Birmingham has been overlooked in Condé Nast Traveller's prestigious list of the UK's friendliest cities for 2025, failing to secure a place in the top ten. The travel publication, aimed at luxury and independent travellers, released its 'Readers' Choice Awards' in early October, with Glasgow retaining the top position it held in 2024.
The Friendliness Ranking Debate
The criteria for Condé Nast Traveller's ranking system remains undisclosed, though it reportedly uses reader feedback to identify urban neighbourhoods with distinct personalities that "go the extra mile in making guests feel welcome." Glasgow was praised for its "heartfelt hospitality" and reputation for knowing how to party, alongside its cool cocktail bars, historic pubs, and UNESCO City of Music status.
Dr Steve McCabe, Professor and Pro Vice Chancellor at DoctorateHub, questions how friendliness can be objectively measured. "How do you actually measure friendliness, as it's entirely subjective and based on the individual's perception of their interaction with 'the natives'?" he asks, drawing from his doctoral research experience in organisational ethnography.
Why Birmingham's Ranking Matters
Dr McCabe contends that such rankings significantly impact visitor perception and tourism revenue. "If there's an event sufficiently attractive, visitors will come and, crucially, generate revenue and employment so vital to the city," he explains, referencing his recent article on Birmingham's Frankfurt Christmas Market.
Birmingham faces image challenges beyond the friendliness ranking, including ongoing industrial action by refuse collectors, council financial difficulties, and knife crime incidents. However, Dr McCabe notes that many of these issues have been experienced elsewhere, including Glasgow, which previously faced similar challenges with knife crime and deprivation.
Celebrating Birmingham's Strengths
Despite the ranking disappointment, Birmingham demonstrates strong community spirit in other measures. The city came second in a Lily O'Brien's chocolates survey examining neighbourly relationships, with impressive statistics:
- 80% keep an eye on neighbours' homes
- 70% take in parcels for neighbours
- 46% regularly say hello to neighbours
- 26% look after pets while owners are away
The city's cultural and entertainment offerings also compare favourably to top-ranked cities. Birmingham boasts numerous wine bars, pubs, clubs, and restaurants, alongside world-class venues including:
- Symphony Hall
- Utility Arena
- National Exhibition Centre (NEC)
- New stadium development for Birmingham City Football Club
The city's musical heritage includes heavy metal legend Ozzy Osbourne, rock band ELO, and pop group Duran Duran, contributing to a rich cultural legacy.
The Path Forward for Birmingham
Dr McCabe argues that changing perceptions requires radical and innovative thinking about Birmingham's image transformation. "Birmingham needs a little more faith in itself," he suggests, emphasising that the city's recent challenges should motivate rather than hinder progress.
He concludes that visitors who meet genuine Brummies discover "big-hearted people as generous and hospitable as anywhere else in the country," urging policymakers to improve the city's image and ensure visitors experience the authentic community spirit beyond commercial attractions like the German Market or NEC exhibitions.
