From unforgettable graffiti workshops to captivating food tours and artisan glassmaking, a VisitEngland backed project is bringing new ways for visitors to experience the region

Visitors to Birmingham and the West Midlands can now experience the region’s rich culture, creativity, and heritage thanks to an exciting new collection of bookable, immersive experiences.

These fascinating new experiences cover three themes, including food and drink, craft and design, and heritage and culture.

Working with more than 25 businesses across the West Midlands, the project brings together local makers, artists, food producers, and heritage venues to create hands-on experiences that connect visitors to local communities with stories inspired by authentic regional craftspeople and fascinating attractions.

Among them is a guided food tour of Birmingham, a Pre-Raphaelite inspired crafting workshop, an immersive dining experience, and a self-guided street art tour and graffiti workshop.

Delivered by the West Midlands Growth Company (WMGC), with support from Leopold Marketing, the initiative aims to attract visitors by translating the West Midlands’ rich cultural assets into exciting, high-quality, bookable experiences that encourage exploration and deepen visitor engagement.

Many of the experiences are launching now, with more expected to come online over the coming months, including a behind-the-scenes tour of Dudley Canal & Caverns, exploring 450 million years of history; a Peaky Blinders tour at Black Country Living Museum; a fascinating journey through time and the streets of Birmingham with Black Heritage Walks; and sampling crisp wines at Blabers Hall Wine Estate in Warwickshire.

West Midlands Growth Company's Grant Bird is shown back left, with Katie Fittes of Leopold Marketing, along with some of the people behind a host of creative new experiences. | Picture: Carol Bailey, Nurture News Network

placeholder image — West Midlands Growth Company's Grant Bird is shown back left, with Katie Fittes of Leopold Marketing, along with some of the people behind a host of creative new experiences. | Picture: Carol Bailey, Nurture News Network

Together, they form a new portfolio of ‘Signature Experiences’ that help visitors discover the region in a more meaningful way.

A spokesperson at West Midlands Growth Company said: “At a time when both staycations and ‘slow travel’ are gaining in popularity, this project is about showcasing the very best of the West Midlands’ destinations with a curated portfolio of authentic, engaging, and bookable products. By working with local businesses and creatives, we’re creating experiences that give visitors a genuinely meaningful connection to the places they’re exploring.”

Patricia Yates, CEO of VisitEngland, said: “The West Midlands is well known for its culinary, creative, and cultural experiences, so we are excited to support this new project to encourage visitors to come now, stay longer and explore more of the region, delivering further growth for its economy.

“Tourism is about celebrating our rich traditions, discovering amazing adventures and creating lifelong memories. We encourage everyone to go out and enjoy these new ‘Signature Experiences’ and connect with what makes the West Midlands so special.”

Leopold Marketing’s Leo Lloyd added: “What’s exciting is the diversity of what’s coming through – from food tours to heritage craft and immersive dining. These are the kinds of experiences that people travel for, and Birmingham and the West Midlands has them in abundance.”