VisitEngland backs new bookable West Midlands experiences

VisitEngland is supporting a new set of immersive visitor experiences across Birmingham and the West Midlands, with more than 25 local businesses involved. The project is meant to help visitors stay longer, explore more and connect with the region’s food, craft, heritage and culture.

Why it matters: - The West Midlands is packaging its cultural assets into bookable experiences designed to draw visitors, extend stays and boost the local visitor economy. - The new offer targets the growing demand for staycations and slow travel with hands-on activities tied to local businesses and places. - The portfolio gives Birmingham and the wider region a stronger way to compete for experience-led tourism.

What happened: - VisitEngland is backing a new project in the West Midlands that brings together artisans, restaurants and attractions. - The initiative is delivered by the West Midlands Growth Company, with support from Leopold Marketing. - More than 25 businesses across the West Midlands are involved. - The project has created a new portfolio of Signature Experiences, with a booking link provided in the source release. - Many experiences are launching now, with more expected over the coming months.

The details: - The experiences are grouped into three themes: food and drink, craft and design, and heritage and culture. - The lineup includes a guided food tour of Birmingham, a Pre-Raphaelite-inspired crafting workshop, an immersive dining experience and a self-guided street art tour and graffiti workshop. - A first-of-its-kind collaboration between The Tufting Spot and Birmingham Museum & Art Gallery will let visitors view Birmingham’s Pre-Raphaelite collection and then create a textile piece inspired by the artwork. - The museum experience includes access to artworks not currently on public display. - Living For The Weekend is already offering a guided food tour that takes visitors through six independent venues across Birmingham in one afternoon. - The food tour combines tastings with storytelling and highlights Birmingham’s culinary identity, from historic pubs to contemporary food culture. - GULP is offering small-group immersive dining experiences that mix food, storytelling and sensory design. - Rosewindow Studios at Ruskin Glass Centre in Stourbridge is offering a stained-glass masterclass led by a master craftswoman. - The stained-glass experience is designed to connect visitors with the Black Country’s industrial heritage while teaching a practical craft. - In Digbeth, visitors can join a graffiti artist-led experience that combines a self-guided street art tour with a workshop led by David “Panda” Brown. - Brown is a commercial artist with Hollywood film credits, including set art for Beetlejuice II and Ready Player One. - More experiences are coming, including a behind-the-scenes tour of Dudley Canal & Caverns, a Peaky Blinders tour at Black Country Living Museum, a Black Heritage Walks journey through Birmingham, and wine tasting at Blabers Hall Wine Estate in Warwickshire. - The Dudley Canal & Caverns tour will cover 450 million years of history.

Between the lines: - The project turns regional culture into a packaged product that is easier for visitors to buy and experience. - That matters because experiential tourism tends to favor local operators, smaller venues and longer stays. - The emphasis on authenticity and local storytelling suggests the region is trying to move beyond standard sightseeing. - VisitEngland’s support also signals confidence that the West Midlands can grow through niche, place-based tourism rather than broad mass-market offers.

What's next: - More of the Signature Experiences are expected to come online over the coming months. - The project’s partners will continue rolling out new bookable products tied to local culture, craft and heritage. - The West Midlands Growth Company says the aim is to give visitors a more meaningful connection to the places they explore. - VisitEngland is encouraging visitors to try the new experiences, stay longer and explore more of the region.