I don't think you can blame BHX football clubs or lack of for the number of inbound tourists, Stratford is a day trip from London and people will not fly to BHX just for a couple of days in Shakespeare county, nice as it is.
BHX seems to be doing just fine on the financial front, Ryanair clearly have been more successful at EMA
It will be interesting to see what leakage BHX loose to EMA with the new EMA-FRA service, whilst its only on an ERJ it used to be very popular when last operated some years back