West Midlands vs. London: The Benefits of Hosting Your Event Outside the Capital
19 Mar, 2026 - 4 min read
West Midlands vs. London: The Benefits of Hosting Your Event Outside the Capital
When it comes to hosting exceptional business events, the West Midlands is firmly in the spotlight. With more than 81,700 events held annually, over 8.3 million visitors welcomed each year, and £1.9 billion contributed to the regional economy in direct spending in 2022 alone, this thriving region has earned its place as one of the UK's premier business events destinations, and the momentum shows no signs of slowing.
Top reasons for hosting your event in the West Midlands:
Cost saving
Delivering a standout event doesn't have to mean stretching your budget to breaking point. Venues and logistics outside of London are typically more cost-effective, giving organisers greater flexibility to invest in what truly matters; creating a memorable experience without compromising on quality.
Sustainability & logistics
Sustainability is no longer a nice-to-have; it's a business essential. According to a recent report, Solihull ranks among the world's top 10 most improved destinations for sustainability; a compelling credential for organisations with a strong environmental commitment.
Logistically, the West Midlands' central UK location is a genuine advantage. Easier to reach for national audiences, it naturally reduces travel times and the associated carbon footprint, helping align events with wider corporate sustainability goals.
It's worth noting that while London has long been the UK's corporate events powerhouse; home to international conferences and high-end networking dinners, the landscape is shifting. Conference News reports that corporate event bookings in cities such as Birmingham have surged by 89% over the past year, reflecting a growing confidence in regional destinations.
Event expertise
At Cranmore Park, we don't just provide a venue, we bring your vision to life. Our in-house events team is on hand to support you at every stage, whether you're planning a team-building day, a large-scale business conference, an awards ceremony, a trade show, or a networking event. With the space, infrastructure, and expertise to deliver events that leave a lasting impression, we're here to make the process seamless from start to finish.
Centrally located with excellent connectivity to major air, rail, and motorway networks, Cranmore Park also boasts 350 free dedicated car parking spaces and 12 EV charging points.
Regional industry growth
The wider business events sector is thriving. According to the latest Economic Impact Study from the Events Industry Alliance (EIA), the industry generated £11.5 billion in business sales across the UK in 2024, a clear signal of the sector's enduring strength and economic value.
The West Midlands, in particular, is experiencing remarkable momentum. Building on a record-breaking 2024, the region has firmly cemented its position as a leading UK destination for business, tourism, and major events, with continued growth across both the recreation and business sectors in 2025.
Post covid, The West Midlands hosted 81,700 business events in 2022, accommodating 8.3 million visitors, with continued growth seen year on year.
According to data from the West Midlands Growth Company (supported by the West Midlands Combined Authority), which covers Birmingham, the Black Country, Coventry and Solihull, the West Midlands welcomed 101.5 million visitors in 2024, six million more than when it hosted the Birmingham 2022 Commonwealth Games.
Birmingham named UK’s top reginal conference destination
With Birmingham named UK’s top regional conference destination, the Greater Birmingham Chambers of Commerce reports that Birmingham has made a major leap in industry rankings, emerging as the UK’s top regional destination for meetings, according to global events and hospitality data.
“It is tremendous to see Birmingham continue to receive national and international recognition for something our region has excelled at for many years – hosting and delivering top quality conferences and events for organisers across the world. “Birmingham is an events city – we have varied venues and passionate people, who consistently put on a great show for delegates and leave a lasting impression.”
Talk to us today – let us make your next event a success
