Spotlight: Birmingham Weekender highlights role of culture and communities

History has taught us that successful destinations are not defined simply by the shops, restaurants or attractions they contain. They are shaped by the communities around them and the culture that gives them a distinctive identity. It’s clear that creating places that feel authentic, relevant and rooted in their local area has never been more important.

At Bullring, this principle is brought to life through Birmingham Weekender, one of the city's most celebrated cultural events. Delivered through a long-standing partnership with Birmingham Hippodrome, the festival transforms the city centre into a stage, bringing together world-class performers, local artists, residents and visitors in a shared celebration of Birmingham's creativity and character.

What makes initiatives like Birmingham Weekender so important is that they go beyond entertainment. They create moments of connection, foster civic pride and help tell a city's story. They reflect the diversity, energy and ambition of Birmingham itself, reminding us that successful places are as much about people and experiences as they are about physical spaces.

From supporting cultural festivals, creating opportunities for local talent, or partnering with organisations that have deep roots in the community, investments like this help create a stronger sense of belonging and ownership.

This is as true in Birmingham as it is across our destinations throughout the UK, Ireland and France. It’s always about local arts, partnerships and community events as well as initiatives that celebrate regional heritage and emerging talent. We see throughout the year that places only really thrive when they reflect the character of the people they serve.