Event highlights the need for a partnership and collaborative approach for tourism in Coventry and the wider region

Hundreds of tourism leaders from across Coventry and Warwickshire heard about ambitious plans to bring more major events to the region – and learned how the sector’s future will be supported by a relaunched destination management organisation (DMO).

More than 250 representatives from the sector gathered for the relaunch of Destination Coventry at Coventry Building Society Arena.

The event saw the introduction of new looks for the DMO’s two consumer facing brands Visit Coventry and the Coventry & Warwickshire Convention Bureau, which represent the leisure tourism and business tourism markets respectively.

Cllr Jim O’Boyle, Cabinet Member for Jobs, Regeneration and Climate Change at Coventry City Council, who opened the conference, said: “Coventry is an incredible place, steeped in history and full of amazing attractions.

“It’s potential to be a world class tourist destination remains untapped and that’s why I’m pleased to see the relaunch of Destination Coventry, Visit Coventry and the Coventry & Warwickshire Convention Bureau

“The work of these organisations, supported by partners such as the City Council, will be key to putting this city on the map. I look forward to working with all our partners to ensure that people across the nation understand what our city has to offer.”

A refreshed website, commercial model and partnership benefits programme was showcased for an evolved Visit Coventry, before the new brand was unveiled for Coventry & Warwickshire Convention Bureau – which will support the growth of conference, exhibition and meeting venues in the region.

Paul McMahon, Managing Director of Destination Coventry, highlighted the need for a partnership and collaborative approach for tourism in Coventry and the wider region.

He said: “We have a unique opportunity here to refocus the future of our visitor economy. It is going to take collaboration, resilience and a shared position to make this happen.

“The region needs a connected approach to produce a more powerful voice, positioning Coventry and Warwickshire as a leading world class destination.

“Our relaunch is a response to the needs of the market, repositioning our offer and ensuring we are leading the future of destination marketing.”

Plans were also highlighted for a reimagined visitor guide, MICE guide, long-term tourism strategy for Coventry, and a new hotel and venue network as part of the Convention Bureau.

Other speakers across the day included Becky Frall, Head of Tourism at West Midlands Growth Company, who spoke about the joined up regional approach to tourism under the West Midlands Destination Development Partnership.

The event then turned to understanding the landscape of major events and sports, with a focus on how Coventry can attract more events and opportunities through greater collaboration.

Amy Tilley, Major Events Advisor at UK Sport, discussed the national approach to bringing in multi-sport events, before Professor Jonothon Neelands, Academic Director for Cultural Partnerships at University of Warwick outlined potential strategies to attract events to the region.

Professor Neelands spoke about the power of events, but also the strength of partnership working in attracting major events. He said: “In order to be successful you must build, maintain and sustain partnerships – and foster collaboration among stakeholders.

“It all depends on the power of partnerships.”

Delegates then had the opportunity to hear from British sprinter and bobsledder Joel Fearon, a two-time Olympian and Bronze medallist from Coventry, about the impact events had on him as an aspiring athlete.

Fearon sat down with event host Corin Crane, Chief Executive of Coventry & Warwickshire Chamber of Commerce, to discuss his career and inspirations.

The event in the Dhillon’s Lounge at the Arena closed with a panel session featuring key figures from across the region’s tourism sector

The panel included Paul Michael, Managing Director of Coventry Building Society Arena and Chair of Destination Coventry, David Nuttall, Strategic Lead – Culture, Sport and Events at Coventry City Council, Paul Bartlett, Director at Warwick Conferences and Becky Frall, Head of Tourism at West Midlands Growth Company.

Discussions focused on Coventry’ biggest strengths and challenges in attracting major events and developing the tourism offer, the importance of collaboration to securing events, and the impact of the West Midlands’ regional approach to tourism.

Visit the new Visit Coventry website at www.visitcoventry.co.uk. Discover the future of business tourism in Coventry and Warwickshire through the new convention bureau website at www.visitcoventry.co.uk/meetcoventryandwarwickshire/