The tourism industry around the Liverpool City Region has reached a significant growth milestone, as it has now become worth more than £6 billion.
According to Liverpool City Region Combined Authority, the tourism sector has grown well after the pandemic, with this contributing to the city region’s overall economic growth. With figures coming in the latest research commissioned by the region’s Local Visitor Enterprise Partnership, the success can be put down to a number of high-profile events including the Eurovision Song Contest and the Open Golf Championship.
Some headline figures for this growth include:
- Tourism value has increased 21% since 2022, now sitting at £6.25 billion
- Visitor numbers have risen to 60.29 million, an increase of 4.4 million since 2022
- Staying visitors have increased to 6.016 million, compared to 5.833 million in 2022
- Day visitor numbers are on the rise, currently standing at 54.28 million
- There has been a 13% increase in the number of jobs in the tourism sector since 2022
- Hotel occupancy rates have risen to 76.5%, on the way back up to the 2019 figure of 78.4%
Mayor of Liverpool City Region Steve Rotheram said:
"This is a fantastic milestone for the Liverpool City Region and a testament to the incredible resilience and creativity of our area. To see the visitor economy now generating over £6bn is proof that our efforts to showcase the best of what we have to offer - from our stunning cultural landmarks to world-class events - are paying off in spades.
“2023 was a year like no other, with the vibrant colour and glitter of the Eurovision Song Contest, which put us on a global stage, and events like The Open and the Grand National drawing visitors from far and wide. Our region’s appeal is stronger than ever, and these figures show that people are voting with their feet.
“But it’s not just about the numbers; it’s about the jobs and opportunities this growth is creating for local people. We’ve worked hard to make Liverpool City Region a destination that’s not just great to visit but great to live in. With more visitors staying, generating record-breaking hotel occupancy, and our cultural events calendar packed to the brim, we’re proving that this is a place where the world wants to be—and that’s something we should all be proud of."
A number of initiatives have been led by the combined authority, in order to promote the region. One of these initiatives has focused on coherent regional marketing through the three-year, £3.2 million Destination Marketing project that targets markets for growth both domestically and overseas. The combined authority has also supported the business events through the Strategic Investment Fund, which has helped to boost the number of conferences in the region.
Image credit: Liverpool City Region Combined Authority
