To anyone that knows the city well, Birmingham is a bustling metropolis with a wealth of attractions well worth visiting.
There's the world-class Birmingham Museum & Art Gallery, the stunning Symphony Hall and the time capsule that is the Museum of the Jewellery Quarter.
But the city is luring visitors for an entirely new reason - the world's biggest Primark.
And one city centre hotel is capturing the city's new zeitgeist, BirminghamLive reports.
That means offering packages designed to get holidaymakers buzzing at the new Primark megastore.
The world's biggest retail fashion store has been jam packed ever since the first customers entered the store at 9.45am on Thursday, April 11.
Now a city hotel is hoping to cash in on the retailing bonanza by offering a special deal for shopaholics.
What's on offer
Holiday Inn Birmingham City Centre isn't the closest hotel to the new Primark on High Street - or the cheapest.
But the hotel is offering special 'splurge and stay' packages to anyone dreaming of getting their retail therapy inside the new Primark.
It's a store that has been officially recognised by the Guinness Book of Records as the world's biggest shop.
Exclusive Primark packages start at £93 per room at the Holiday Inn in Birmingham City Centre where guests will receive a complimentary cocktail and breakfast the following morning to refuel.
The Shop and Drop Package includes an overnight stay, breakfast and a complimentary cocktail per person, based on two people sharing.
On June 5, 1967, The then spaghetti western star Clint Eastwood once stayed there when it was known as The Albany and posed for a picture leaning over the sweeping Brutalist Smallbrook Queensway.
Today he might say after a post Dirty Harry trip to Primark: "Did I buy six T-shirts or only five? Well, to tell you the truth, in all this excitement I kind of lost track myself."
Why go there?
A hotel spokesman said: "Our rooms have a full-length mirror ideal for trying on new outfits, plus any unwanted packaging and carrier bags will be recycled.
"Hotel staff are also on hand to help carry shopping bags up to the room – and offer fashion advice upon request!
"Shoppers keen to show off their new purchases can get glammed up for an evening meal or drinks at the hotel’s Lobby on Hill Street."
What's close to the hotel
Primark megastore Birmingham has five floors of clothes, accessories, tech and food - and it's all just a six minute walk from the hotel.
Even closer than Primark to the hotel are the Mailbox (including Harvey Nichols), Bullring (including Selfridges) and Grand Central (including John Lewis).
The nearest big store to the hotel is John Lewis.
And the closest famous attractions that are just as near as John Lewis are two of the city's main theatres - the Birmingham Hippodrome and Alexandra Theatre.
Where is it?
The Holiday Inn Birmingham City Cenntre hotel has 261 bedrooms including 20 brand new King Deluxe and Junior Suites.
It is a two-minute walk from New Street station.
The address is Smallbrook Queensway, Birmingham B5 4EW.
Telephone 0121 634 6200 or visit the website her e.
Standard price for two adults on Friday, April 19 is £63.57 including full breakfast.
Other places to stay near to Primark
There are several hotels and serviced apartments where you can stay within five minutes walk of the new Primark.
The following prices were all researched on April 16 for a one-night stay for two adults in a double room on Friday, April 19. This would give guests a full day of shopping at Primark on Saturday 20 where the doors open at 8am on both High Street and on Moor Street Queensway just 100 yards from Moor Street Railway station.
They include the following places, ranked in shortest to longest time to walk to Primark's doors.
Rotunda - Staying Cool
Staying Cool Serviced Apartments, The Rotunda, 150 New Street, Birmingham B2 4PA.
The one-minute walk to Primark is six-times faster than the time it would take to get there from the Holiday Inn Birmingham City Centre.
Tel 0121 285 1290 or visit the website here.
Prices from £89 on Friday, April 19. Deals include 5% first stay discount plus a free bottle of wine or overnight parking. Rates start at just £47.50 per person per night with two sharing. Check-in from 3pm, check out at noon.
Travelodge Birmingham Central Moor Street
Carrs Lane, Birmingham B4 7SS - a two-minute walk to Primark.
Tel 08719 846489 or visit the website here.
Double room £53, breakfast box £10.50, 24-hour wi-fi access £3 (first 30 minutes free) - total £66.50. Cancel up until noon on arrival date. Quieter rooms guaranteed on the Business Floor.
Britannia Hotel
New Street, Birmingham B2 4RX - a two-minute walk to Primark
Tel 0871 222 0093 or visit the website here.
Room only and without a window costs from £35 - up to double executive room from £50. Pets £10 per pet per night. Bed and breakfast deals from £60.
Check in 2pm, check out 11am. Free cancellations until 2pm on day of arrival.
Premier Inn
Birmingham Exchange Buildings,Stephenson Place, BirminghamB2 4NH (sat nav B2 4PY) - a two minute walk to Primark
Tel 0871 527 9442 or visit the website here.
Double room £60.50 (non-flex) or £71 flex (pay on arrival, cancel up to 1pm on arrival day).
Free wi-fi, best ever bed and good night guarantee.
Macdonald Burlington Hotel
Burlington Arcade, 126 New St, Birmingham B2 4JQ - a three-minute walk to Primark
Tel 0344 879 9019 or visit the website here.
Double room from £115. Book three nights for a 50% discount on the third night.
In 2016 it was judged to make not only the best breakfast in the city but the best outside of London, too.
