How Visit Southport and Southport BID are shaping the destination’s visitor economy and business landscape.
Southport is undergoing a notable transformation, driven by strong leadership from both public and private sectors. Rachel Fitzgerald, CEO of Southport BID, and Mark Catherall, Tourism Service Manager at Sefton Council, sat down to discuss their shared ambitions for the town, the challenges ahead, and how their organisations contribute to Southport’s ongoing development.
SHARED GOALS, DIFFERENT ROLES
Rachel: While our organisations have distinct responsibilities, we are both focused on helping Southport grow as a destination and a business hub. The BID represents the interests of town centre businesses, ensuring they have the support they need to succeed.
Mark: From Visit Southport’s perspective, the aim is to develop a more sustainable visitor economy that works year-round. We’re focusing on increasing overnight stays, developing conference facilities like the Marine Lake Events Centre, and attracting day and staying visitors. There is overlap in our goals but also clear differences in our day-to-day priorities, which, when combined, benefit both our local and visitor economy.
POSITIONING SOUTHPORT WITH AUTHENTIC STORIES
Mark: We put a lot of emphasis on telling Southport’s story, the heritage, the coastline, the events, to give the town a distinct voice in a competitive market. The challenge is always ensuring these stories feel genuine and relevant to today’s audiences.
Rachel: Exactly. That’s why the BID’s well-received “Your Southport” brand focuses on showcasing the town from the perspective of local people and businesses. The website and digital content aim to capture the town’s character without over-polishing it. It’s about reflecting what Southport is today and how we’ve evolved. Both are vital to successfully positioning Southport to our target demographics.
EVENTS AS ECONOMIC DRIVERS
Rachel: Events continue to be one of the most powerful ways to draw people into the town centre. Family-friendly initiatives like the Bear Hunt Trail earlier this year, along with other seasonal activities, have helped attract new visitors, boosting both the local business community and the overall visitor experience.
Mark: Events also play a key role for Visit Southport in enhancing perceptions and drawing visitors beyond day trips. The Air Show, British Musical Fireworks Championship, Food and Drink Festival, and upcoming events like The Open at Royal Birkdale in 2026, all help raise Southport’s profile, not just regionally but nationally and internationally as well.
Rachel: Christmas is another time when the town comes alive and working alongside the Visit Southport team on marketing helps us extend the reach of what we offer locally. It’s public and private partnerships like ours that can deliver a greater level of success and provide a foundation for new partnerships in the future.
TAILORING MESSAGES AND AUDIENCES
Mark: We take a segmented approach with our campaigns, targeting families during summer, more mature visitors in autumn, and working closely with travel trade partners to bring in high-value tourists, especially golf visitors.
Rachel: The BID similarly focuses on supporting the local business community and attracting investment. Our new website is part of that, showcasing Southport as a place to live, work and grow a business. There’s a thriving, lively and passionate business community in Southport and they really make Southport what it is.
DATA AND FEEDBACK DRIVE DECISIONS
Rachel: Digital platforms and social media offer immediate feedback on what’s resonating. We aim to be flexible and respond quickly to changing visitor and business needs. You have to be data-driven, there’s no other way to benchmark success.
Mark: We also rely on data from footfall counters, spend data, accommodation statistics and post-event surveys. Together, these insights help both organisations refine their strategies and focus resources where they’ll have the most impact.
REGIONAL PARTNERSHIPS AND REPRESENTATION
Mark: At the city region level, we ensure Southport and Sefton as a whole is included in broader tourism and economic development conversations. Our involvement in groups alongside Marketing Southport and other stakeholders helps keep the town on the agenda.
Rachel: Similarly, The BID maintains strong connections with organisations like the Combined Authority, Merseytravel and of course Liverpool City Region Destination Partnership, advocating for the town’s priorities. While our roles differ, collaboration is necessary to advance shared objectives.
LOOKING AHEAD
Rachel: Southport is at an interesting point. There is a lot of potential, but also challenges to address. We want the town to be a place where people can build a good life, grow businesses and attract investment and this can only enhance our enduring reputation as a visitor destination. This incredible opportunity is what our well-received new website aims to showcase.
Mark: Yes, the next few years will be pivotal. With the Marine Lake Events Centre progressing and The Open returning in 2026, we’re working on longer-term strategies to ensure Southport’s growth is sustainable and meaningful.
Rachel: I agree. The opportunity here in Southport is staggering and there is clear ambition on all sides to make progress, which I hope this conversation highlights. Our shared commitment to building a stronger, more vibrant Southport is clear and that’s what makes us confident about Southport’s economic growth and bright future for all.
To find out more about Visit Southport and Southport BID, follow the links below: