It aims to attract more visitors, trade, events and investment into Birmingham, the West Midlands and the United Kingdom, concentrating on nations and territories across the Commonwealth.

This programme has also projected £7 million ($9.7 million/€8.2 million) in export deals and £12 million ($16.6 million/€14 million) in visitor spend until 2027, as well as attracting an additional 39,000 visitors to the region and the UK over the next six years.

UK Minister of Tourism Nigel Huddleston said: "Birmingham 2022 is a massive investment and tourism opportunity for the UK.

"This programme is designed to ensure that businesses in the West Midlands and across the country can seize this opportunity and capitalise on the profile of the Games and its audience of 1.5 billion people.

"We want to level-up the country and help the tourism sector bounce back swiftly in the aftermath of coronavirus. 

"This campaign will enhance the global reputation of Birmingham, the West Midlands and the UK as a leading destination for trade, investment and tourism."

The programme has started and is due to end at the end of 2023.

Tasks will include sales missions, showcase events, marketing campaigns and a media programme; meetings with investors are set to take place alongside cultural events for the Commonwealth Games.

"The Commonwealth Games provides a unique opportunity to boost the profile of a city and a country," added Commonwealth Games Federation President Dame Louise Martin.

"It creates the jobs, infrastructure and investment that provide numerous tangible benefits for the local community."

The programme was developed by a range of regional and national bodies, including the Department for Digital, Culture, Media & Sport, West Midlands Combined Authority, West Midlands Growth Company, the Department for International Trade, and VisitBritain.

The Birmingham 2022 Commonwealth Games are scheduled to take place from July 28 to August 8 2022.