The estimated value in hard cash of Birmingham's most high profile promotional projects is revealed today.
Lifestyle campaigns from Marketing Birmingham look set to boost annual visitor spending by 2008 to the tune of around £12 million, The Birmingham Post understands.
The figure is based on the predicted impact of the organisation's Birmingham Bites food initiative, the recently launched fashion campaign and up-and-coming drives to promote sports, arts and culture. It uses as a base an estimated annual inflation rate of 2.5 per cent.
The city council, which is ploughing £1.968 million into Marketing Birmingham during this financial year, welcomed the boost.
Deputy leader Paul Tilsley said: "The figure reflects the kind of return we expect for our investment, and of course, it will in addition have a positive effect on jobs in the city."
Marketing Birmingham carries out extensive research on the tourism sector, in particular on visitor spending, which provides it with details of the impact of its lifestyle campaigns.
In 2004 the total visitor spend for the city was £1.3 billion: with 30 per cent being spent on retail, 32 per cent on food and drink, 11 per cent on entertainment, 13 per cent on transport and 14 per cent on accommodation.
It was hoped the range of campaigns would boost over-all spending by three per cent above inflation by 2008, a spokeswoman said.
An estimated inflation rate of 2.5 per cent into 2008 would push the baseline spending figure to around £1.4 billion -and an extra three per cent spend on top of that would increase the total 2008 figure by around £12 million.
Marketing Birmingham's latest campaign, based around fashion, was launched by Walsall-born supermodel Erin O'Connor with the aim of establishing Birmingham as a major European shopping destination by 2010.
Dave Hodgson, marketing director, said: "The campaign aims to not only encourage more people into the fashion industry, but to boost the profiles of the existing creative talent here in Birmingham and contribute to the city's reputation as a stylish shopping destination."
It has two core elements - a new range of indulgence shopping weekends and a talent search competition called Rising Stars.
The campaign - which has a budget in 2006/2007 of £200,000 - also aims to deliver benefits not solely to the high end retail sector, but also to the rest of the city - in particular the city's attractions, bars, restaurants and hotels.
Marketing Birmingham plans to generate speciality shopping and family breaks, working with the Jewellery Quarter to attract more visitors and raise the profile of the unique area as well as launching a new Independent Retailer guide to the city.
There are six categories to the Rising Stars competition; Male and Female Models; Photography; Jewellery Entrepreneur, Fashion Student; Fashion Entrepreneur and Schools. Details at visitbirmingham.com/stars.
The organisation has an annual budget of £4.5 million, £1.8 million from commercial income £800,000 from other public funds and the rest from the city council.