In a groundbreaking move set to redefine the UK’s tourism landscape, the Liverpool City Region has unveiled an ambitious multi-year plan to position itself as the nation’s top destination for visitors and careers. With a thriving visitor economy already generating £6.25 billion annually, this bold initiative aims to capitalize on the region’s cultural, musical, and sporting appeal to drive sustainable growth, boost jobs, and solidify its status as a leader in the UK tourism revolution.

The Liverpool City Region has launched a visionary five-year masterplan aiming to position itself as the premier tourism and career destination in the UK by 2030.

The Region’s Economic Powerhouse

Currently, the region’s vibrant visitor economy generates an impressive £6.25 billion annually, employs over 58,000 people, and attracts 60 million visitors each year. This thriving sector draws tourists with its iconic cultural, musical, and sporting events.

Destination Management Plan: A Unified Vision

A groundbreaking Destination Management Plan (DMP), crafted by the innovative Local Visitor Enterprise Partnership (LVEP), outlines the strategy for growth. The plan’s ambition is simple yet transformative: make the Liverpool City Region the best place in the UK to “visit and stay for a day, a week, or a lifetime” by 2030.

The Combined Authority is set to approve this strategic framework, with a public 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.” 

Achievements and Growth Momentum

The Liverpool City Region has become a frontrunner in tourism innovation, establishing one of the first Visit England-accredited LVEPs in 2023. Under the leadership of Tony Hall CBE, former Director General of the BBC and Chair of the partnership board, the region is leveraging expertise from sport, music, hospitality, and more.

Recent milestones include hosting world-class events like the Eurovision Song Contest, the Open Golf Championship, and the Southport Airshow, which collectively boosted tourism revenue, jobs, and global recognition.

Independent research showed remarkable growth, with the sector expanding by 21% from 2022 to 2023, generating £6 billion annually. The number of staying visitors surged to six million, and their spending climbed by 17% to £2.4 billion.

A Plan to Sustain Growth

The new DMP focuses on:

• Sustainable visitor growth: Highlighting the unique charm of local authority areas, including Halton, Knowsley, Liverpool, Sefton, St Helens, and Wirral.
• Economic impact: Boosting productivity by increasing Gross Value Added (GVA) per job from £22,700 to £27,200, adding £309 million annually to the economy.
• Major events strategy: Attracting global showpiece events and potentially introducing a tourist levy.
• Global inspiration: Drawing lessons from destinations like Melbourne, New York, and Barcelona.

Collaboration and Public Engagement

Delivery of this ambitious plan will involve government bodies, private organisations, councils, and community groups. A public-facing document and media campaign will further amplify the initiative’s goals, inviting locals and visitors alike to participate in shaping the region’s future.

With its bold vision, Liverpool City Region is not just aiming to lead in tourism but to redefine it—turning every visitor into a lifelong ambassador of its charm, culture, and opportunities.

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