Markets and shopping boost visitors numbers.
New figures released by Expedia.co.uk reveal that Birmingham is the fasting growing Christmas and New Year’s Eve destination for 2013-14, with the world’s largest online travel agent seeing bookings to the city increasing by 118% for the festive period.
The boost for Birmingham follows recent statistics from the UK’s hotel booking service LateRooms.com, which showed a 24% increase in bookings to Birmingham’s hotels over the past four months. The figures come on the back of the city receiving glowing praise from a number of influential, international publications including New York Magazine, which encouraged its readers to go to ‘Birmingham Instead of London’, and China Daily.
Birmingham boasts the largest authentic German Christmas market outside of Germany and Austria, along with a retail scene to rival the best in Europe – and Brits are heading to the Midlands rather than travelling to the Continent to get their fix of bratwurst, Gluhwein and festive shopping.
Emma Gray, director of marketing services at Visit Birmingham, the city’s leisure tourism programme, said: “Birmingham’s festive offer grows stronger every year, with a record number of visitors tempted by the city’s unbeatable shopping scene, great selection of restaurants, affordable hotels and magical Christmas events.
“News that travel bookings to the city are on the rise is fantastic and we look forward to welcoming even more people to Birmingham to enjoy more fun-filled festive frolics.”
David Whitley, head of marketing at London Midland, confirmed that activity across the train company’s routes mirrored Expedia’s figures. Whitley said: “Birmingham is definitely a popular place to visit this season. Last week London Midland saw record-breaking numbers for people travelling by train around the West Midlands.”
Andy Washington, managing director of Expedia.co.uk, added: “The Christmas and New Year period is always an extremely popular time for travel and this year will certainly be no exception with people making the most of their extended break. It appears that Birmingham’s German market and great shopping options in the city are quickly becoming central attractions in the annual Christmas calendar.”
Birmingham’s festive campaign ‘Christmas now trending in Birmingham’ is designed to encourage visitors to spend a weekend break in Birmingham during Christmas and New Year.
A dedicated section of the Visit Birmingham website, visitbirmingham.com/christmas, has been set up to guide visitors around the seasonal activities and events. The campaign is supported by London Midland, Retail Birmingham, Southside BID and Jewellery Quarter BID.