Focusing on diversity, the Birmingham Commonwealth Games 2022 is becoming known as the ‘Games for Everyone’, as Birmingham is truly a global city, being home to people from more than 180 countries.
It is estimated that 1.5 billion people will tune in to the Games taking place between 28 July–8 August 2022. Birmingham 2022 gives us a fantastic and valuable opportunity to highlight Britain’s outstanding tourism offer, keeping the UK front-of-mind to drive future trips as well as providing a boost for tourism businesses once people can start travelling again. Our research has shown that there is pent-up demand for travel.
To capitalise on this, we are working with the West Midlands Growth Company to develop a two-year campaign to convert inspiration to visit in to bookings, to drive visitors to explore more of the country, stimulating spend in the tourism sector in the lead-up to the games and beyond. The campaign will target our key Commonwealth markets - Australia, Canada and India - which are some of our largest and most valuable markets. We have a long-standing and strong in-market presence, networks and partnerships across these countries.
Activity will range from content partnerships with media, to training and engagement with in-market travel trade and always-on activity on our social media channels to boost awareness of the regions' tourism offering through both B2B and B2C channels.
By leveraging key milestone events in-market and working with Government partners, stakeholders, travel trade and media we will ensure the widest reach.
The 2022 Games also provide us with wider opportunities to promote Global Britain, our messages of welcome and reassurance and demonstrate Britain’s ability to host sporting events of the highest calibre, as well as a valuable chance to promote our hospitality and highlight and boost local businesses. The recently published UK Government’s ‘Tourism Recovery Plan’ includes the ambition for the UK to be ‘the world’s meeting place’ and highlights the Games as a key opportunity to promote the UK as the leading destination for world-class events.
We have seen the positive impact that major sporting events such as the London 2012 Olympic and Paralympic Games and the Glasgow 2014 Commonwealth Games can have on a country’s international standing. Following the London 2012 Olympics and Paralympic Games Britain’s overall ‘nation brand’ improved, so did international perceptions of our welcome.