A bold new five-year strategy has been launched to position the Liverpool City Region as the premier destination for tourism and careers in the UK. The region's vibrant visitor economy, which generates £6.25 billion annually, supports over 58,000 jobs and attracts approximately 60 million visitors each year, drawn by its globally acclaimed cultural, musical, and sporting attractions.
The innovative Local Visitor Enterprise Partnership (LVEP) has crafted a new Destination Management Plan, presenting a unified vision to drive further growth over the next five years. This comprehensive plan aspires to make the region the top choice in the UK for visiting and staying, whether for a day, a week, or a lifetime, by 2030.
This week, members of the Combined Authority will review the strategic framework, with an official launch planned during English Tourism Week in March.
Mayor of the Liverpool City Region Steve Rotheram said:
“The Liverpool City Region’s visitor economy is thriving, and this new Destination Management Plan will help build on that success, ensuring we remain at the forefront of the UK’s tourism industry. “
“Our region is renowned for its cultural heritage, musical legacy and sporting excellence. From the iconic Beatles history to top-flight football, and the internationally acclaimed events we host, there’s something here for everyone.
“This ambitious plan will not only boost visitor numbers and jobs, but it’ll also enhance our region’s unique appeal which is known throughout the world.”
In 2023, the Liverpool City Region established one of the first Visit England accredited Local Visitor Economy Partnerships (LVEPs) to lead, market, and manage its visitor economy.
Tony Hall CBE, Lord Hall of Birkenhead and former Director General of the BBC, was appointed Chair of a new board composed of experts from various fields including sport, film, music, hospitality, retail, and leisure.
High-profile events such as the Eurovision Song Contest in Liverpool and the Open Golf Championship in Wirral, along with other regional events like the Southport Airshow, the Grand National, and Liverpool Biennial, significantly boosted visitor numbers, income, and job creation.
Independent research in 2024 revealed that the sector grew by 21% from 2022 to 2023, contributing £6 billion annually to the economy. The number of staying visitors increased to six million, with their total spending rising by 17% to £2.4 billion. Approximately 12% of residents now work in the sector's 4,800 businesses.
The new Destination Management Plan aims to build on this success by leveraging the city region’s unique global appeal in areas such as golf, football, culture, hospitality, and music to further drive growth and prosperity.
This plan was developed by learning from some of the world’s most popular and successful visitor destinations, including Melbourne, New York City, and Barcelona.
A new major events strategy is being explored to attract and host more high-profile events, potentially including the introduction of a tourist levy.
The strategy also seeks to highlight the unique character, history, and charm of the city region’s six local authority areas: Halton, Knowsley, Liverpool, Sefton, St Helens, and Wirral.
The focus will be on enhancing visitor experiences, creating sustainable growth in visitor numbers, and boosting jobs in the sector. By increasing productivity – the level of Gross Value Added (GVA) per job – from £22,700 to £27,200, the plan aims to close the gap to national visitor economy levels and generate an additional £309 million of GVA each year.
The plan will be implemented in collaboration with government bodies, private sector organisations, councils, and community groups.
Image credit: Liverpool City Region Combined Authority
