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▪ Joe Lycett’s United States of Birmingham on Sky Max sparks new must-do check list for Birmingham’s tourists
▪ Black Sabbath, baltis and Bird’s Custard all feature on new ’10 Things You Need to Do in Birmingham, UK’ itinerary

An official itinerary to celebrate the new Joe Lycett’s United States of Birmingham series has been launched, with the comedian and regional tourism experts promising that it is the ultimate, alternative way to experience the city.

The check list – ’10 Things You Need to Do in Birmingham, UK’ – includes trying a balti in the city’s original Balti Triangle, experiencing the famous number 11 bus service and paying homage to Bird’s Custard in Digbeth.

The itinerary, downloadable from the city’s tourism website Visit Birmingham, also features Birmingham favourites such as the Black Sabbath bridge, the city’s canals and the Pen Museum in the Jewellery Quarter, home to the Queen Mother’s Pen. The pen was loaned to Joe to sign ‘Friendship Agreements’ with officials from the North American Birmingham’s during the four-part series.

Visitors can also head to Birmingham Museum & Art Gallery to pledge allegiance to the United States of Birmingham under the flag, which was raised in the city’s Victoria Square on 24 September 2024, the inaugural International Day of Birmingham.

The new Sky Max series chronicles Joe’s mission to put his beloved home city on the global map by heading to North America, which has no fewer than 18 Birmingham’s. They stretch from Canada’s Saskatchewan province, down the East Coast, through the Midwest and into the Deep South of the continent. Lycett explores the history of each Birmingham and their cultural commonalities with his home city in the UK.

Self-appointed second city ambassador Joe Lycett said:
“Birmingham is the greatest city in the whole world and this is a handy check list of the best things to do there, thereby making these the best things to do in the whole world.”

Each of the ten items on the new check list is inspired by an iconic moment in the Sky show, and by Birmingham’s vast and vibrant heritage. The city welcomed a record 47.5 million visitors in 2023 – up 4.5% on the previous 12 months – with tourist spend rising to £9.25 billion, a 17% increase on 2022 data.

Becky Frall, head of tourism at the West Midlands Growth Company, which manages the Visit Birmingham website, said:

“The United States of Birmingham’s ‘10 Things You Need To Do’ itinerary is a fun, eccentric way of exploring many of the city’s brilliantly unique tourism venues, attractions and landmarks.

“This must-do check list should make Birmingham residents feel proud of what we have on offer here, and give our many domestic and international visitors a fresh, quirky way of experiencing the city.”

Joe Lycett’s United States of Birmingham is the latest example of Birmingham and the West Midlands providing dynamic and diverse backdrops for television and film productions, which is celebrated in the new VisitBritain international campaign ‘Starring GREAT Britain’.

The region has been seen-on-screen in hits such as Peaky Blinders, Mission Impossible and This Town, with the VisitBritain campaign capitalising on the growing travel trend of ‘set jetting’, the phenomenon of tourists visiting locations they have watched in films and on television.

The United States of Birmingham’s ’10 Things You Need to Do in Birmingham, UK’ is a City Curator and Visit Birmingham collaboration, made possible with thanks to the support of Sky TV, North One, My Options Were Limited, Colmore BID, Jewellery Quarter BID, Southside BID and Westside BID.

To download the check list, head to visitbirmingham.com/united-states-of-birmingham.

Joe Lycett’s United States of Birmingham is available on Sky Max and streaming service NOW.

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