James Wood on Why Groups Love Liverpool and What’s New in the Latest Guide
If you’re in the business of organising group travel, then you need to know about the Liverpool City Region for Groups Guide. Packed with inspiration, itineraries, and insider tips, it’s the ultimate resource for planning unforgettable trips across Liverpool City Region.
We caught up with James Wood, Campaign Marketing Manager at Liverpool City Region Destination Partnership, to chat about the latest edition of the guide, the changing landscape of group travel, and why Liverpool City Region is such a phenomenal destination for groups of all sizes.
James, tell us about the new Liverpool City Region for Groups Guide. What’s inside?
This year’s guide is bigger, better, and packed with even more reasons to bring groups to Liverpool City Region. We’ve got exclusive behind-the-scenes tours, brand-new attractions, and a deep dive into the region’s incredible events calendar. We’re also shining a spotlight on Wirral, one of the real hidden gems for groups, while making sure every borough is represented. Whether you’re planning a cultural deep dive, a foodie adventure, or a sport-filled itinerary, there’s something in here for everyone.
What are some of the standout features in this edition of the guide?
This year’s guide is packed with inspiration for group travel. We’ve got dedicated features on Wirral, showcasing Port Sunlight, Lady Lever Art Gallery, and the stunning coastline at Thurstaston and New Brighton. Further up the coast we highlight Southport’s major events, including the Southport Air Show, the Flower Show, and the Food & Drink Festival.
We’re also covering big sporting moments, from Everton FC’s new stadium move to the World Boxing Championships at M&S Bank Arena and, of course, the Randox Grand National at Aintree. For culture lovers, there’s a deep dive into Liverpool Biennial and the city’s status as a UNESCO City of Music—perfect for groups who love live performances and festivals.
Beyond the city, the guide looks at hidden gems across the region, from Norton Priory to Shakespeare North Playhouse and Knowsley Safari. And, as always, we’ve got practical information on coach parking, itinerary ideas, and exclusive perks for group bookings.
Wherever a group’s interests lie, whether it’s heritage, sport, nightlife, culture, retail or food—there’s something in this guide to make your visit to Liverpool City Region unforgettable.
How does the guide help group travel planners?
We know that planning a group trip can feel like a logistical puzzle, so we’ve made it as easy as possible. The guide is full of practical details, coach parking, driver incentives, accommodation options, and ready-made itineraries so you can mix and match experiences. And if you need bespoke advice, we’re here to help. We’re all about making Liverpool City Region as group-friendly as possible.
What’s the biggest misconception about group travel?
That it’s all UK senior travellers with rigid itineraries and matching raincoats! The reality is very different. Today’s group travel is much more international, higher spending, personalised, and experience-led, with a whole cross-section of society on board. Whether it’s multi-generational families, international visitors, special interest tours, or even corporate incentives, groups are looking for unique, tailored experiences. And Liverpool City Region delivers that in spades.
What makes Liverpool City Region such a great destination for group travel?
We’ve got the perfect mix: world-class attractions, a walkable city centre, amazing transport links, and a legendary reputation for hospitality. Groups love the variety here: one minute you’re exploring The Beatles Story, the next you’re standing pitch-side at Anfield, then you’re hopping over to Wirral for coastal walks and Michelin-starred dining. There’s no other UK destination that offers this kind of breadth and quality, all within easy reach.
Another huge plus is our proximity to Chester, North Wales, Cumbria and Manchester – making Liverpool an ideal base to explore the North West’s cities, countryside and coastline. Onward travel to Ireland and the Isle of Man is also super convenient from Liverpool by ferry or air.
We also have good hotel availability between Sundays and Thursdays, so for our local visitor economy, the groups market can really help to fill the gap between weekends with regular, volume business.
Speaking of Wirral, I particularly enjoyed reading about all the things visitors can do there.
Yes. Wirral is simply a dream for groups. Nestled between Chester and Liverpool you’ve got Port Sunlight with its stunning architecture and Lady Lever Art Gallery, the Mersey Ferries offering cruises between Liverpool and the peninsula, and miles of coastline to explore. And it’s not just sightseeing. Wirral’s food scene is unreal, from traditional fish & chips in New Brighton to fine dining at award-winning restaurants. We’ve also recently done a lot of work promoting Wirral as a destination, so we hope to see a real rise in group bookings. We’re aiming to spotlight a different region in every edition after receiving positive feedback on this format.
What kind of impact does group travel have on the visitor economy?
It’s massive. Groups fill hotels, restaurants, and attractions, especially midweek when tourism businesses need footfall the most. They also spend across the region, helping smaller, independent businesses thrive. We’re seeing international groups spending more time in Liverpool City Region too, which is brilliant for extending stays and boosting the economy.
Outside of this guide, what else do you do to attract more groups?
A lot! We work closely with Visit Britain, tour operators, travel agents, and coach companies to develop new packages and promote the region at national and international trade shows. We also run regular familiarisation trips so the travel trade can experience the region first-hand—it’s always easier to sell somewhere you’ve experienced yourself!
Last year we submitted a winning bid to host the 2024 UK Inbound Convention and it proved to be a perfect showcase for the city region with over 400 international tourism professionals experiencing our offer first-hand. This was a game changer for our visitor economy. Feedback was incredible with a host of new business contracts secured. It’s actually gone down as their most successful convention to date.
What’s been the impact of this work on group travel to the region?
The growth has been incredible. We’re seeing more first-time visitors, more repeat visits, and bigger international groups choosing Liverpool City Region over other UK destinations. Tour operators are telling us they love the variety we offer, and the feedback from visitors is fantastic. There’s never been a better time to bring a group here.
Finally, where can people get the guide?
It’s available to read for free on the VisitLiverpool website. And if you’re in the travel trade, sign up for our newsletter—you’ll get all the latest updates, event news, and exclusive offers to help plan your next group trip to Liverpool City Region.
Ready to Plan Your Group Trip?
Take a look at the latest Liverpool City Region for Groups Guide below or at visitliverpool.com and start planning an unforgettable group experience today.
Read the latest edition of the Liverpool for Groups Guide on the VisitLiverpool website HERE