The Business and Tourism Programme will build on the profile created by the Games to attract more visitors, trade, events and investment into Birmingham, the West Midlands and the UK. It will concentrate on nations and territories across the Commonwealth, plus the domestic UK market.

The programme is designed to secure more than £650 million of new overseas investment into the UK, and create £7 million of additional export deals until 2027. It is also expected to attract an additional 39,000 visitors to the region and UK until 2027*, with an estimated £12 million in visitor spend. The programme aims to benefit areas outside the West Midlands, across England, Wales, Scotland and Northern Ireland.

Nigel Huddleston, Minister for Sport and Tourism, said: “Birmingham 2022 is a massive investment and tourism opportunity for the UK.

“This programme is designed to ensure that businesses in the West Midlands and across the country can seize this opportunity and capitalise on the profile of the Games and its audience of 1.5 billion people.

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“We want to level-up the country and help the tourism sector bounce back swiftly in the aftermath of coronavirus. This campaign will enhance the global reputation of Birmingham, the West Midlands and the UK as a leading destination for trade, investment and tourism.”

The programme runs from early 2021 until the end of 2023, taking advantage of opportunities before, during and after the Games. Activity will include sales missions, showcase events, marketing campaigns and a media programme. Targeted meetings with investors will take place alongside cultural celebrations.

Showcase events in support of the Queen’s Baton Relay, Expo 2020 Dubai, and UK House during the Games will help to demonstrate innovation and world-leading expertise to a global audience.

Graham Stuart, Minister for Exports, said: “The Commonwealth Games brings so many nations together and allows us to show that the UK is open for business, open to partnerships and ready to act as an independent, global trading hub to boost the economic prospects of Commonwealth partners.

“Birmingham 2022 will boost exports, attract inward investment and give both the Midlands and the rest of the UK the shot in the arm required to recover from the pandemic and create more and better paying jobs over the years to come.”

By showcasing the best of the region and UK, the BATP is anticipated to create some 1,000 new jobs, with up to 600 of these roles based in the West Midlands.

The BATP’s trade and investment strands will focus on four key sectors: data-driven healthcare; creative technologies; future mobility; and modern business services. The UK has been identified as a global leader in each industry, which will help to create new trading relationships and attract overseas investment. The programme will also support sectors including e-commerce and the sports economy.

Cllr Ian Ward, Leader of Birmingham City Council, said: “The Commonwealth Games are much more than eleven days of great sporting action and this programme will come as a timely post-pandemic boost for all sectors of our economy.

“Birmingham is a warm, welcoming city with a great visitor offer and a reputation for staging world-class sporting and cultural events. We have so much to offer the world and, through this programme, we have a fantastic platform to showcase the talents of the people of Birmingham and show off our city to a global audience.”

As the Games approaches, a business readiness campaign will help local hospitality businesses prepare the best welcome. Tourists will be able to use a digital visitor platform and pop-up information sites to enjoy the experiences on offer.

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After the Games, BATP activity will focus on supporting businesses looking to locate here, confirming export contracts, and securing capital investments to cement its economic legacy. Tourists will be encouraged to visit again through targeted marketing activity, while bids to host more sports tournaments and major events will capitalise on the exposure from the Games.

Funding for the BATP comes from central and local government. It comprises £21.3 million announced in the Spring 2020 Budget, and a £2.6 million investment confirmed by the West Midlands Combined Authority in June 2020. There will be opportunities for private sector sponsorship of the programme.

Sarah Phillips, Partner, PwC Midlands, said: “We are proud to be supporting the Birmingham 2022 Commonwealth Games and excited to be working together with the Organising Committee to deliver the Games, and to help build inclusive growth through improved skills, jobs, diversity and social mobility.

“The Games will provide a golden opportunity to transform the Midlands and place a spotlight on the UK, creating jobs and building on the region’s track record in securing international investment, and the Business and Tourism Programme will showcase the vibrant entrepreneurialism and expertise in the region and will help us forge new links with nations around the world. It will also provide us with a unique platform for our business community to capitalise on the global attention.”