It represents the region so should be East Midlands Airport IMO, the idea of foreign tourists not knowing where it is doesn't overly apply considering its either Holiday flights (even a huge chuck of the LCC flights are to British holiday hotspots such as ALC, PMI) or LCC flights to the Polish cities most of whom would travel to visit family so would know of it anyway.
Unless it gets some more scheduled operations its fairly pointless changing and it wont happen anyway in the short term as BHX is getting everything in.
I live 10 miles from EMA, my lass works there but we've flown out of it twice in 3 years both on a sun holiday (we've probably been away about 12 times in that period) but the choice is so limited from EMA and the flights that they do seem to always end up more expensive the BHX, LTN or MAN.