On October 21st, Resorts World Birmingham will be one year old. Europe’s first large scale resort destination that combines shopping, bars, restaurants, conferencing, cinema, hotel and spa and gaming all under one roof has welcomed just over three million visitors through it doors during its first year of trading.

Resorts World Birmingham has during its first year established itself as major attraction for shoppers with its fifty outlet stores including top High Street names such as; Nike Factory Store, H&M, Next Outlet and Gap Outlet appealing to savvy shoppers looking for discounted fashion, gifts and homewares. Joining the high profile brands already located at Resorts World Birmingham will be two new retailers, world famous toy shop Hamleys and fashion store Religion.

Resorts World Birmingham is home to Europe’s first Genting Hotel which has quickly established itself as a firm favourite among travellers. Within its first year the hotel has achieved a top four position in Birmingham by Trip Advisor. The hotel’s location at the centre of the Resort and its convenience for business visitors to the NEC campus has resulted in the hotel enjoying a successful first year for both business and leisure stays. Over 50,000 guests have signed in.

The Vox Conference Centre has hosted 100 events in its first year with 30,000 delegates attending the various events.

A factor in Genting UK’s decision to build their first Resorts World complex in Europe at the NEC was to enhance the visitor experience for the 3 million visitors the campus attracts each year. This strategy is proving successful with Resorts World Birmingham’s location adjacent to the Genting Arena playing its part in attracting high profile events such as last December’s BBC Music Awards and later this year the return of BBC Sports Personality of the Year.

Resorts World Birmingham is continuing to build on its partnerships with key organisations within the region and is enjoying collaborations with for example Shakespeare’s England, Marketing Birmingham, Birmingham and Solihull Chamber and Birmingham Airport. As a major employer within Solihull, the Resort also works closely with Solihull Metropolitan Borough Council and supports their strategy of attracting further inward investment to the Borough.

The 1st birthday celebrations are set to last for a month with a whole range of promotions and offers taking place for visitors across the restaurants, outlets and the Santai Spa.

To commemorate the Resort’s first birthday earlier in the month a specially commissioned installation was revealed on Pendigo Lake, the first permanent feature to be placed on the lake for forty years and is made up of eight large flowers indigenous to Asia and reflecting Resorts World Birmingham’s Malaysian heritage. The concept was conceived and created by Black Country public realm artist, Mick Thacker.

Commenting on the Resort’s first year of trading, Ian Bennett, Resorts World Birmingham Operations Director said:

“The first 12 months has simply flown by and it has been quite a journey. Since opening our doors over three million people have been welcomed to the Resort and as we expected we have attracted visitors from the local, national and international markets.

“When you have visited Resorts World Birmingham you can truly understand what the resort concept is about and the breadth of leisure, entertainment and shopping experiences we can offer and all under one roof.  We can see that we are building up a local following that use the Resort for regular visits to the outlet shopping and for example combining a meal with a visit to the cinema. We are also now seeing repeat stays from business travellers who visit the NEC for exhibitions and conferences. 

Ian continued…

“Part of our offer is to encourage a longer dwell time for visitors to the NEC campus and this is certainly proving to be working on Arena nights when many concert goers extend their visit with a meal and drink after the show.

“We have been delighted with the results of our first year, the outlet shopping offer is becoming firmly established, our hotel is performing well, the Resort’s restaurants, bars, casino and spa are all developing their audiences and we are looking forward to building on the success of our first 12 months as we embark on our second year.”

Further information from; Tim Rudman at Urban Communications on 0121 213 4719/07976 403546 or email:

Date of release.  13th October 2016.

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