Opportunity Details

PQ0532 Consultancy Support for History & Heritage Tourism Product Development for the Coach and Group Market

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PQ0532 Consultancy Support for History & Heritage Tourism Product Development for the Coach and Group Market

Birmingham City Council (BCC) would like to support the development of Birmingham's tourism attractions and experiences, with a particular focus on heritage and the city's unique stories.

To deliver this there is a requirement for a tourism specialist with extensive experience of working in the sector, supporting businesses to develop bookable products for the coach and group market; and to provide training in marketing and storytelling.

BCC is a partner in the Birmingham, Solihull and Black Country Local Visitor Economy Partnership and there is an existing travel trade development programme that our visitor economy businesses can access to support their product development and access to trade partners. This project will complement that activity with a clear focus to become first in class for our city centre and neighbourhoods' coach and group welcome, to drive more visitors to our attractions, and to support the recovery of the coach and group market. This underpins planned future funding to improve coach and driver facilities in the city.

Birmingham has an incredibly diverse, high-quality tourism offer that appeals to many different markets. The vast majority of visitors who visit the city leave with a positive impression, however the proposition and marketing message to visitors has been delivered alongside regional messaging, owing to funding constraints. The Birmingham Visitor Destination Plan 2022-27 has identified 'History and Heritage' as one of the key hero themes where Birmingham is particularly strong in terms of quality and distinctiveness. There is a wealth of unique heritage attractions and experiences that have the potential for growth but are hampered by a low profile outside of the region. This activity will also support the effective promotion of the city and hone its tourism identity - both of which are priorities of the Visitor Destination Plan.

This project is funded by the UK Government through the UK Shared Prosperity Fund.

The consultant/specialist will work with the Council's Tourism Officer to:

  • Identify through a desk-based audit, Birmingham attractions which are working with, or have the potential to accommodate, coach and group business.
  • Provide insight to modern group and coach planners' requirements from a destination, post COVID-19.
  • Identify gaps in the destination's coach offer.
  • Schedule 1-to-1 meetings with the top attractions with coach and group potential to develop their domestic coach and group offer.
  • If they have wider aspirations to work with the travel trade, they will be referred to the existing travel trade development programme workshops and 1-to-1s and take part in the new Visitor Pass.
  • Support businesses in storytelling and marketing their tourism products and experiences to this coach and group market, for the creation of a coach and group section in the regional travel trade guide - this could include working with clusters of attractions...

Additional Text

If you are interested in tendering please click on the following link to access Birmingham City Council's tender Portal.

Delivery Notes


Is a Recurrent Procurement Type? : No

Buyer Contact Name
Salman Al-Rawni
Buyer Contact Address
Corporate Procurement Services
Woodcock Street
B4 7WB
United Kingdom
15/07/2024 12:00
West Midlands
Administrative services related to tourism affairs.
Marketing management consultancy services.
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Birmingham City Council