The research, undertaken by Heart of England Tourism, is the most extensive study undertaken into the impact of the motor show. It shows that direct expenditure associated with the event totalled £42 million. Show visitors spent £23 million on food and drink, shopping, travel, parking and entertainment with exhibitors spending over £8 million on local contractors and a further £4 million on staffing and accommodation.
The Society of Motor Manufacturers and Traders’ expenditure reached nearly £7 million.
The direct spending led to a further £66.5 million of expenditure by businesses and individuals in the West Midlands.
SMMT chief executive Christopher Macgowan said: "The study demonstrates the value of the motor show to the West Midlands and the significant benefits it has for tourism, businesses and employment in the region. As the largest consumer show in the UK, the economic power of its visitors and exhibitors is second-to-none. The show generated more than £100 million for the region, reinforcing the worth of the automotive industry in the UK."
Advantage West Midlands (AWM), the development agency for the region, invested £1.2 million from a grant provided through the European Regional Development Fund (ERDF), to help endorse the show.
Other research findings include: