By Gurdip Thandi
The West Midlands visitor economy is expected to swell by up to 拢20 million according to research by the West Midlands Growth Company.
They said as many as 300,000 fans will come to the region at the start of July to give a much-needed shot in the arm for the hospitality sector.
People will enjoy sold-out music shows including Black Sabbath鈥檚 Back to the Beginning festival (July 5, Villa Park, Birmingham) 鈥 dubbed 鈥榯he greatest heavy metal show ever鈥 as Ozzy Osbourne performs for the final time 鈥 and Jeff Lynne鈥檚 ELO: The Over and Out tour (July 5-6, Utilita Arena, Birmingham).
Other major events include the Men鈥檚 Second Test between England and India (July 2-6, Edgbaston Stadium, Birmingham); the Godiva Festival (July 4-6, War Memorial Park, Coventry); and the Colmore Food Festival (July 4-5, Victoria Square, Birmingham).
Hotel occupancy in Birmingham city centre is anticipated to surge close to 90 per cent, significantly higher when compared with the first Saturday in July 2024 (52 per cent).
Figures from STR also suggest that Birmingham鈥檚 hoteliers will enjoy increased occupancy levels for the first three weeks in July, in contrast to 12 months earlier.
Other major events during July include Stevie Wonder鈥檚 Love, Light & Song concert on July 7; the Birmingham Cocktail Weekend (July 10-13); England Women鈥檚 IT20 cricket fixture against India (July 12); Mostly Jazz Funk & Soul Festival (July 11-13); Birmingham Jazz & Blues Festival (July 18-27); and Sandwell Mela (July 19-20).
Councillor John Cotton, Leader of Birmingham City Council, said: 鈥淭he eyes of the world will be on Birmingham for an extraordinary, unrivalled few days of music, sport and foodie events, delivering real-time economic benefits to our local businesses and communities.
鈥淭here is always such a special atmosphere in the city on major event days.
鈥淲e look forward to bringing people together and providing the backdrop for a vibrant celebration of Birmingham鈥檚 culture and heritage, creating more special experiences and memories for our visitors.鈥
Jen Mitchell, Managing Director of Utilita Arena Birmingham and bp pulse LIVE, said: 鈥淲elcoming thousands of fans to the city is what we do best 鈥 but hosting Brummie legends ELO makes this weekend particularly special.
鈥淲ith major moments also happening across the city, from Black Sabbath at Villa Park to the Test Match at Edgbaston, it鈥檚 a real showcase of Birmingham鈥檚 strength as a large-scale live events destination.鈥
And Kelsey Dwyer, Partnerships & Events Manager at Colmore BID, added: 鈥淲e鈥檙e thrilled to bring Colmore Food Festival back to the heart of Birmingham in Victoria Square this July Super Weekend.
鈥淲ith over 30 incredible local food and drink venues, capped menu prices, and a buzzing, family-friendly atmosphere, it鈥檚 the perfect way to soak up the city鈥檚 buzzing atmosphere.
鈥淲hether you want to fuel up before the big gig, soak in the rock 鈥榥鈥 roll vibes or get your metal-inspired face paints, there鈥檚 something for everyone.
鈥淐ome hungry, leave happy 鈥 and don鈥檛 forget to request your favourite metal tune with our on-stage entertainers while you鈥檙e at it!鈥