Birmingham Airport is just As You Like It with Shakespeare artwork on show

In partnership with destination management organisation Shakespeare's England, the new artwork is located in the arrivals pier of the terminal building.

It aims to give visitors a taste of what the region can offer, showcasing the range of tourist attractions including the Royal Shakespeare Company, Kenilworth Castle, Warwick Castle, Leamington Spa, Bicester Village and Shakespeare's family houses – which have all supported the campaign.

It is just one of a number of exhibitions and events which Shakespeare's England is co-ordinating in the region to mark 400 years since the death of the playwright,

Geoff Spooner, chairman of Shakespeare's England and general manager of Warwick Castle, said, "With over 10 million passengers passing through Birmingham Airport every year, this is a fantastic opportunity for Shakespeare's England to showcase some of the world-class visitor attractions that its members provide and which are enjoyed by millions of visitors every year. This presence will generate increased awareness of Shakespeare's England and, with it, help to promote the equally-impressive range of restaurants, theatre, overnight accommodation and many other attractions in this outstanding region." Shakespeare's England is the major tourism promotion organisation for the Stratford-on-Avon area, a public-private sector partnership representing the leading tourism businesses and organisations around the area, taking in Warwick, Royal Leamington Spa, Kenilworth and the surrounding market towns and villages.

Birmingham Airport markets itself as 'Shakespeare's Airport' overseas, particularly in China and the US, where the Bard and his works are hugely popular. They are also destinations that have expanded their links to Birmingham Airport. Summer flights from China to Birmingham have been a feature of the airport's schedule in the last two years and hopes are high for a regular weekly service between the West Midlands and the cities of Beijing and Hangzhou starting up this year.

This is due to the investment in extending Birmingham's runway.

Jo Lloyd, commercial director for Birmingham Airport and deputy chair of Shakespeare's England, added: "Birmingham Airport is proud to be 'Shakespeare's Airport', which is proving to be very successful with overseas markets.

"This welcome not only cements our branding but also allows our passengers to feel involved in The Bard's anniversary celebrations from the minute they arrive."

Shakespeare's Aloud! actors put on a special live performance to celebrate the unveiling of the new artwork.