Birmingham and the West Midlands is being positioned as a premium, experience-led destination for incentive travel through a new initiative delivered in collaboration with Birmingham and the West Midlands Convention Bureau on behalf of West Midlands Destination Development Partnership (DDP).
Supported by UK Government funding from the Department for Culture, Media and Sport (DCMS) via VisitEngland, the project is designed to attract high-value incentive travel by shaping a compelling regional offer and showcasing it directly to international incentive planners and buyers.
Dynamic, diverse and rich in character, Birmingham and the West Midlands offers all the ingredients required for standout incentive programmes. The region combines industrial heritage and creativity with world-class culture, contemporary venues and distinctive experiences - delivering programmes that surprise, reward and inspire. From Michelin-standard dining in reimagined industrial spaces to adrenaline-fuelled team activities, historic encounters and countryside escapes just minutes from the city, the destination offers incentive planners variety, authenticity and flexibility in one connected region.
“Birmingham and the West Midlands offer a compelling mix of creativity, culture and authentic experiences that truly resonates with the incentive travel market. Our region offers something genuinely different that rewards and inspires. Working with Leopold Marketing on this project allows us to bring partners together to present a confident, joined-up offer to international incentive planners.”
Linda Best, Business Tourism & Events, Birmingham and West Midlands Convention Bureau
At the heart of the project is collaboration. Tourism and hospitality businesses across the region are being brought together to create high-quality itineraries that reflect the full breadth of what Birmingham and the West Midlands can deliver to the incentives market. The initiative supports businesses that already work with incentive groups, as well as those looking to develop or refine their offer for this audience.
Key activity within the programme includes:
- A practical incentive travel masterclass on Tuesday 20 January, helping businesses understand incentive planners’ expectations and how individual products fit into a wider regional proposition
- A curated three-day familiarisation (fam) trip taking place 26–28 March, welcoming hosted incentive planners to experience Birmingham and the West Midlands through a carefully designed end-to-end programme
The project is being delivered by Leopold Marketing, specialists in destination marketing, incentive travel and trade engagement, with a strong track record of developing and delivering high-impact familiarisation programmes, industry education and buyer-facing campaigns. Leopold Marketing has been appointed as delivery partner for its expertise in building compelling destination narratives, curating incentive-ready experiences and connecting destinations with the right international buyers, ensuring the region is positioned confidently and credibly on the global stage.
Leo Lloyd, Managing Director at Leopold Marketing said: “Incentive travel is about delivering experiences that genuinely reward, inspire and surprise - and Birmingham and the West Midlands is a destination with a truly unique offer in this space. This project is a really important step in shaping a clear, confident regional proposition for the incentives market, and we’re incredibly proud to be delivering it alongside the Convention Bureau and regional businesses to help put the destination firmly on the world map for incentive travel.”
By focusing on creativity, collaboration and quality, the initiative aims to reposition Birmingham and the West Midlands as a destination that does things differently - capable of delivering memorable incentive experiences that stay with visitors long after they return home.
Tourism and hospitality businesses across Birmingham and the West Midlands are now invited to apply to take part in the programme and help shape how the region is presented to the global incentives market.
For more information and to register your interest as a tourism or hospitality business in the region, please email katie@leopoldmarketing.com
