A new partnership is set to be formed between tourist board VisitEngland and business chiefs in the West Midlands aimed at boosting the region's visitor economy.
The new so-called Birmingham, Solihull and Black Country Local Visitor Economy Partnership (LVEP) has been created with the investment body West Midlands Growth Company which says it will give destinations a voice at a national level.
The aim is to take on board the views of business on the ground to shape national strategy and activities and then roll them out regionally.
The partnership with VisitEngland will give access to expert advice, dedicated toolkits and training programmes, with the hope of enabling better support for the West Midlands' visitor-facing businesses.
Neil Rami, chief executive of West Midlands Growth Company, said: "The Commonwealth Games in 2022 showed the world just how much the West Midlands has to offer.
"Achieving LVEP status will help us to build that profile even further and to steer the discussions and implement policies that will build sustainable growth for our visitor economy businesses."
Andrew Lovett, chairman of the West Midlands Tourism and Hospitality Advisory Board, said: "This is welcome news for the world-class venues of Birmingham, Solihull and the Black Country.
"Having a say in national policy, and how it is delivered locally, is crucial to ensuring brilliant visitor experiences."
West Midlands Mayor Andy Street added: "It is great news that a new local visitor economy partnership is being formed for the West Midlands.
"Hospitality is one of our region's most important sectors and we are home to a host of internationally recognised cultural assets, from top visitor attractions to important heritage sites.
"Supported by the West Midlands Growth Company, this new partnership will give us an important voice at national level as well as access to the expertise and tools that can attract even more visitors to discover what we have to offer."
