The exciting growth of the West Midlands tourism industry took centre stage as the Business School today hosted its fourth annual Inspire Conference.

Students took inspiration from a host of guest speakers who described their exciting job roles, shared stories of their varied experiences working across the world, and provided tips and hints on forging a successful career in the travel and tourism industry after graduation.

The day began with a welcome from Ricky Behan, Head of Department for Tourism and Hospitality, who outlined the importance of embracing the opportunities provided by the conference to students' career development: "The Inspire Conference is here to support your future. Use today to discover the sector, make connections, and find inspiration," he said.

"When I was in your position, I made the most of every chance to attend events, start conversations, and grow my network; it's such an important factor in realising your ambitions. With industry leaders and alumni here to share their journeys, this is an exciting time to see how tourism, events, hospitality, and aviation are being transformed, and to picture where you could be part of it."

Afterwards, students were treated to a packed and varied programme of presentations and panel discussions that gave them the chance to tease out industry insights while benefitting from practical advice.

Martin Clarke, Senior Marketing Manager and tourism expert at the West Midlands Growth Company (WMGC), the region's investment promotion and destination management organisation, backed by the West Midlands Combined Authority, its seven local authorities, and the region’s universities got the event underway. He discussed the region's tourism strategy, which is focused on increasing both international and national visitors with more overnight stays in order to drive sustainable regional economic growth, with focus on travel for both business and leisure:

"The region has so much to offer. It's the heart of sport in the UK - with a proven track record in executing large-scale sporting spectacles - and 101 million visitors a year motivated by live music and cultural experiences, including Shakespeare's birthplace, the home of heavy metal, and the chance to indulge our food scene, which includes everything from Michelin-starred cuisine to our famous Balti," he said.

"We're also a major destination for business tourism, with our hotel, conference and exhibition facilities set in the heart of the country, perfectly complementing the range of leisure activities on our doorstep, and making the region the ideal corporate destination."

Learning from experience

In a chance to view the journey from university to employment, students engaged with a panel discussion led by Clive Wratten, CEO of the Business Travel Association (BTA). The panel featured lively discussion between three employees of travel management companies: Liz Brown, Global Partnerships Manager at ATPI, a company specialising in corporate travel and events, and recent graduates working in the field, George Ogden of Travel Counsellors for Business and Isaac Teague of FCM Travel Solutions.

Through stories of their own experiences the panel discussed the rigorous expectations and responsibilities of their demanding roles, but also touched on the variety and excitement each has brought. Clive spoke of his time working with Etihad Airways, making chartered bookings for Premier League football teams Manchester City and Chelsea - even travelling with the latter to the 2008 UEFA Champions' League Final in Moscow.

Meanwhile, Liz spoke of the demanding but ultimately rewarding challenge of dealing with the fallout of the Icelandic volcano eruption which grounded every flight in the world for a period in April 2010, and also of her time working with ITV to transport the cast and crew of shows such as Love Island.

As recent graduates, George and Isaac were keen to share their insights on what it takes to forge a successful career in travel: "Use your time at university and the opportunities available to you for placements or attendance at events as much as you can," George said.

"Once you're out there, using your degree and looking for work, make sure you're available. Say yes to everything and embrace the discomfort it brings. It's the best way to gain experience, to showcase your talents and to make people remember you."

All were keen to emphasise that a role in air travel support isn't the only way to make your mark in the industry, and that whatever form your interests take there will be a career that fits:

"There are so many different roles now. From technology or finance to marketing or operations, you can carve a space for yourself in tourism through wherever your passion lies, and use it to see new places, meet people, and travel the world," Liz told students.

"If you work in this sector, you play a part in everything that happens in the UK: you are making this country tick," Clive added.

At the end of an intellectually stimulating and motivational day students were left enthused by the example set by the guest speakers, and the huge potential for a rewarding career in the travel and tourism industry.

Paul Bamber, senior lecturer in travel and tourism, was happy to see the galvanising effect of the event on students and was eager to stress its importance:

"There's a lot of negativity surrounding the economy at the moment, and that's particularly the case given the difficulties Birmingham and the Midlands has faced," he said.

"This event is our way of showcasing to students that the region is a hive of activity for culture, art, sport, and business, with excellent transport links, lots on offer for visitors, and boundless opportunity to forge an exciting and varied career for those looking to study or work in the tourism industry."

As the day came to a close, Ricky Behan reflected: “The Inspire Conference is about developing ambition and opening doors - bringing industry leaders directly to our campus to share their expertise and vision, while giving our students the opportunity to learn, network, and shape career-defining ideas.

"By connecting our students with leading figures from business travel, airline operations, tourism destination marketing, and hotel management right at the start of the academic year, we challenge them to see what’s possible, refine their ambitions, and take the first bold steps towards realising their dreams. This is how we deliver on our mission to be the university that transforms prospects and advances careers.”

Read about our courses in travel, hospitality and tourism.