Visit Birmingham & the West Midlands Growth Company launched the “A Warm Welcome for All” campaign with a clear purpose: to make the region a truly welcoming, inclusive destination where accessibility isn't an afterthought but a fundamental promise.

Through a series of short films, the campaign specifically highlights the barriers that disabled visitors often face and demonstrates how small, thoughtful changes, like training staff on accessibility equipment, permitting assistance dogs, offering inclusive hospitality, or even providing plastic straws when medically needed, can have a profound impact on making travel accessible for all.

The campaign invites both visitors and tourism professionals to understand not just the 'why', but also the 'how' of creating a more inclusive experience.

By spotlighting real-world accessibility challenges, the films help hospitality and tourism staff recognise and address barriers, ranging from improper use of accessible features to illegal refusals to accommodate assistance dogs, and underscore the difference inclusive service makes.