The ballot: consultation ongoing ABID funding: Destination
Marketing
Our engagement on the proposed Birmingham Accommodation BID continues with hoteliers and accommodation providers.
Consultation activity is now well underway, with communications remaining open to all eligible voters to ensure everyone has the opportunity to stay informed and involved.
A range of engagement opportunities (both in-person and online) are helping to build a clear picture of sector priorities and ambitions for the future.
Businesses are encouraged to review the information provided, share feedback, and engage with the BID team ahead of the upcoming ballot to help shape the future direction of the sector.
A clear theme emerging through our consultation in the importance of driving overnight stays both for leisure visitors and corporate events – is our city welcome.
Proposed activity from Birmingham Accommodation BID includes an enhanced city welcome and ambassador programme, delivered in partnership with United By 2022. This initiative would harness volunteers to create a world‑class first impression for visitors and showcase Birmingham at its best.
All activity is designed to complement (rather than replace) the work of Birmingham City Council, West Midlands Growth Company, and other city BIDs.
Read below about how United by 2022 volunteers have recently been utilised to deliver a world-class welcome to Birmingham.
Delivering a world-class welcome: Birmingham’s volunteers in focus
Comment by Alex Nicholson-Evans, Birmingham’s City Curator
“It’s been truly fantastic to see the impact of United by 2022 in shaping Birmingham’s visitor experience during major events. For Birmingham Light Festival, the volunteers have been so critical in making visitors feel welcome. Over the last two years of the festival they have received rave reviews through our evaluation surveys – festivalgoers consistently describe them as friendly, helpful and enthusiastic.
For our hoteliers and wider hospitality sector, delivering a warm, confident and coordinated welcome is going to be key to driving repeat visits and strengthening Birmingham’s reputation as a destination of choice. People really do remember the experience of being greeted and supported by someone knowledgeable and enthusiastic.
That coordinated approach is part of what is being highlighted the Birmingham Accommodation BID consultation and it’s a really important ambition. Strengthening how the city presents itself and welcomes visitors will be key to improving our reputation and growing the visitor economy.â€n
Manchester’s ABID in action
The Accommodation BID in Manchester have had a fantastic year attracting major events and conferences to the city in 2025.
New night-time economy report
A plan to revive West Midlands’ night time economy and the overnight accommodation sector
21 conferences have been secured, bringing in an estimated £42.5m and over 40,900 delegates.
Manchester ABID’s 434 Conference Ambassadors also continue to champion the city, helping attract major events.
The Manchester Accommodation BID’s subvention funding has produced an economic impact of £22.4m, yielding a return on investment of £87 for every £1 spent. Thanks to this fund, they have attracted nearly 20,000 delegates to events in Manchester in 2025.
has been unveiled by the region’s mayor, Richard Parker.
The first ever report published by the West Midlands Night-Time Economy Commission has outlined 25 recommendations to help the region’s pubs, restaurants and entertainment venues.
Measure include improving visitor safety, boosting grassroots music venues, restoring night bus services and supporting businesses with costs.
Parker said he welcomed the commission’s vision and ambition and pledged to get to work on implementing the 25 recommendations.
Upcoming consultation meetings
To support our engagement, a series of local neighbourhood consultation meetings are taking place, offering businesses the opportunity to hear more about the proposed ABID and share their views.
All sessions will run from 9.30am – 12.00pm and operate as drop-in events.
15 July – Crowne Plaza
For properties on that side of the city, as well as anyone else who would like to attend.
23 July – Holiday Inn
For businesses located in that area of the city, plus anyone who wishes to drop in.
30 July – Staybridge Suites
For those based on that side of the city, and anyone else who would like to join.
In addition, dedicated one-to-one sessions are available on request for those who would prefer a more tailored discussion. Email joanne.gray@birmingham.staybridge.com to arrange.
All eligible voters are encouraged to get involved, ask questions, and provide feedback to help shape the BID’s priorities ahead of the upcoming ballot.