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Tourism

Coventry's Tourism Sector Hits Record-Breaking Heights, Supports Over 8,000 Jobs

Strategic Insights

— 2 min read

The city's visitor economy has enjoyed a record-breaking year, with £922.9 million in value generated in 2024, a 3.6% increase on the previous year's total of 11.8 million visitors. This growth has seen the sector support over 8,000 jobs and drive confidence and investment across the city. The data highlights a 14% rise in the value of overnight stays and a continued focus on food and drink businesses, which make up 33% of all direct expenditure. The tourism sector is playing a crucial role in Coventry's economic growth, with the city's accommodation stock set to expand by 5% in the coming years.

Key Takeaways:

  • The value of Coventry's visitor economy hit a record £922.9 million in 2024, a 3.6% increase on the previous year.
  • 11.8 million people visited Coventry in 2024, with the sector supporting over 8,116 jobs.
  • Food and drink businesses are the largest contributor to Coventry's visitor economy, making up 33% of all direct expenditure.
  • Retail represents a further 29% of all direct expenditure, highlighting a trend in the wider West Midlands.
  • Visitor spending patterns show a 14% rise in the value of overnight stays, with day visits making up 88% of total trips.
  • Destination Coventry has launched a refreshed marketing model, bringing together partners to deliver collaborative, targeted marketing campaigns.
  • The DMO has invested in new SEO-focused websites for leisure and business audiences, aimed at attracting more visitors.
  • Councillor Jim O'Boyle highlights the importance of the tourism sector, supporting a wide range of sectors and providing good jobs for local people.
  • Paul McMahon, Managing Director of Destination Coventry, notes the unprecedented growth of the visitor economy, attributing it to the dedication of partners across the city.
  • Corin Crane, chief executive of the Coventry and Warwickshire Chamber of Commerce, praises the growth in Coventry's visitor economy, citing the need for continued investment in first-class marketing assets and new business support models.

Statistics:

  • £922.9 million: the value of Coventry's visitor economy in 2024.
  • 11.8 million: the number of visitors to Coventry in 2024.
  • 8,116 jobs: the number of jobs supported by the tourism sector in Coventry.
  • 14%: the rise in the value of overnight stays in 2024.
  • 88%: the proportion of day visits to total trips.
  • 33%: the proportion of direct expenditure accounted for by food and drink businesses.
  • 29%: the proportion of direct expenditure accounted for by retail businesses.

Sources:

  • "Economic Impact Report on Tourism in Coventry" (commissioned by Destination Coventry and West Midlands Growth Company, formulated by Global Tourism Solutions using its STEAM model).
  • Statement from Councillor Jim O'Boyle, cabinet member for jobs, regeneration and climate change at Coventry City Council.
  • Statement from Paul McMahon, Managing Director of Destination Coventry.
  • Statement from Corin Crane, chief executive of the Coventry and Warwickshire Chamber of Commerce.
  • City of Coventry Tourism in Coventry press release (January 2025).

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