Destination Coventry
Destination Coventry
Paul Jones and Jo Glover

Coventry BID joins Destination Coventry as Patron member

A partnership between two leading Coventry organisations has been strengthened to enhance the visitor experience in Coventry city centre.

Coventry Business Improvement District (BID) has joined the city’s destination management organisation (DMO) Destination Coventry as a Patron member.

Destination Coventry Patrons are members that have pledged to support the wider destination marketing and management efforts to raise the profile of Coventry and the wider region to national and international audiences.

It signals a closer working relationship between the two organisations which will have positive benefits for city centre businesses and visitors to the heart of the city.

Destination Coventry, through its Visit Coventry brand, is a key driver in bringing more people into the city, while Coventry BID is working to improve the experience for visitors when they arrive into the city centre.

Coventry BID has introduced a range of initiatives to make the city centre a safer place to visit in recent months, with a major focus on broadening the appeal for night-time visitors.

This includes introducing the street patrol team which patrols and assists businesses in the city centre.

It has also worked with Coventry City Council to increase the roll-out of the Best Bar None accreditation programme, which awards and recognises excellence at alcohol-licensed premises, leading to a safer and improved experience for customers, as well as introducing the ‘Ask For Angela’ scheme – a way for anyone who feels vulnerable in a bar or venue to discreetly ask for help from staff.

Coventry BID’s next aim is to secure Purple Flag status for the city, which is an international accreditation programme and recognises towns and city centres that offer an entertaining, diverse, safe and enjoyable night out.

Coventry’s visitor economy continues to hit new heights and latest figures show that it has recovered to surpass pre-pandemic levels. The city attracted 11.05 million people in 2022, which was a growth in visitor numbers near double that of the wider West Midlands.

The next 10 years will see significant change as work on the major Coventry City Centre South retail, leisure and residential scheme begins.

Coventry BID secured a new five-year term earlier this year following a re-ballot process.

Jo Glover, Coventry BID Manager, said: “We are two organisations with a shared goal of making the city centre the best it can possibly be, which will in turn support a positive and thriving future for Coventry. 

“Our relationship with Destination Coventry will also be key in the city working towards Purple Flag status. That accreditation will play a major part in attracting visitors and will provide safety, security and investment for city centre businesses.

“The city centre is in a great position now, with units being very close to full occupancy. City Centre South has come at the perfect time for the city too, and the development will put Coventry in a strong position moving forward.”

Paul Jones, Managing Director of Destination Coventry, said: “We have worked closely with Coventry BID since we launched, however this move will see us work even closer to drive growth for the city centre.

“We’re all about encouraging visitors into the city, while the BID is passionate about ensuring that when visitors arrive they have a memorable and positive experience. Having the BID on board as a Patron member is the perfect fit.”

Destination Coventry’s Patron members include CV Life, No Ordinary Hospitality Management, Warwickshire County Council, Coventry and Warwickshire Reinvestment Trust, Events by Amadeus, West Midlands Trains, Birmingham Airport and Coventry Building Society Arena.

To find out more about Destination Coventry visit