Despite two recessions, manufacturing still accounts for over 20% of the total employment in the region and over the last decade we have experienced real economic growth. 

Economic context

The health of the rural economy is essential to the well being of rural people and rural areas. Jobs in the West Midlands have traditionally been diverse and this area has been at the heart of the UK manufacturing industry. Despite two recessions, manufacturing still accounts for over 20% of the total employment in the region and over the last decade we have experienced real economic growth.


The economic activity rate is higher in rural areas compared with urban areas whilst the number of people claiming unemployment is lower. The West Midlands region broadly reflects the national picture with growth in the service sector and decline in land-based industries. 

Some of the significant sectors in the rural West Midlands in terms of the number of businesses are agriculture, real estate, wholesale and retail, construction, hotels, banking, manufacturing and transport. 

The revitalisation of the region’s Market Towns as hubs for rural regeneration is one of the major objectives of the Government’s Rural White Paper. Recently a new rural regeneration zone has been designated in the counties of Shropshire, Herefordshire and part of Worcestershire. 

Leisure and Tourism are vital to our economic viability and to the quality of life of our communities. One of the challenges we face is to protect and enhance our finest countryside whilst increasing access for everyone. National Trails like Offa’s Dyke, the opening up of public footpaths and the encouragement of the link between health and exercise all help to improve the quality of life for people in the countryside and people visiting from towns.