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The destination marketing and place branding company CTConsults was commissioned by the West Midlands Growth Company (WMGC) to carry out a “digital visitor loyalty” project for the region as part of the state-funded Business and Tourism Program (BATP).

BATP supports the 2022 Commonwealth Games presentation opportunity in Birmingham to encourage trade, investment and visitors to the West Midlands region and the UK.

A new digital visitor information network that connects the destinations and tourist attractions in the West Midlands through a centralized listing platform.

The platform will offer visitors more opportunities to discover and book cultural, leisure and tourism products through multiple consumer channels.

CTConsults’ handover of the project comes at a critical time for tourism in the area as preparations for next year’s Commonwealth Games and Cultural Festival are well advanced and Coventry recently kicked off its delayed celebrations as the UK City of Culture 2021.

Dan Lukas, Digital Director at CTConsults said, “This is a really exciting time for the West Midlands and it is fantastic to be working with the West Midlands Growth Company to ensure that all destinations and attractions across the region are digitally enabled that they have to have to maximize their own tourist products and offerings.

“The Digital Visitor Engagement work will make it easier for visitors to discover what there is to see and do in tourism at a time when all eyes are on Birmingham and the wider region ahead of the Commonwealth Games next year and beyond.

“This is an opportunity to use digitization in such a way that both direct visitor interaction with individual attractions is promoted and a holistic approach is taken to present the broader range of visitors by reacting to the way visitors are online today research and book through many different digital channels. “

Becky Frall, Head of Visitor Attraction at West Midlands Growth Company, said, “We look forward to working with CTConsults, whose expertise will prove invaluable in providing the digital visitor engagement element of our business and tourism program. This new digital project will lead to transformative ways of interacting with partners in the cultural and tourism industries in our West Midlands destinations.

“By expanding our region’s digital tourism expertise and working together to further the depth of our cultural offerings, we will provide visitors with a seamless experience in finding information and booking events, festivals and performances.

“Tourism brings so many benefits to the West Midlands, from improved quality of life to job opportunities, and this program will add to the long-term resilience of the sector.”