Waterways Visitor Economy Business Engagement, Support & Development for export

The West Midlands Growth Company (WMGC) supports the creation of new jobs, the expansion of existing businesses and attracts new businesses and investment to the region, aligned to the ambitions set out in the West Midlands Combined Authority (WMCA) Strategic Economic Plan. This project is funded by Visit Britain / Visit England's 'Discover England' programme, which seeks to broaden the reach of international visitors to England through introduction to new markets and development of bookable, commissionable product. It is match funded by project partners. This project has three core aims

a) product development - to increase bookable, commissionable product along the intuitive routes created by the waterways, creating unique, memorable English holidays which encourage repeat visits;

b) market development - to increase the knowledge of, and propensity to visit to England's Heartland through the travel trade supply chain; and

c) economic impact by using the iconic attractions of the Ironbridge Gorge, Shakespeare's Stratford, Warwick Castle, and the waterways as the hook to increase the volume and value of visits across the seasons with Birmingham as the prime international gateway

This project will grow shoulder and low season visits based on a three-model approach to incentivise visits to the region:

1. For narrow boating exploring England's Heartland by canal using the waterway rings as inspiration, with our year 1 partner Drifters, who will work with a ground handler to package narrowboat hire with a selection of additional activities accessed from the canal for the mature experience seekers and outdoor adventurers (March-June and September-October);

2. For walking and cycling along the waterways (high and shoulder season) working in partnership with expert intermediaries offering self-guided (or guided) walking or cycling trails, booking accommodation, providing detailed notes and maps, luggage transfer with itineraries featuring a range of waterside activities which complement a trip to England for our markets.

3. For year-round waterside holidays cultural shortbreaks will attract visitors, and these same waterways will be a key feature for their dispersal.

Itinerary development will encourage extended stay / spend to enjoy a range of active or cultural / heritage activities.

All suppliers must visit and register interest via the In-Tend system prior to submitting the tender.

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