This Is a Summary Document of the Visitor Economy Strategy for the Liverpool City Region To

LiverpooL City region visitor eConomy strategy to 2020- a summary oCtober 2009 Figures updated February 2011 introDuCtion 04 The LiverpooL CiTy region’s CulturaL and Tourism £4bn 14,000 offer is The sTrongesT ouTside of London and has Key driver for visitor new been boosTed by LiverpooL’s sTaTus as european spend regeneration CapiTaL of Culture in 2008 and The signifiC anT pubLiC by 2020 jobs and privaTe sector invesTmenT in reCenT years by 2020 the visitor economy is now of such importance to the this is a sector like no other; one that provides real and of course all of this helps to improve the local economy that it has been selected by political employment opportunities for the people of the City quality of life for the one and half million people leaders and business leaders as one of the four region in hotels, shops, restaurants, conference who live and work here. it encourages increased transformational sectors in the Liverpool City region venues, visitor attractions, cultural institutions, inward investment, sustains our communities, that has the potential to make a step change and transport and tours and creative industries. our local facilities and attractions, and makes help transform the economy over the next decade1. us proud to live in one of the most vibrant it is a key driver for broader regeneration. and culturally alive regions in the uK. this strategy is the bedrock of an action plan that will be developed in close consultation with key local and Liverpool’s phenomenal success as european over the past few years there has been a huge regional partners as well as the Department of Culture, Capital of Culture 2008 was the culmination of a improvement in the quality of our destination media and sport. an action plan that will harness decade-long programme of investment in Liverpool offering - but there’s still potential for further the opportunities presented by the unique offering of city centre, coupled with the impressive growth of development. the vision for the City region’s culture, music, heritage and sport to enable the visitor Liverpool John Lennon airport. a decade which visitor economy in 2020 is the result of economy to grow from its current value of £2.8 billion saw huge improvements in the public realm, extensive consultation with all those with visitor spend per annum by 50% to £4.2 billion by 2020. the brand new shopping and leisure district – an interest in the sector and this summary Liverpool one, the building of a major arena document offers a brief overview of just what it is estimated that by 2020 the visitor spend will and Convention Centre, as well as the stunning we’re looking to achieve over the next decade. support 55,000 jobs, a spectacular net increase programme of events during 08 itself. it was a of 14,000 (34%) on the current 41,000 jobs. decade in which the tourism sector developed to become a major source of wealth and jobs. 1 multi area agreement - september 2009 a story oF suCCess 06 greatly improved in The five years To 2008 risen from th th visitor offer LiverpooL CiTy region 16 to 6 place in across the City region has made greaT progress... the uK for risen from international 245th to 86 th in visitors the world for international conferences LiverpooL has LiverpooL CiTy region has • risen from 16th to 6th place in the uK • Increased overall visitor spend by 24% for international visitors - it’s now a £2.8 billion business, supporting 41,000 jobs • risen to 39th place in europe2 for international arrivals • Hosted two highly successful th • risen to 10 place in the uK for staying visits open Championships • th th risen from 245 to 86 place in the world • Developed new high quality hotels for international conferences - that’s such as the vincent (southport) and higher than new york! the Leverhulme (Wirral) and gained our first michelin star (Fraiche) • seen a 26% increase in hotel room sales but there’s no room for complacency, • expanded the range and depth of we need to build on this success and • Increased the city centre hotel our visitor offer with new attractions recognise that there is massive potential stock by more than a third on the Wirral Waterfront and at but still significant challenges ahead. • Delivered “one of the most successful Capital of aintree and much loved public Key stakeholders in the public and Culture programmes that we have ever had.” art at Crosby, ‘another place’ private sectors are determined to achieve José manuel barroso - president of the european Commission and sutton manor, ‘Dream’. ambitious targets over the next decade. on Jones r © 2 Latest data relates to 2006 our vision to 2020 08 southport- 50% growTh CreaTing a £4bn Liverpool- england’s england’s golf LiverpooL CiTy region world famous Classic resort Coast- the finest visiTor eConomy for culture, stretch of music, sport Championship and heritage golf in the world • By 2020 the visitor economy will • We will create and shape distinctive visitor grow