Ryan FowlerLiverpool City Region has announced a five-year plan to establish itself as the UK’s leading destination for tourism and careers. The region’s visitor economy generates £6.25bn annually, employs more than 58,000 people, and attracts 60 million visitors each year.
The new Destination Management Plan, created by the Liverpool City Region Local Visitor Enterprise Partnership (LVEP), sets out a unified vision to accelerate growth by 2030. It aims to make the city region the best place in the UK to “visit and stay for a day, a week, or a lifetime.” Combined Authority members will consider the strategic framework for approval 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. 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.”
The LVEP, set up in 2023 as one of the first Visit England-accredited partnerships, is chaired by Tony Hall CBE, Lord Hall of Birkenhead and a former BBC Director General. Its board includes representatives from sport, music, hospitality, and other key industries.
Major events such as Eurovision in Liverpool and the Open Golf Championship in Wirral helped drive growth in 2023, with staying visitor numbers rising to six million and spending increasing by 17% to £2.4bn. Research showed that the sector grew by 21% between 2022 and 2023, contributing £6bn annually to the economy.
The plan aims to raise productivity in the visitor economy, with Gross Value Added (GVA) per job targeted to increase from £22,700 to £27,200, adding an estimated £309m to the local economy each year. It also highlights the distinct attractions of the city region’s six local authority areas—Halton, Knowsley, Liverpool, Sefton, St Helens, and Wirral—and aims to position the region as a global leader in tourism.
Inspired by global destinations such as Melbourne, New York City, and Barcelona, the strategy includes a focus on attracting major events and explores the introduction of a tourist levy. It will be delivered in partnership with Government, councils, private sector organisations, and community groups.
To support the plan, a public-facing document and media campaign will be launched to showcase Liverpool City Region as a destination for work, play, and investment.
