LiverpooL City region visitor eConomy strategy to 2020 oCtober 2009 Figures updated February 2011 The independent economic model used for estimating the impact of the visitor economy changed in 2009 due to better information derived about Northwest day visitor spend and numbers. All figures used in this version of the report have been recalibrated to the new 2009 baseline. Other statistics have been updated where available. Minor adjustments to forecasts based on latest economic trends have also been included. All other information is unchanged. VisiON: A suMMAry it is 2020 and the visitor economy is now central World Heritage site, and for its festival spirit. to the regeneration of the Liverpool City region. it is particularly famous for its great sporting the visitor economy supports 55,000 jobs and music events and has a reputation for (up from 41,000 in 2009) and an annual visitor being a stylish and vibrant 24 hour city; popular spend of £4.2 billion (up from £2.8 billion). with couples and singles of all ages. good food, shopping and public transport underpin Liverpool is now well established as one of that offer and the City region is famous for its europe’s top twenty favourite cities to visit (39th friendliness, visitor welcome, its care for the in 2008). What’s more, following the success of environment and its distinctive visitor quarters, its year as european Capital of Culture, the city built around cultural hubs. visitors travel out continued to invest in its culture and heritage to attractions and destinations in other parts of and destination marketing; its decision to use the City region and this has extended the length the visitor economy as a vehicle to address of the short break and therefore increased the wider economic and social issues has paid value and reach of tourism in the City region. dividends. Liverpool is not only one of the top five UK cities for short breaks, for conferences a focus on Liverpool city centre was the key to and for shopping and cultural visits but also achieving this success but other parts of the City one of the most popular areas in the UK in region have also invested in their visitor offer which to study, live, relocate and invest. and extended their appeal to particular target groups. southport, for instance, has built on annual occupancy in the city’s 50 hotels is its reputation as a classic resort, successfully always above 70%. Large branded 4 star attracting national association conferences that and budget hotels are complemented by an are looking for a resort location. it also attracts eclectic mix of stylish, individually designed 5 the short break market and golfers, for whom, star boutique hotels, aparthotels and serviced along with the Wirral peninsula, it provides apartments, as well as hostels catering for the a base to explore england’s golf Coast, the international backpacker. Liverpool City region finest stretch of championship links golf in the boasts more gold and silver rated places to stay world. Day visitors from across the northwest than any other comparable UK destination. and beyond enjoy the improved access and visitor facilities on the coast, particularly in Liverpool is frequently voted one of the sefton and Wirral, as well as the City region’s best places to visit in the UK due to the industrial heritage product. a particularly strong quality and breadth of its visitor offer. draw for visitors is the renowned collection of public artworks that has developed across the city is now renowned for its diverse and the City region, epitomised by st.Helens. distinctive culture, for its iconic waterfront and cONTENTs vision: a summary 5 the Leisure market 17 aims and objectives 6 Festivals and events 22 about this strategy 6 the Conference market 23 the importance of the visitor economy 8 Delivering the strategy 24 Key Drivers and trends 9 appendix a 26 access, place making and place management 10 appendix b 30 the rationale 13 appendix C 34 the marketing approach 16 appendix D 41 LiverpooL City region - Visitor EcONOMy sTrategy to 2020 5 1. AiMs ANd ObjEcTiVEs to promote the visitor economy as a first 2.4 improve its performance as a short break choice career and to address skills gaps in the Liverpool First (Liverpool’s Local strategic destination for UK visitors. it is currently 10th5 1.1 hospitality workforce including management partnership) has recently published its own vision amongst english cities in attracting UK visitors in the northwest regional Development agency and leadership, customer service and chefing for Liverpool 2024: a thriving international city, contrast to its position as 6th6 amongst UK cities is tasked by the government with providing the outlining the city’s ambition’s over the next 15 in attracting overseas visitors. the european strategic lead for tourism in the northwest to develop the visitor economy in a sustainable years and providing a context for driving forward Capital of Culture 2008 award has played an and is supported by five sub-regional tourist and responsible way to minimise potential culture and the visitor economy. important role in turning around out-dated boards to which it provides core funding for negative impacts and maximise benefits images of the city and it will be important to both destination marketing and destination for local businesses and residents 2.5 carry through the opportunities this presents. leadership and development activities. to promote the City region through a clear the strategy takes its lead from the phenomenal there is a need for further investment in the visitor additionally, in the Liverpool City region, understanding of our destination brands, success of Liverpool as the european Capital of experience – the quality of the public realm, the eU funding has been sourced via the nWDa to lead themes and target markets Culture 2008. there were an estimated 15 million range and choice of things to see and do and support these activities. the agency’s tourism visits to cultural events and attractions during places to stay, and the quality of the events and strategy¹ sets out the following aims: 20082 with nearly a quarter of all visitors to the connectivity across all of the City region to enable city making their first ever visit to Liverpool. total both Liverpool and surrounding destinations and enhanced communication with the region’s visitors 2. AbOuT This sTrategy economic impact is estimated at £800 million. attractions to work effectively together. Higher levels of productivity and 2.1 staying visitor nights to Liverpool from elsewhere performance from the businesses this is a visitor economy strategy for the in the UK increased by 28%3 during the year 2.8 operating in the visitor economy Liverpool City region to 2020 and follows on (against a backdrop of a small decline in nights in the strategy recognises the importance of the from the previous ‘vision 2015’ strategy, the the UK as a whole) and Liverpool is now ranked people who work within the sector and the role improved products and higher quality Liverpool City region: Winning tourism for at 86th in the world for convention business, up they play in providing a quality experience for the experiences for all of the visitors to the region england’s north West. it provides a framework from 150th4 the previous year. it leaves no doubt visitor. nationally7, skills priorities are identified to help achieve our vision. it will help all that Liverpool is a premier european destination. as management and leadership, customer service For the people who work in the visitor economy stakeholders with a responsibility or interest Liverpool is the lead brand for the City region and chefing and these, along with destination to have, and to be using, improved levels of skill in tourism and the visitor economy to prioritise with the capability of growing the size of the awareness and language skills, remain the focus an improved infrastructure for the visitor economy activity and as a result work together effectively overall visitor market in the northwest. it is the for Liverpool City region for the foreseeable to optimise the performance of tourism as a destination where the greatest economic added future. at the same time, the visitor economy’s For all activity related to tourism and key economic sector for the City region. value to the City region can be achieved. image and role as an employer and employment the visitor economy to be based on the generator is still underplayed. the new industry principles of sustainable development 2.2 2.6 focused diplomas8 for young people offer the the City region produces an annual Destination Liverpool’s renaissance illustrates the role that opportunity for tourism and hospitality businesses management plan (Dmp) that sets out a rolling 1.2 culture can play alongside other investment as a to present themselves in a new light to their three year programme of tourism priorities and the objectives of this strategy driver for regeneration. in the five years to 2008, future workforce. actions. this strategy provides a framework for are aligned with these aims: the City region has made substantial progress that activity. it creates a longer term view and in improving both the quality of the destination 2.9 to provide high quality experiences for all offers a wider perspective that can help prioritise offer and its reputation. this is particularly true of the visitor economy is now recognised as a visitors to the City region by investing in our more immediate action. Liverpool city centre but also true of many other driver for regeneration within the City region public realm, transport, visitor information, parts of the sub region.