Tourism in Coventry enjoyed a record-breaking year as the value of the city’s visitor economy hit £922.9 million in 2024.
More than 400,000 additional visitors flocked to the city as the sector saw strong growth for a fourth successive year.
New research shows that 11.8 million people visited Coventry in 2024, an increase of 3.6 per cent on the previous year, with the total value of the visitor economy rising by £67.9 million to a new record high.
The sector now supports 8,116 jobs and continues to drive confidence and investment across the city, including a pipeline of new accommodation projects that will expand Coventry’s bed stock by five per cent.
Growth has continued across all key metrics, with a 14 per cent rise in the value of overnight stays, while day visits continue make up 88 per cent of total trips.
Visitor spending patterns highlight that food and drink businesses remain the largest contributor to Coventry’s visitor economy, equating to 33 per cent of all direct expenditure, with retail representing a further 29 per cent.
This goes against trends in the wider West Midlands which sees retail as the biggest contributor.
The data has been revealed in an economic impact report on tourism in the city, which was commissioned by destination management organisation Destination Coventry, in partnership with West Midlands Growth Company.
The report has been formulated by Global Tourism Solutions using its STEAM (Scarborough Tourism Economic Activity Monitor) model.
Destination Coventry, which includes brands Visit Coventry and the Coventry & Warwickshire Convention Bureau, delivers destination management and marketing to grow and support the visitor economy in Coventry.
The DMO launched a refreshed marketing model in late 2024, following the appointment of new managing director Paul McMahon, to support the continued growth of the visitor economy.
The organisation is bringing together partners from across the sector to deliver collaborative, targeted marketing campaigns aimed at attracting more visitors, supported by a suite of new SEO-focused websites for leisure and business audiences.
Paul McMahon, Managing Director of Destination Coventry, said: “It’s fantastic to see the visitor economy in Coventry continue to rise and hit new heights, with another record-breaking year reflecting the dedication of partners across the city.
“Over the past 12 months we have been working hard to the lay the foundations for further growth by developing new marketing models, strengthening collaboration and ensuring we are delivering impactful work to support businesses across the visitor economy.
“We will continue to work with partners across the city to ensure tourism remains a key driver of jobs, investment and growth for businesses.”
Councillor Jim O’Boyle, cabinet member for jobs, regeneration and climate change at Coventry City Council, said: “The tourism sector is really important – supporting a wide range of sectors and providing good jobs for local people. It’s great news that Coventry has yet again achieved record-breaking numbers for tourism.
“It’s especially pleasing to see that visitors are staying longer and spending more money while they are here.
“The city centre is undergoing massive change at the moment – change that will ultimately be really good for businesses and for visitor experience, so our ambition working with partners like Destination Coventry is that this area continues grow.”
Corin Crane, chief executive of the Coventry and Warwickshire Chamber of Commerce, said: “It is fantastic to see further growth in Coventry’s visitor economy. We’re no longer a well-kept secret and as we continue to invest in first class marketing assets and new models of business support, we know these numbers will keep getting stronger and the positive growth will continue.”