We don’t just teach tourism- we shape it!

University College Birmingham works to ensure our students graduate with the skills, knowledge and confidence to make an impact in the world of work, from day one.

Our recent submission for the ‘Outstanding Contribution to Tourism’ award at the West Midlands Tourism Awards is a testament to this and represents a natural evolution for our Department of Hospitality and Tourism, as we look to continually align ourselves with meeting the needs of the sector.

Forming an integral part of the remit of the West Midlands Growth Company as they work to “bring together the strengths of the public, private and academic sector to deliver sustainable, inclusive growth for the West Midlands”, the West Midlands Tourism Awards are a prestigious event that celebrates the region’s people and places across the business and leisure sectors.

“Our student-led, community centred projects, aim to consistently connect education with industry,” explained Simon Faulkner, senior lecturer in tourism and hospitality.

“We seek to ensure that tourism in the West Midlands evolves regeneratively, with diversity and inclusivity at its heart, and our students are at the forefront of this.”

Throughout 2024 and 2025, students across both undergraduate and postgraduate courses in the Department of Hospitality and Tourism undertook significant projects that drew on their skills and passions, and brought them together with local councils and businesses across the region.

Work included:

Regenerative Tourism Strategy for Church Stretton: supporting transition to low impact, high value tourism.

Malvern District Council: dual-strategy approach that put wellbeing tourism on the map for attracting Gen Z visitors to the area.

The English Indian: devising a financial growth plan for this award-winning street food company.

The Belfry Hotel & Resort and The Birmingham Botanical Gardens: offered opportunities for visitor experience appraisals, event planning and digital marketing campaign work.

All of this and more form part and parcel of what the department does; none of these projects are salaried work, instead, higher education provides a conduit for collaborative working in the style of consultation work. As our staff act as mentors and guides to keep meaningful outcomes on track, our students bring their fresh perspectives and cultural diversity to bear on the work.

Speaking after the award ceremony, held at the prestigious Belfry Hotel & Resort, Tourism Marketing Manager for the West Midlands Growth Company, Sophie King, had this to say about the students’ work:

“It clearly demonstrates an offer that goes above and beyond to strengthen regional tourism outcomes and proposes initiatives that deliver tangible benefits.”

It is this breadth of this work that made for such a compelling case to be considered for the ‘Outstanding Contribution to Tourism’ award, and while we lost out on the night, the process of curating the work to be submitted and attending the event itself, made for a valuable experience for the students involved:

“It was so rewarding to see the best of tourism be celebrated and appreciated,” said international tourism management student, Calliope Sophie Elwood.

“It is such an honour to have been asked to attend and represent UCB and I had the absolute best time!”

Looking ahead, the good work continues as work with the Great Yarmouth Community Engagement Team, with a project that focuses on analysing tourism trends and aligning local strategies with emerging visitor expectations.

“Our mission is to nurture the next generation of industry leaders,” concludes Simon.

“Colleagues provide inspirational leadership, students step up by acting as consultants, and regional stakeholders are uplifted and empowered through their passion, talent and creativity – it’s winning combination.

“We don’t just teach tourism – we shape it.”

ENDS

Photo credit: Calliope Sophie Elwood (centre) pictured at the WM Tourism Awards with UCB students and staff.