New tourism boss appointed to position Liverpool City Region as the ultimate global destination

Liverpool City Region’s new tourism boss says she’s looking forward to making “a real and positive difference” in helping the area “remain a top destination on the global stage”.

Natalie Wyatt has been announced as the new Managing Director of the Local Visitor Economy Partnership (LVEP).

Natalie, who starts the role at the end of October, will be instrumental in the strategic development and management of LVEP, a newly established body dedicated to enhancing the Liverpool City Region’s thriving visitor economy. 

The role will focus on destination marketing, stakeholder engagement, and promoting tourism on both a national and international scale. This role is crucial in amplifying the region’s reputation as a premier visitor destination, leveraging the unique cultural and environmental opportunities that the city region offers.

Although yet to be officially named, the Local Visitor Economy Partnership (LVEP) has been put in place to significantly boost the region’s £5bn-a-year visitor economy, which currently employs around 51,000 people. 

This partnership, supported by local authorities in the city region, will be delivered in collaboration with the Liverpool City Region Combined Authority and Liverpool City Council. Chaired by Tony Hall CBE, Lord Hall of Birkenhead, LVEP aims to position Liverpool as one of Europe’s major events capitals, maximising the economic benefits of its global appeal.

Natalie brings with her a wealth of experience and expertise having previously served as Head of Marketing and Revenue Growth at Merseyrail. In her previous role, Natalie led the development and delivery of marketing and passenger communication strategies, strategic partnerships, and supporting major events across the Liverpool City Region.

Councillor Liam Robinson, Leader of Liverpool City Council, said:

“Working collegiately with the Liverpool City Region Combined Authority This new collaborative approach is about unlocking the full potential of the Liverpool City Region and this new appointment plays a pivotal role in its success. Liverpool has already excelled in events and self-promotion, but now, by uniting the entire region, we can achieve even greater impact.

“Through a one-front-door strategy, we’ll enhance our accessibility and visibility, showcasing our world-class attractions, thriving film industry, leadership in gaming and science, and rich cultural heritage.

“This partnership will cement the Liverpool City Region’s status as a key global player – accelerating our key strengths, developing our skills, connectivity and international positioning.”  

Natalie Wyatt said:

“I can’t wait to get going and start to make a real, positive difference. I’m so pleased to be part of a team committed to devising and delivering a strategy which places our six amazing boroughs at the epicentre of everything.

“It will be LVEP’s ambition to amplify the City Region’s endless assets to such an extent, that we’re the first destination that comes to mind for anyone organising a major event, looking for new business locations or filming the next Hollywood blockbuster. 

“By embracing innovation, fostering collaboration, and prioritising the well-being of both visitors and residents, LVEP will ensure Liverpool City Region remains a top destination on the global stage.”

For more information about LVEP, head to the official website.

See what’s on this week across Liverpool City Region HERE.