The West Midlands is set for a boost of up to £20million to its visitor economy thanks to a huge July weekend of cultural and sporting events, according to new research by the West Midlands Growth Company.

As many as 300,000 culture, sport and food fans are expected in the West Midlands at the start of the month, giving a much-needed shot in the arm for the region’s hospitality venues. Fans will visit the region to enjoy high-profile, sold-out music dates such as Black Sabbath’s Back to the Beginning festival (5 July, Villa Park, Birmingham) – dubbed ‘the greatest heavy metal show ever’ as Ozzy Osbourne performs for the final time – and Jeff Lynne’s ELO: The Over and Out tour (5-6 July, Utilita Arena, Birmingham).

Other major events include the eagerly anticipated Men’s Second Test between England and India (2-6 July, Edgbaston Stadium, Birmingham); the Godiva Festival (4-6 July, War Memorial Park, Coventry); and the Colmore Food Festival (4-5 July, Victoria Square, Birmingham).

Hotel occupancy in Birmingham city centre is anticipated to surge close to 90% (89%), significantly higher when compared with the first Saturday in July 2024 (52%), as visitors travel from the UK and abroad to enjoy the West Midlands’ events calendar. Figures from STR also suggest that Birmingham’s hoteliers will enjoy increased occupancy levels for the first three weeks in July, in contrast to 12 months earlier.

The West Midlands’ ‘Summer Starts Here’ campaign will use July’s historic cultural events to transform perceptions of the region on the global stage, showcasing its pioneering, creative and dynamic spirit. The West Midlands can lay claim to the invention of heavy metal music, more Michelin-starred restaurants than any other English regional city and several iconic international sporting venues, including Molineux, The Belfry and the Sandwell Aquatics Centre. ‘Summer Starts Here’ will promote these events, hospitality and experiences through a Birmingham-wide, out-of-home advertising campaign and across Visit Birmingham’s social media channels.

The region’s busy month of events continues with Stevie Wonder’s Love, Light & Song concert (7 July); the Birmingham Cocktail Weekend (10-13 July); England Women’s IT20 cricket fixture against India (12 July); Mostly Jazz Funk & Soul Festival (11-13 July); Birmingham Jazz & Blues Festival (18-27 July); and Sandwell Mela (19-20 July).

For more information about Birmingham and the West Midlands’ tourism offer, what’s on and the ‘Summer Starts Here’ campaign, log on to visitbirmingham.com