Question to the Department for Digital, Culture, Media & Sport:

To ask the Secretary of State for Culture, Media and Sport, what steps she is taking to promote (a) Sutton Coldfield (b) the West Midlands as destinations for British holidaymakers.

DCMS recognises the contribution of the West Midlands, and the constituency of Sutton Coldfield, to the visitor economy. The region's attractions, from Sutton Park to the Black Country Living Museum, and its reputation in hosting major events, including the upcoming 2026 European Athletics Championships, all contribute to local job creation and economic growth.

Screen tourism is also a powerful driver of the West Midlands' visitor economy, with major global hits such as Peaky Blinders providing invaluable global marketing for the destinations. To tap in to screen tourism, and drive more inbound visits across Britain, VisitBritain launched a global screen tourism campaign ‘’Starring Great Britain’’ in January 2025. The campaign uses the country's rich film and television history as a hook to inspire visitors to explore diverse and often rural destinations. The launch was supported by a wider advertising campaign across the UK’s largest and most valuable inbound visitor markets including Australia, the Gulf Co-operation Council countries, France, Germany and the USA.

The West Midlands is also represented in the joint industry and Government-led Visitor Economy Advisory Council, through membership of the Mayor of the West Midlands Combined Authority and the Chief Executive of the West Midlands Growth Company. In this way the views of the West Midlands help to inform and shape Government policy and the forthcoming sector growth plan which will set out a long term plan to increase visitor flows across the UK, boost value, and deliver sustainable growth. I work closely with the Mayor of the West Midlands and recently met with them to discuss tourism.