Turning Birmingham’s music heritage into a richer visitor experience
Birmingham’s music reaches audiences around the world. But how can the city turn that heritage into an experience that encourages people to explore further, stay longer and discover more?
The Birmingham Music Visitor Experience research explored that question through audience research, stakeholder discussions and mapping of the city’s music assets. It examined how venues, neighbourhoods, collections and stories could work together to strengthen Birmingham’s visitor offer, while preserving the diversity that makes its music culture distinctive.
What audiences and the sector told us
The project brought together three stakeholder roundtables, a public survey of 1,006 respondents and an updated map of Birmingham’s music assets. Contributors spanned music, heritage, tourism, hospitality and policy, combining audience perspectives with practical knowledge of the city’s cultural infrastructure.
The findings point to a strong existing appetite for music experiences. Nearly 90% of survey respondents had previously visited Birmingham for music. They wanted opportunities to connect live performances with exhibitions, heritage trails and neighbourhood exploration, discovering the places and communities behind the music.
However, fragmented information, transport difficulties and concerns about safety and accessibility can make that exploration harder. Stakeholders also highlighted limited coordination and pressure on grassroots venues. Together, these barriers affect how easily people navigate the city, how long they stay and where they spend.
An audience ready to explore more
The survey showed interest in experiences that connect Birmingham’s music heritage with its venues and neighbourhoods, supported by activity throughout the year.
responses to the public survey*
preferred a combination of a central destination, city-wide trails and neighbourhood experiences
selected an ongoing, diverse programme across the year
*The survey was self-selecting and reflects a highly engaged cultural audience, rather than a representative sample of the wider population.
Creating the conditions for growth
The research identifies an opportunity to help existing music visitors get more from their time in Birmingham**. Connecting performances with heritage, food, drink and wider cultural experiences could encourage longer visits and support spending across the local economy.
The report sets out a phased approach. Early activity could focus on clearer visitor information, stronger coordination and pilot itineraries. Themed weekends and partnerships with hospitality providers could then test demand, giving decision-makers evidence before committing to larger investments.
Birmingham’s musical diversity is central to that approach. Its heavy metal, reggae, bhangra, jazz and other traditions are rooted in different communities and neighbourhoods. A successful visitor offer would help people explore those connections while keeping grassroots venues and community-led culture at its heart.
The report also provides options and considerations for future development, rather than a final strategy or a commitment to a single attraction.
**Research by Birmingham Music Archive, the Live Music Mapping Project at Aston University and independent cultural consultant Lara Ratnaraja.
