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dudley metropolitan borough council header logo the historic capital of the Black Country
Dudley Skyline

The Visitor Economy is an important sector within Dudley Borough. In 2017, 6.8 million trips were undertaken in the area and £528 million was spent while the sector supported approximately 8,162 tourism jobs.

Visitor Attraction Visitor Numbers 2017
Black Country Living Museum 332,717
Dudley Zoological Gardens 302,534
Dudley Canal & Tunnel Trust 94,620
Himley Hall April to September (excludes park and events) 9,898
Himley park and events 271,902
Red House Glass Cone 47,635
Dudley Archives & Local History Service 18,707

Value of Tourism in the Black Country

In 2013, a visitor survey of 1,982 people took place in the Black Country and it found that:

  • 80% of all visitors to the Black Country are on day trips
  • Overseas visitors account for 4% of all visitors to the area, 17% coming from Australia, 17% from France, 17% from the USA and 8% from South Africa
  • 69% of visitors to the Black Country were from the West Midlands area
  • 71% of visitors are repeat visitors to the area
  • 54% of visitors to the Black Country stayed in hotels and 41% of visitors to the Black Country stayed with friends and relatives during their visits in 2013
  • 5% of people visiting the Black Country come here to shop, while 4% visit restaurants and cafes and 68% visit an attraction

2015 Economic Impact Assessment - Black Country

  • In 2015, the Black Country Visitor Economy was worth £944million, an 6% increase on 2014
  • In 2015, 28.1 million visitors came to the Black Country
  • In 2015, 12,328 people were employed as full time equivalents directly by tourism activity
  • The accommodation sector received around £70 million in business turnover from visitor spending, retailers around £185 million, catering £214 million, attractions and entertainment facilities £142 million and the transport sector received around £95 million
  • Tourism supports jobs in 5 key business sectors. Tourism supported 12,328 jobs in 2015 and 12,451 in 2014.