The falling value of the pound against the dollar and the euro has inspired tourism bosses in the West Midlands to target the American, Canadian and German markets early this year.
A massive online promotion will be launched in February aimed at promoting the tourist attractions of the region and the great value for money North American visitors can now enjoy here.
It will be followed up by a campaign in Germany to promote the spending power of the euro against the pound.
“We will be telling the Americans that the dollar-pound exchange rate means they will find it 25 per cent cheaper to come here than it was just two months ago,” said Sam Warnock, head of visitor marketing at Advantage West Midlands, which looks after tourism for the Heart of England.
“We will also be emphasising that accommodation in the Midlands is 20-30 per cent cheaper than in London.”
The US has enjoyed unprecedented visitor numbers from the UK in recent years as the dollar hit its lowest level against the pound for a generation earlier in the year with tourists enjoying almost two dollars to the pound during the summer although this trend has now significantly reversed. The pound has also seen a huge fall in value against the euro in recent months with almost parity between the two currencies in the past week, making a trip to the continent for travellers from the UK the most expensive it has been since the introduction of the euro.
Mr Warnock said the organisation was currently a partner with other tourism organisations on a Visit Britain website entitled “Be a Bit Different”.
“But in February we will be taking over the whole of the website to launch our campaign in the USA and Canada,” he said.
“We obviously want to attract as many American tourists as we can but realistically Canada is looking more of a growth market because the Canadian dollar is currently healthier.”
A second online promotional campaign will be launched in the New Year aimed at pulling in more visitors from Germany.
“Germany is the biggest European market for tourists to the West Midlands and it is important to maintain the momentum,” said Mr Warnock.
This year also sees the region celebrating a host of anniversaries.
These include the 200th anniversary of the birth of Charles Darwin in Shrewsbury, the 250th anniversary of the opening of the Wedgwood factory in Stoke-on-Trent and the 300th anniversary of the birth of the industrial revolution in the Midlands.
It is the 50th anniversary of the birth of the iconic Mini as well as the 100th anniversary of the Morgan sports car.