The £20m West Midlands summer weekend with Black Sabbath, Jeff Lynne, Test Match cricket at Edgbaston, Colmore Food Festival - and more
The West Midlands is gearing up for a historic summer weekend which is set to boost the economy by £20m as it welcomes a legion of heavy metal fans. Ozzy Osbourne and Black Sabbath will take to the stage on the same weekend ELO star Jeff Lynne is in town on his final tour - and that's not all.
Excitement is building in Birmingham and the West Midlands with the return of two of the city’s biggest music icons to the live stage.
Black Sabbath and Jeff Lynne are both playing in separate shows on July 5 - with ELO frontman Lynne also performing on July 6.
In addition Birmingham is also celebrating some of its greatest food heroes across the two days of the weekend at Colmore Food Festival 2025.
And a legion of cricket fans are coming to the region for the test match between England and India at Edgbaston from July 2 to 6. There's also the Godiva Festival taking place in Coventry from July 4 to 6.
More than 300,000 visitors are expected in total who are expected to boost the economy by £20 million, according to the West Midlands Growth Company.
Hotel occupancy in Birmingham city centre is anticipated to surge close to 90 per cent (89 per cent), significantly higher when compared with the first Saturday in July 2024 (52 per cent), as visitors travel from the UK and abroad to enjoy the West Midlands’ events calendar. Figures from STR also suggest that Birmingham’s hoteliers will enjoy increased occupancy levels for the first three weeks in July, in contrast to 12 months earlier.

Showcasing the West Midlands' pioneering, creative and dynamic spirit
A spokesperson for the West Midlands Growth Company said: "The West Midlands’ ‘Summer Starts Here’ campaign will use July’s historic cultural events to transform perceptions of the region on the global stage, showcasing its pioneering, creative and dynamic spirit.
"The West Midlands can lay claim to the invention of heavy metal music, more Michelin-starred restaurants than any other English regional city and several iconic international sporting venues, including Molineux, The Belfry and the Sandwell Aquatics Centre. ‘Summer Starts Here’ will promote these events, hospitality and experiences through a Birmingham-wide, out-of-home advertising campaign and across Visit Birmingham’s social media channels.
"The region’s busy month of events continues with Stevie Wonder’s Love, Light & Song concert (7 July); the Birmingham Cocktail Weekend (10-13 July); England Women’s IT20 cricket fixture against India (12 July); Mostly Jazz Funk & Soul Festival (11-13 July); Birmingham Jazz & Blues Festival (18-27 July); and Sandwell Mela (19-20 July)."
For more information about Birmingham and the West Midlands’ tourism offer, what’s on and the ‘Summer Starts Here’ campaign, log on to visitbirmingham.com.

Birmingham music legends return to the live stage
Everywhere you turn in the city there are tributes to Black Sabbath and its frontman legend Ozzy Osbourne ahead of their last ever Villa Park gig.
Birmingham has turned into a living museum in tribute to the pioneers of heavy metal with some of the greatest rock stars from across the world joining Ozzy and crew on stage in Aston.
Lynne, renowned for his Brummie cool is not quite getting the same attention, but he’s added an extra night to his ELO shows at Utilita Arena.
It’s the band’s farewell tour which has featured a legion of special guests including The Doobie Brothers, Steve Winwood and Dhani Harrison since it began - with the final date at Hyde Park on July 13.

Colmore Food Festival will see some of the city’s best restaurants showcase their best dishes, including Pasture, Plates by Purnell’s, Loki Wine, Adam’s and Asha’s.
The outdoor event in Victoria Square attracts thousands of food fans each year and is one of the most popular summer festivals in the West Midlands.
It’s surely the biggest weekend in Birmingham since the 2022 Commonwealth Games.

