Thousands of International Visitors to Descend on Birmingham

June 3 2009

Despite the challenging conditions currently affecting the global economy, thousands of visitors from all over the world will descend on Birmingham in June to attend one of the biggest conventions to be held in the UK for 20 years.

More than 18,000 people from 151 different countries have already registered to attend the 100th Rotary International Convention, taking place at The NEC from 20 – 24 June and pre-convention Peace Symposium, which will be addressed by Nobel Peace Prize laureate Archbishop Desmond Tutu.

The convention, secured for the city by the host club the Rotary Club of Birmingham, Marketing Birmingham in partnership with Birmingham City Council, The NEC Group and supported strongly by Advantage West Midlands, , is expected to attract up to 20,000 people and generate an estimated £19.5m for the regional economy. More than £2.5 million worth of business has already been placed with local businesses through Birmingham Convention Bureau and the Host Organising Committee alone, in hotel bookings and event tickets.

Neil Rami, Chief Executive of Marketing Birmingham said: “We are well on track to reach the 20,000 target and possibly even exceed it. Once you factor in those people who will bring partners with them and those who will extend their stay to make the most of the several thousand mile trip, this really is major news for the city and region.

“Rotary International is a very influential organisation and many of its members are international business leaders, opinion formers and decision makers. To have these people gather in Birmingham during such challenging times is a real opportunity to showcase the city, change perceptions and position Birmingham as a top city for business and leisure.”

Birmingham is pulling out all the stops to welcome Rotarians and encourage them to explore the city and region during their stay.  One highlight of the social programme will see a host of cultural performances and special events staged in the city centre’s public squares for visitors to enjoy.

Rotary is an organisation of business and professional leaders who provide humanitarian service and help to build goodwill and peace in the world. There are 1.2 million Rotary members in about 33,000 Rotary clubs in more than 200 countries and geographical areas. The convention was last held in Birmingham in 1984.

Brian Fuller CBE, Chairman of the Host Organising Committee said: “It is a tremendous honour for us to host such a high profile and important event as the 100th Rotary convention. This global gathering of business and professional leaders will exchange ideas and exhibit projects that reflect our organization’s commitment to promoting peace, and to addressing such critical issues as hunger, poverty, disease and illiteracy.”

Rotarians bring boost to city centre hotels

Birmingham’s city centre hotels enjoyed a massive boost in occupancy levels and income thanks to the Rotary International Convention coming to the city, according to independent research. Occupancy in the city centre’s hotels rose to 71 per cent during June, according to figures from  marketing specialist LJF Research. This compared with 64 per cent in the previous month and 65 per cent in June 2008.

Meanwhile revenue per available room (revPAR) – one of the hospitality industry standards – in the city centre hotels during June 2009 rose to £49.06, compared with £39.90 the previous month. This was an increase of 23 per cent.

And average room rate, the other main industry indicator, rose by ten per cent from £62.83 to £69.20 over the same period.

Ian Taylor commercial director at Marketing Birmingham, the city’s destination marketing specialist, said: “The figures show how important the Rotary International Convention, which was one of the biggest conventions to come to the UK in two decades, was to the city centre’s hotel sector. The rises in all three indicators in June was down almost solely to influx of some 20,000 Rotarians and support staff into Birmingham.

“These figures indicate just how important large events are to the economy and well being of the city. Over the next few weeks we will see two of the biggest sporting events of the year, the third nPower Ashes Test and Twenty20 Finals come to Edgbaston, attracting thousands of cricket fans to the city. Next year the city will be playing hosts to more major events like the Liberal Democrat and Conservative Party conferences.

“Birmingham’s status as a major events city means that, even in a challenging global economy, investment continues in developing and opening new hotels and venues, demonstrating general confidence in the long term prospects of our visitor economy.”

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