A new glamping site is set to be built on the NEC campus in Solihull.
Owner NEC Group has secured consent to erect 59 pods capable of accommodating 236 guests on vacant land overlooking Pendigo Lake opposite the Resorts World complex.
Spades are due to go into the ground in the coming months with a target completion date of the end of 2024.
Guests will be able to use a new app offering keyless entry and there will be a communal area, woodland and a complimentary golf buggy for transport around the resort.
The campus is home to the National Exhibition Centre and Resorts World Arena, both owned and operated by the NEC Group, along with the Resorts World shopping and leisure complex, Bear Grylls Adventure attraction and a string of hotels.
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This latest news is part of a transformation strategy known as the NEC Masterplan in which it plans to diversify the way the campus is used.
It was unveiled in 2018 in partnership with Birmingham City Council amid claims that it could create 10,000 jobs.
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NEC Group said it wanted to regenerate around 185 acres of land to contain new homes and 3.4 million sq ft of floorspace.
Three years later, the company announced plans for a new urban village over 67 acres of surplus land and car parks on the north of the campus.
It would contain 5,000 houses and commercial and outdoor event space which NEC Group said had the potential to create 3,500 jobs and be home to up to 11,000 people.
And last year, a new electric vehicle hub was opened with 180 charging stations.
The campus is also set to benefit from the arrival of high-speed rail line HS2, with the new Interchange station being built on nearby land next to the M42 and an automated people mover taking visitors from the station to the NEC and airport.
Andy Cole, the NEC's director of property, partnerships and media, said: "We're always trying to push the boundaries in diversifying the use of the campus to support our core exhibition and arenas business.
"Our latest addition perfectly complements our ambitions to create a competitive 24/7 destination to work, rest, live and play and adds to the existing destination offer."
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AvantGlamp provides financing, management and expertise for setting up a glamping site and has partnered with the NEC Group on this new project.
Director Calum MacLeod added: "We are so proud to be launching our latest venture in the glamping industry with our stunning new site at the NEC.
"Having a presence in the Midlands makes perfect sense for us and this really is the perfect destination.
"Being in the heart of the country, as well as having a plethora of leisure and entertainment options on your doorstep, it's an ideal place to stay.
"After launching our first glamping site in the Highlands in 2019, our business has gone from strength to strength and we're delighted to be able to unveil the largest destination of its kind in the 海角视频."