By James Wood, Liverpool City Region Destination Partnership Marketing Campaign Manager
Liverpool City Region continues to cement its place as a must-visit destination for international travellers, and the latest VisitBritain LVEP webinar was a key opportunity to highlight what makes Liverpool unique.
I had the pleasure of discussing how Liverpool’s visitor economy is evolving, where new opportunities lie, and how trade professionals can leverage the city’s strengths.
This well-received webinar was delivered specifically for the hugely lucrative US travel trade market, and the recording has been emailed to VisitBritain’s US trade database.
For those who missed the webinar, you can watch it below or HERE on YouTube.
LIVERPOOL CITY REGION’S’S GLOBAL APPEAL AND STRATEGIC POSITIONING
One of the webinar’s key themes was Liverpool City Region’s ability to attract international visitors, particularly from North America. Liverpool City Region is deeply connected to global travel networks, making it easy for visitors to access and explore everything we offer. Aer Lingus plays a key role in connecting North American travellers to Liverpool via Dublin Airport, offering a convenient transatlantic route with US preclearance.
Liverpool John Lennon Airport is just 20 minutes from the city centre, providing convenient European connections and acting as a gateway for North American travellers transiting via Dublin. Manchester Airport, located 50 minutes away, offers direct North American routes via Virgin Atlantic and Aer Lingus, ensuring seamless long-haul access to the region.
Avanti West Coast strengthens our connectivity with hourly direct trains between London Euston and Liverpool Lime Street, cutting travel time to just over two hours. Additionally, Liverpool’s cruise port is a growing asset, positioning the city as a gateway to North Wales, Chester, The Isle of Man and the Lake District, creating a smooth arrival experience for international cruise passengers.
These strategic transport links reinforce Liverpool’s accessibility, ensuring the region remains front and centre for international travel markets.
THE POWER OF LIVERPOOL CITY REGION’S VISITOR ECONOMY
In the webinar, I discussed how Liverpool City Region’s visitor economy continues to evolve, driven by culture, heritage, business tourism, and world-class events.
This is far more than just a leisure destination. Liverpool City Region is a hub for major international conferences and events, reinforcing our reputation as a business-friendly city. It is a leading destination for cultural tourism, from music and arts to heritage experiences, attracting visitors looking for authentic, immersive encounters. The region’s global football legacy makes it a key location for sports-led tourism, drawing fans from around the world. Additionally, Liverpool City Region boasts a thriving food and drink scene, showcasing local producers and unique culinary experiences that contribute to its appeal as a dynamic and diverse visitor destination.
We also explored the region’s growing appeal to high-value travel markets, particularly in the luxury and experience-led sectors, where visitors seek bespoke itineraries and personalised travel experiences.
ESSENTIAL TRADE RESOURCES
For trade professionals looking to integrate Liverpool into their offering, we spotlighted key resources that provide essential insights and practical support.
- Groups Guide – A comprehensive tool featuring itinerary suggestions, transport insights, guided tours, and key hospitality venues.
- Visit Liverpool Website – A key consumer-facing resource highlighting Liverpool’s attractions, events, and visitor information.
- Liverpool City Region Showreel – A visually compelling introduction to the city, showcasing our best visitor experiences.
- Field to Fork – Highlighting Liverpool City Region’s food and drink heritage, showcasing local producers and culinary experiences.
- Tourism Overview – A concise snapshot of the city’s tourism landscape, ideal for travel professionals.
These resources ensure Liverpool City Region remains visible and accessible to trade professionals looking to engage with our visitor economy.
KEY TAKEAWAYS FROM THE WEBINAR
One of the biggest takeaways from our discussion was Liverpool City Region’s unique ability to blend cultural heritage with modern innovation. The visitor economy here is not just about history. It’s about forward-thinking experiences, investment opportunities, and a tourism sector built for sustainable growth.
We explored how Liverpool City Region’s thriving film industry presence can be leveraged to attract tourism linked to media and production, further enhancing the city’s global reputation as a cultural hub. The discussion also highlighted the importance of maximising the legacy of major sporting events, including football tourism and international tournaments, to continue drawing fans and visitors from around the world.
This webinar also afforded me the opportunity to champion Liverpool City Region’s thriving film tourism industry, highlighting how the recent successful ‘Liverpool: The Ultimate Setting’ marketing campaign was designed to align closely with VisitBritain’s global film campaign.
Additionally, we emphasised the need to strengthen partnerships between local businesses and global trade professionals, ensuring Liverpool is strategically positioned in both established and emerging markets. Liverpool City Region’s success as a visitor destination isn’t accidental, it’s driven by smart strategy, strong collaboration, and an understanding of what global audiences want.
NEXT STEPS: GET INVOLVED
The Liverpool City Region visitor economy is thriving, and we want trade professionals to be part of this momentum.
- Watch the webinar to gain firsthand insights into Liverpool’s evolving visitor landscape.
- Explore our trade resources to enhance inbound marketing and planning.
- Contact us to discuss opportunities to collaborate and amplify Liverpool’s visitor economy.
Liverpool City Region continues to lead the way in tourism innovation, market engagement, and global appeal. By working together, we can strengthen our presence internationally and ensure Liverpool remains a priority destination for travel trade professionals.
Let’s maximise this opportunity and take Liverpool City Region’s visitor economy to the next level.