Five-year masterplan aims to make Liverpool City Region the UK’s best visitor destination

A new five-year Destination Management Plan has been unveiled to make the Liverpool City Region the UK’s best tourism and career hub.

Already thriving with a visitor economy generating £6.25bn annually, Liverpool City Region attracts 60 million visitors a year and employs over 58,000 people across 4,800 businesses.

The plan, developed by the Local Visitor Enterprise Partnership (LVEP), aims to accelerate growth and secure Liverpool City Region’s place as the best destination to “visit and stay for a day, a week, or a lifetime” by 2030.

Combined Authority members will this week be asked to approve the strategic framework ahead of a launch 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 set up one of the first Visit England accredited LVEPs to lead, market and manage the visitor economy.  

Tony Hall CBE, Lord Hall of Birkenhead and a former Director General of the BBC, was named Chair of a new board created to lead the partnership and made up of experts from the worlds of 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 alongside wider city region events including the Southport Airshow, the Grand National and Liverpool Biennial, all helped to drive growth in visitor numbers, income and jobs.  

Independent research in 2024 calculated the sector grew by 21% from 2022 to 2023 – generating £6bn a year to the economy. Staying visitor numbers rose to six million and the total they spent increased 17% to 2.4bn. Around one in eight residents (12%) now work for the sector’s 4,800 businesses. 

The new Destination Management Plan seeks to build on this success and harness the city region’s unique global appeal – including around golf, football, culture, hospitality and music – to boost growth and prosperity. 

It has been developed after 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 exploring how to attract and stage more showpiece events, including the potential introduction of a tourist levy. 

The strategy also aims to highlight the importance and unique character, history and charm of the city region’s six local authority areas: Halton, Knowsley, Liverpool, Sefton, St Helens and Wirral.  

The Strategy will focus on enhancing visitor experiences, creating sustainable growth in visitor numbers and boosting jobs in the sector. Increasing productivity – the level of Gross Value Added (GVA) per job – from £22,700 to £27,200, could close the gap to national visitor economy levels and generate an extra £309m of GVA each year. 

The plan will be delivered in collaboration with government bodies, private sector organisations, councils and community organisations.  

To help bring the plan to life, an eye-catching document aimed at the public will be produced alongside a media campaign. 

For more info on Liverpool City Region Combined Authority click here.

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