'An exptraordinary, unfrivalled few days of music, sport and foodie events'
Cllr John Cotton, Leader of Birmingham City Council, said: “The eyes of the world will be on Birmingham for an extraordinary, unrivalled few days of music, sport and foodie events, delivering real-time economic benefits to our local businesses and communities.
“There is always such a special atmosphere in the city on major event days. We look forward to bringing people together and providing the backdrop for a vibrant celebration of Birmingham’s culture and heritage, creating more special experiences and memories for our visitors.”
Jen Mitchell, Managing Director of Utilita Arena Birmingham and bp pulse LIVE, said: “Welcoming thousands of fans to the city is what we do best – but hosting Brummie legends ELO makes this weekend particularly special. With major moments also happening across the city, from Black Sabbath at Villa Park to the Test Match at Edgbaston, it’s a real showcase of Birmingham’s strength as a large-scale live events destination.”
Kelsey Dwyer, Partnerships & Events Manager at Colmore BID, added: "We’re thrilled to bring Colmore Food Festival back to the heart of Birmingham in Victoria Square this July Super Weekend! With over 30 incredible local food and drink venues, capped menu prices, and a buzzing, family-friendly atmosphere, it’s the perfect way to soak up the city's buzzing atmosphere across the July Super Weekend.
“Whether you want to fuel up before the big gig, soak in the rock ‘n’ roll vibes or get your metal-inspired face paints, there’s something for everyone. Come hungry, leave happy – and don’t forget to request your favourite metal tune with our on-stage entertainers while you’re at it!”

What Heavy Metal Stars are attending the Black Sabbath Concert?
The original Black Sabbath line up - Ozzy Osbourne, Tony Iommi, Geezer Butler and Bill Ward - will be playing together for the first time in 20 years.
The concert will also feature sets from Metallica, Slayer, Pantera, Gojira, Halestorm, Tool Lamb of God, Anthrax and Mastodon.
The all-day event will also feature a supergroup of musicians. Artists announced so far include Billy Corgan (The Smashing Pumpkins), David Draiman (Disturbed), Duff McKagan & Slash (Guns ‘n Roses), Frank Bello (Anthrax), Fred Durst (Limp Bizkit), Jake E Lee, Jonathan Davis (Korn), KK Downing, Lzzy Hale (Halestorm), Mike Bordin (Faith No More), Rudy Sarzo, Sammy Hagar, Scott Ian (Anthrax), Sleep Token ii (Sleep Token), Papa V Perpetua (Ghost), Tom Morello (Rage Against The Machine), Wolfgang Van Halen and Zakk Wylde.
Please note: All profits will be donated equally to the following charities Cure Parkinson’s, Birmingham Children’s Hospital and Acorn Children’s Hospice, a Children’s Hospice supported by Aston Villa.

How is Birmingham celebrating Black Sabbath’s Back to the Beginning last show in the city?
From nostalgic pictures of the band adorning The Crown pub (now disused) outside New Street Station, to the Mr Mural’s street art shrine round the corner on Navigation Street - signed by each member of the band - you can’t miss Birmingham’s pride in its heavy metal heroes.
Not forgetting Ozzy the Bull in New Street itself!
Over on Broad Street there’s the Black Sabbath Bench, on the aptly named Black Sabbath Bridge.
If you don’t fancy the 10 minute walk, you can hop on the Ozzy Osbourne tram - although West Midlands Metro are unable to give an exact timetable of when that particular tram is running over the weekend.
Over in Aston, where Ozzy grew up, the Aston Villa shop has a host of special merchandise in honour of the star.
Ozzy went to Prince Albert Junior School and the band rehearsed at the nearby Barton Arms, so there’s plenty of opportunities to retrace his footsteps.
Ahead of the Villa Park concert, there’s a Metal in the Midlands show on Wednesday (July 2) at the Town Hall.
Black Country comedian Darren Harriott is presenting the evening which will feature fast-rising young metal stars including headline act Defects. You can get tickets at Metal in the Midlands
Selfridges has unveiled an immersive fan experience with special merchandise and another dedicated Mr Murals artwork for shoppers to enjoy.
A host of other smaller venues are also celebrating metal music including The Flapper on Cambrian Wharf and Scruffy Murphy’s on Dale End.
Last, and by no means least, Black Sabbath’s original manager, Jim Simpson, has arranged a series of performances dubbed the Visit of Oz across pubs, bars - and even a canal boat.
Check it out here: Visit of Oz.
Sharon Osbourne said: “Birmingham is a city which means so much to Ozzy. When it comes to heavy metal music, Black Sabbath forming and his love of Aston Villa – it all started here.”