Liverpool City Region has achieved a significant milestone in the tourism sector, with recent figures revealing a remarkable £6 billion contribution to the local economy. This growth reflects not only a strong recovery from the pandemic but also a surge in popularity as a premier destination, both domestically and internationally.
Independent research commissioned by the Liverpool City Region Local Visitor Enterprise Partnership (LVEP) for 2023 highlights the impressive growth. The region’s tourism value saw a 21% increase from 2022, reaching £6.25 billion. This surge is attributed to a substantial rise in visitor numbers, with over 60 million people visiting the region in 2023, a 4.4 million increase from the previous year. Notably, over 6 million visitors stayed at least one night, marking the highest number of staying visitors since 2017. These staying visitors contributed significantly to the economic impact, with their spending increasing by a remarkable 17% to £2.4 billion.
For travelers, these figures point to a vibrant and appealing destination that has successfully attracted a diverse range of visitors. Whether drawn by cultural landmarks, world-class events, or the region’s rich history, tourists are finding more reasons than ever to visit Liverpool City Region. The economic benefits are evident, as the influx of visitors contributes significantly to the local economy, supporting businesses, creating jobs, and driving further investment in tourism infrastructure.
Several high-profile events have played a pivotal role in boosting Liverpool’s tourism numbers. In 2023, the Eurovision Song Contest, held in Liverpool, catapulted the city onto the global stage, attracting visitors from across the world. Similarly, events like The Open Golf Championship in Wirral, the Southport Airshow, the Grand National, and the Liverpool Biennial have continued to draw large crowds, solidifying the region’s reputation as a leading events destination.
Liverpool’s tourism boom has broader implications for the global travel industry. The region’s success in attracting tourists underscores the importance of strategic event hosting, effective marketing, and investment in tourism infrastructure. For industry professionals, Liverpool City Region serves as a case study in how to leverage cultural and sporting events to drive tourism growth and economic development.
Looking ahead, the Liverpool City Region is poised for continued growth in its tourism sector. The formation of the Liverpool City Region Local Visitor Enterprise Partnership (LCR LVEP), chaired by Tony Hall CBE, marks a significant step in positioning the region as one of Europe’s major events capitals. This new partnership will play a key role in shaping the region’s tourism strategy, with a five-year destination management plan set to launch in March 2025.
Liverpool City Region’s tourism sector has not only rebounded from the challenges of the pandemic but has also set new benchmarks for growth and success. For travelers, this translates to more opportunities to explore a dynamic and culturally rich destination. The global travel industry can glean valuable lessons from Liverpool’s approach to tourism, particularly in leveraging events and strategic partnerships to drive economic impact. As Liverpool continues to evolve as a premier destination, it is likely to remain a key player in the global tourism landscape.
