration of their stay.  

“While encouraging footfall across the breadth of our venues, attractions and eateries, our tweed-clad staff will also pay tribute to the Birmingham-borne, hit TV series Peaky Blinders, which continues to capture audiences worldwide.

David Miller, CEO at The Welcome People, said: “We’re proud to be supporting the BATP on this new programme. The West Midlands is steeped in history, arts and culture. Not only is it hosting Birmingham 2022 Commonwealth Games, home to Coventry, the UK City of Culture 2021 and 11 Michelin starred restaurants, but it is renowned as the birthplace of Shakespeare, Cadbury’s chocolate, the Industrial Revolution and the Birmingham Royal Ballet. Visitors will be spoilt for choice and it is our job to help them make the most of their visit.”

The Welcome People will support the Birmingham 2022 Festival, a six-month celebration of culture in the West Midlands. It will be the biggest celebration of creativity ever seen in the region and one of the largest ever cultural programmes to surround the Commonwealth Games. There will be over 200 events and projects that shine a light on everything from music, dance and photography to theatre, crafts and digital art. From now until the final event in September, the festival will put Birmingham’s talent, heritage, ambition and diversity on a world stage.  

The Welcome People was established by David Miller and Calvin LaCock in September 2011 and since then has become one of the country’s leading visitor welcome agencies. Their success has seen them expand on their original remit of just London to cover the whole of England.