Press releases

Marketing Birmingham has revealed that the Rotary International Convention generated in excess of £24m for the city’s economy – far more than first predicted.

The convention, which took place at The NEC, 21-24 June, brought up to 20,000 international visitors to Birmingham from 156 nation states.

Hotels, restaurants, shops, attractions and other businesses throughout the event supply chain will be celebrating as the convention is reported to have brought in an impressive £24,752,000, 20 per cent more than forecast prior to the event. 

The economic impact has been calculated using Visit Britain’s delegate expenditure research and incorporate expenditure by delegates, people accompanying them, and conference organisers. 

Mike Whitby, Leader of Birmingham City Council said:  “The Rotary International Convention is an internationally important event and to host it in its 100th year was an honour for our city.  
“The convention brought up to 20,000 visitors from 156 nation states to Birmingham and generated a phenomenal £24,752,000 for local businesses.  It brought the United Nations Secretary-General, Ban Ki-moon, Archbishop Desmond Tutu and actress Mia Farrow here and with them, media interest from across the globe.

“Not only did the numbers work with this event, it also created a wonderful atmosphere in the city for those living and working in Birmingham to enjoy.  Walking through Victoria Square you could hear accents from all over the world, as visitors basked in the sunshine, enjoyed friendship and fine food, and admired our spectacular buildings. Birmingham truly pulled out the stops to welcome the Rotarians, and I am confident we will have made 20,000 new friends who will return home and become true ambassadors for our city.”

Convention figures show that the largest proportion of visitors came from North America (29.8%), followed by Europe (27.9%), Asia (27.4%, Africa (10%), Oceania (3%) and South America (1.9%).

Key organisations including Birmingham City Council, Marketing Birmingham, Advantage West Midlands, The NEC Group, West Midlands Police, transport providers and hoteliers worked together with the Rotary Host Organising Committee to ensure that the convention was a success, making the best possible impression on visitors, and to ensure maximum benefit was felt across Birmingham and the West Midlands. 

Neil Rami, Chief Executive at Marketing Birmingham said:  “Our strategy for major events is to attract those which bring large visitor numbers, profile and economic impact and the Rotary International Convention ticked every box.  We had business people and opinion formers from all over the world in Birmingham, experiencing a city many of them have probably never visited before and having a great time doing it.  At a time when competition is increasingly tough it’s important that we have our moments in the spotlight, and after the success of the Rotary International Convention I have no doubt there will be plenty more to come.”