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Neil Rami, Chief Executive at the West Midlands Growth Company, said:

“The government’s decision to further ease lockdown measures from Saturday 4th July is a much-needed boost for the West Midlands’ visitor economy. We welcome the announcement and urge the government to recognise that this is a starting point in our tourism sector’s recovery. Substantial support is still required to ensure the industry’s long-term sustainability.  
 
“The West Midlands’ tourism sector employs one in ten people across the region, but is also among the industries hardest hit by the pandemic. Reducing social distancing rules to ‘one-metre-plus’ will enable our award-winning attractions, pubs, restaurants and accommodation venues to get back to business and retain local staff.

“The health and wellbeing of our visitors is the region’s top priority in reopening popular tourist destinations. Our hospitality organisations remain vigilant and are following the latest public health guidelines. 
 
“The revival of our £12.6 billion tourism sector is vital for the economic recovery of the West Midlands. We have been working to support tourism partners across the region since the outbreak began, and will continue to offer advice and guidance as the situation evolves.”