£271m music tourism profit for Birmingham

£271m music tourism profit for Birmingham

After a year that welcomed McBusted, Take That and One Direction to Birmingham, music tourism has generated £271m for the West Midlands, sustaining 1,232 full time jobs in the region.

The 2016 Wish You Were Here Report from UK Music revealed a £7m increase in the sector when compared with 2014.

Comparing year on year figures (2014 and 2015) the concert industry in particular saw a noticeable growth in the number of West Midlands music tourists with 230,000 more travelling to venues in the region.

The most significant growth was the amount spent directly by music tourists in the region, with an 82% increase year on year, the equivalent of £50 million, thanks to purchases including tickets, merchandise, accommodation, and food and drinks.. 

The Barclaycard Arena and Genting Arena in Birmingham, two of the largest venues in the region, attracted over a million people in 2015, with performances from some of the biggest artists in the world including Lionel Ritchie, McBusted, Take That, Florence + The Machine and One Direction.

The Script’s concert in February 2015 hosted the single, largest audience capacity of the year, hosting 15,443 concert goers in one night.

General manager of the NEC Group Arenas, Guy Dunstan, said: “The results from the UK Music report tally with a noticeable growth in arena enquires from promoters; Birmingham is an attractive routing destination for the domestic touring market as well as international artists and their promoters, bringing with them great benefits to the West Midlands economy.”

Emma Gray, director of marketing and communications at Visit Birmingham, added: “With an ever-increasing demand for live music and a healthy number and variety events already booked for 201617, we’re hoping for another strong year for the NEC Group Arenas.”

"Birmingham received 1.1 million international tourists in 2015, largely fuelled by the strength of its arts and culture.

“This report confirms just how much music tourism can boost local employment and stimulate the wider economy."


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