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Black Country tourism facts

Black Country Visitor Economy Barometer

The Black Country Observatory's Visitor Economy Barometer March 2004 (PDF 109KB) contains benchmark information about the value and volume of the visitor economy in the Black Country. The report will be updated to monitor the progress of the Black Country Visitor Economy Strategy.

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Black Country Visitor Survey 1999

The Heart of England Tourist Board undertook a visitor survey for Black Country Tourism in 1999 on behalf of the four Local Authorities of Walsall, Wolverhampton, Sandwell and Dudley. A summary of the findings are outlined below:-

Who visits the Black Country?

  • 75% of all visitors to the Black Country are on day trips
  • 5% are domestic visitors touring in or through the four boroughs
  • 13% are domestic visitors staying overnight in the boroughs

Origin of day visitors

  • 56% of day visitors are from the West Midlands
  • 28% of day visitors are from Staffordshire, Wocesterhsire and Shropshire

Where do visitors stay?

  • 61% of visitors stay with friends or family
  • 21% stay in serviced accommodation

What do people do when they visit?

  • 46% shop
  • 43% visit restaurants / cafes
  • 27% visit a paid attraction
  • 25% visit an historic property (paid attraction)
  • 20% visit a wine bar / pub
  • 15% enjoy general sightseeing

What do people like / dislike about the Black Country?

  • The nice and friendly people
  • Visiting the shops
  • The area is convenient to visit
  • Lots to see and do
  • History and tradition of the area
  • Museums and attractions

Most people made no reply or said that there was nothing they disliked about the area. However, there were some areas where improvements could be made such as:

  • Traffic problems
  • Poor road and predestrain signage
  • Public toilets