LIVERPOOL CITY REGION WELCOMES TRAVEL TRADE FROM CHINA, NEW ZEALAND AND AUSTRALIA: A FAM TRIP SUCCESS

By James Wood, Campaign Manager, Marketing Liverpool

When it comes to showcasing the very best of Liverpool City Region, nothing beats experiencing it in person. That’s why we were delighted to host two major Familiarisation (FAM) trips in January 2025, welcoming travel professionals from China, New Zealand and Australia to explore our world-class attractions, accommodation, and hospitality.

These visits, organised as part of VisitBritain’s (VB) Showcase Britain initiative and in conjunction with ETOAs Britain & Ireland Marketplace, provided a fantastic opportunity to strengthen Liverpool’s international profile and drive regular, volume business.

WHY THESE FAM TRIPS ARE IMPORTANT

FAM trips are a vital tool in travel trade marketing. By inviting key decision-makers – tour operators, travel agents, and media representatives – to experience Liverpool City Region first-hand, we increase the chances of the city being included in future travel itineraries.

China, New Zealand and Australia represent high-spending inbound markets with significant growth potential for the region. Pre-pandemic, China was one of Liverpool’s fastest-growing visitor markets, and with direct air routes from Shanghai and Beijing into Manchester Airport, there’s a renewed opportunity to welcome more Chinese visitors.

Australia’s interest in Liverpool City Region was cemented during last year’s VisitBritain Australia Roadshow, where feedback from travel buyers highlighted the region’s strong appeal. As a result, Liverpool City Region (along with Cumbria) was chosen as one of only two UK destinations to host the Australian group.

SHOWCASING LIVERPOOL’S BEST

Across both trips, a carefully curated itinerary highlighted the city region’s strengths in music, sport and culture. The groups visited iconic attractions, including:

• Liverpool FC – A highlight for sports fans, including a meet-and-greet with club legend Phil Thompson.
• The Beatles Story, Beatles Statues & Cavern Club – A must for any music lover, with a particularly memorable moment when the Chinese group broke into a spontaneous rendition of Hey Jude at the Beatles statues—social media loved it!
• Strawberry Field – A special experience for the Australian group, who had the chance to meet Julia Baird (John Lennon’s sister) and hear personal stories about growing up with John.
• Cultural & Heritage Gems – Including the Royal Albert Dock, Liverpool Cathedral, St George’s Hall, Central Library’s Reading Room, RLB360, and the Lady Lever Art Gallery.
• Film Locations Tour – Showcasing Liverpool’s thriving film industry and its role in global productions.
• Port Sunlight Village Walking Tour – A picturesque glimpse into the region’s architectural and historical richness.
• City walking tour with Liverpool Tour Guide, Paul Beesley

To reflect their target markets, the groups stayed at the Municipal Hotel and Titanic Hotel, while dining experiences included a standout evening at The Art School Restaurant, where acclaimed chef Paul Askew personally welcomed the delegates.

THE IMPACT AND WHAT’S NEXT

Feedback from both groups has been overwhelmingly positive. Nearly all the attendees had never visited Liverpool City Region before and were amazed at the variety and quality and quantity of attractions on offer. Immediate outcomes from the trips include:

• New business secured for local attractions.
• Strong enquiries for meetings and events in Liverpool City Region.
• International trade press coverage in China, Australia, and New Zealand.
• Significant social media exposure, with travel buyers actively sharing their experiences.
• A live Liverpool destination update delivered to China—to one of the country’s biggest travel operators.

By working closely with local partners and aligning our international marketing efforts, we can see success in attracting high-value visitors, particularly in the crucial Sunday-to-Thursday period.

LEADING INDUSTRY SUPPORT

The success of these trips has also been recognised by industry partners. VisitBritain, which played a key role in organising the visits, has highlighted Liverpool City Region’s growing appeal in both markets. Their insights reinforce why opportunities like these are so valuable for securing long-term international travel trade partnerships.

Paul Gauger, Executive Vice President, The Americas, Australia & New Zealand, VisitBritain:

“Liverpool City Region is a destination that resonates with international travellers, offering an incredible blend of music, sport, and culture. These travel trade educational trips are a fantastic way to showcase the region’s unique appeal internationally, and we’re thrilled to see such strong engagement from our Australian travel trade partners. With Liverpool’s growing profile in the Australian market, we look forward to seeing even more visitors choosing the city as a must-visit UK destination.”

Travis Qian, Head of Greater China & North East Asia, VisitBritain:

“China is one of the UK’s most valuable inbound tourism markets, and Liverpool City Region’s rich cultural heritage and strong links to ‘The Beatles’ make it a dream destination for Chinese travellers. With Liverpool’s 25-year sister city relationship with Shanghai, there is a strong foundation for deeper collaboration, and we’re excited to explore how this connection can enhance future opportunities. The enthusiasm from our travel trade partners during this visit has been incredible, and we look forward to supporting Liverpool City Region in growing its presence in the Chinese market, ensuring it remains a key part of future UK itineraries.”

CONTINUING THE MOMENTUM

The relationships built during these FAM trips do not stop here. I’m very happy to report that we’ve already shared contacts between the buyers and Liverpool City Region’s tourism businesses, and we’ll continue nurturing these connections through our trade database and social media engagement. I’ll also be working closely with VisitBritain to track progress and provide ongoing support to convert interest into long-term business.

These trips have proven once again that Liverpool City Region has a compelling international tourism offer, and the work we do today will help to ensure more visitors from China and Australia in the years to come. A huge thank you to everyone who helped make these visits such a success—I can’t wait to see the impact they have on our visitor economy!