by 50% and be worth £4.2 billion quarters, each with a strong sense of identity, individual market appeal and sense of arrival • It will support 55,000 jobs - an increase of 14,000 (34%) • southport will build on its reputation as england’s Classic resort and as one of the most • Liverpool will always be featured in the uK’s top successful national conference destinations 5 cities for short breaks and conferences and be one of europe’s top 20 favourite cities to visit • england’s golf Coast will be internationally acknowledged as the finest stretch of • Liverpool will be world famous for its exceptional championship golf in the world and host cultural, music, sporting and heritage offering to major golfing events – attracting high including, of course, its iconic World Heritage spending staying visitors to southport and Waterfront, the beatles and Liverpool Football Club the Wirral peninsula as well as the city • the entire Liverpool City region will be • Day visitors will continue to play an important renowned for its superb food offering and part in the visitor economy (with spending strong tradition of fine local produce, its high by day visitors increasing by 80% by 2020) quality hotels, fantastic shopping, unrivalled with the region’s coastal offering and public public transport and unique visitor welcome art trail encouraging thousands of visitors to discover the wider City region. our aims 10 high performing in deveLoping our visiTor eConomy highest and productive sTraTegy for The LiverpooL CiTy quality businesses region we have TaKen inTo aCCounT experience The wider aims of The norThwesT for our visitors aspirational Tourism sTraTegy career choice norThwesT aims LiverpooL CiTy region’s aims • enhanced communication with • Deliver the highest quality experience for our visitors • promote the visitor economy as an the region’s visitors by investing in our public realm, our transport, aspirational career choice and address any visitor information and destination welcome skills gaps in the hospitality industry • Higher levels of productivity and performance from the businesses • secure public and private investment to improve • Develop the visitor economy in a operating in the visitor economy the quality and range of our hotels, restaurants sustainable and responsible way and attractions, our conference, exhibition and • improved products and higher cultural venues and to attract major events • promote the City region through innovative quality experiences for visitors and effective marketing activity, with a • Help businesses in the visitor economy by clear focus on our destination brands, key • Improved levels of skills for working with them to improve their performance themes and well defined target markets those working in the sector and productivity by sharing best practice • an improved infrastructure for the visitor economy • For all activity related to tourism and the visitor economy to be based on the principles of sustainable development sHaping tHe pLaCe 12 we wiLL CreaTe and manage public and private disTinctive quarTers, eaCh investment in develop area the visitor offer wiTh a sTrong sense of action plans improve idenTiTy, To heLp drive new access and and addiTionaL visiTors gateways in LiverpooL Key beyond The stakeholder groups in each of these areas will businesses will work collaboratively to drive areas for foCus CiTy, The develop action plans that will fast forward the growth up quality standards and customer service, and invesTmenT are: prioriTies are: of their individual visitor economies, benchmarking business performance and workforce skills. themselves against the great visitor destinations • Liverpool • Lord street, of the world. they will stimulate enterprise, We will lobby for improvements that make the City Waterfront Southport plug gaps in their visitor offer and embrace high region more accessible for visitors and easier • unesCo World • sefton coast standards of visitor welcome and interpretation. to get around, with projects such as the mersey Heritage site gateway and the master plan for Liverpool John • Wirral coast the net result will be a mosaic of complementary, Lennon airport (which will see passenger numbers • Hope street distinctive, interesting places to visit grow from 5.5 million to 12.3 million by 2030). • port sunlight managed by those businesses and venues • ropewalks • West Kirby that will benefit from increased footfall. Continued improvements to the West Coast main • Cavern Quarter Line are vitally important milestones on our journey • george street, across the City region we will seek to attract further to visitor economy success and employment • baltic Quarter st.Helens private and public investment in our visitor offering. growth, as is the further development of the cruise this will include investment in budget, boutique and terminal as a turnaround facility enabling cruises • Chinatown • prescot 4 and 5 star hotels in line with growing demand; to start and finish in Liverpool.

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