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New plan could make Coventry the go-to location for British tourism


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A new collaboration between Coventry City Council and the Coventry and Warwickshire Chamber of Commerce is set to deliver the city’s destination management and marketing offer.

As part of a two-year proof of concept trial, the new partnership will be established to manage the city’s growing tourism offer and boost Coventry’s reputation as a visitor destination.

Coventry’s visitor economy was worth £594 million in 2019, with over 10 million visitors. The city of Culture will encourage more visitors and staycations. Previous cities that have been City of culture experienced ongoing visitor growth in the years after holding the title. 

The collaboration will also ensure that funding and delivering the city’s tourism and destination offer will be shared with contributions from Coventry City Council and Coventry and Warwickshire Chamber of Commerce, alongside income from commercial activities and access to funding from Central Government and Visit Britain.

Cllr Jim O’Boyle, Coventry City Council’s Cabinet Member for Jobs, Regeneration and Climate Change, said: “Coventry’s reputation as a fantastic place to visit and enjoy has been growing over the last few years, and we have even more exciting things to come as UK City of Culture and a host city for the 2022 Commonwealth Games.

“We anticipate that the City of Culture programme, together with the other great city events that will complement it, will draw additional visitors to Coventry during our year in the spotlight. I’m sure the new Destination Coventry set-up will thrive, and I look forward to seeing just what they can achieve.”

The Council will contribute £466k for 2021–22 activities, followed by a further £420k for 2022–23. This partnership is set to be approved at a meeting of Cabinet member jobs, regeneration and climate change on 30 July 2021.

Louise Bennett, Chief Executive of Coventry & Warwickshire Chamber of Commerce, added: “The Chamber of Commerce is delighted to be working in partnership with our City Council on a new proof of concept Destination Management Organisation, one which delivers on both the City’s Visitor and Business Tourism Strategy and one which is engaged with its local business community. 

“Through this partnership, we will seek to bring more business and leisure tourism to experience everything our great City has to offer.”


Written by: David Watkins

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