Liverpool welcomes top UK agencies for hospitality showcase

Liverpool’s status as the UK’s most filmed city outside of London took centre stage, as the Liverpool Hospitality Association (LHA) welcomed 27 agents from leading UK agencies.

With representatives from major agencies including The Fresh Group, Travel Counsellors and Interopa, the two-day programme on Thursday 19th and Friday 20th March combined business, creativity and collaboration — all set against a film-inspired backdrop celebrating the city’s rich screen heritage.

Each venue brought its own cinematic twist to the experience, reinforcing Liverpool’s unique position as a destination that blends world-class event infrastructure with cultural storytelling.

This year’s event also marked a strategic shift in format. Moving from a weekend to a midweek programme — and inviting agents without plus-ones — created a more focused, business-led environment, ensuring every interaction was purposeful and every conversation relevant.

The itinerary played out like a well-curated production. Proceedings opened with a “dine-around” experience, with agents moving between venues for different courses — from Red Carpet Martini cocktails and canapés at The Liner Hotel, to a main course at Radisson RED (served by team members dressed as film characters), and dessert featuring a real-life movie scene followed by live music at Hard Days Night Hotel.

Day two brought the business focus into sharp frame, with 1-2-1 speed networking hosted at INNSiDE Liverpool’s 360 Sky Bar, followed by lunch at Fazenda and a city-wide competitive treasure hunt — designed by Puzzleduck — as an interactive way to explore Liverpool’s venues while reinforcing the film theme. Winning teams were presented with Oscar-style trophies and prizes at the 5* Municipal Hotel & Spa drinks reception. The action-packed two-day experience concluded with a second dine-around, including Novotel Liverpool City Centre and Halyard Hotel, before desserts and a lively afterparty at Dicey Reilly’s, providing a fitting finale.

Throughout the trip, agents were introduced to an extensive portfolio of venues across the city, from major conference destinations such as ACC Liverpool, Spaces at The Spine, Hill Dickinson Stadium and Liverpool Football Club, to a diverse range of hotels.

Aparthotel options such as Staybridge Suites, Citadines and Happy Days Group further demonstrated the city’s flexibility for extended stays and group accommodation, alongside standout venues including Boxpark, Royal Liver Suites and The Jockey Club.

At the heart of the event was the LHA’s defining message: “One City, One Team.” Worn proudly on the group’s signature purple hoodies during the Friday networking event and treasure hunt, the phrase reflects a culture of collaboration that continues to set Liverpool apart.

Sales teams across the city work closely together, regularly referring business to one another when they are unable to accommodate enquiries — ensuring opportunities remain within Liverpool rather than being lost to competing destinations. This spirit of partnership was clear throughout the trip and left a lasting impression on attending agents.

Simon Bracewell, HelmsBriscoe, said:

“Liverpool doesn’t do anything by halves, and this fam trip was a brilliant reminder of just how diverse, creative and genuinely fun the destination is for events. The collaboration across the city really stands out, and the breadth of venues on offer is seriously impressive.”

Find out more about the Liverpool Hospitality Association here.

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