On Tuesday 30 September, leaders from across the UK came together in Liverpool to shine a spotlight on the importance of seaside and coastal communities.
Hosted by Liverpool City Region Destination Partnership, the roundtable welcomed contributions from VisitEngland, Sefton Council, MPs representing coastal constituencies, and local leaders, all focused on how to unlock growth and opportunity for these unique destinations.
Timed to coincide with the Labour Party Conference, the discussion explored how to:
- Drive year-round visitor appeal to coastal destinations
- Strengthen community pride and cohesion
- Partner with VisitEngland to support regeneration and growth
Putting Coastal Communities at the Heart of the Visitor Economy
The conversation was led by Councillor Marion Atkinson, Leader of Sefton Council, who highlighted the vital role tourism plays in shaping local identity, boosting town pride, and sustaining businesses. She emphasised the need for diversification to extend the season, ensuring that coastal economies can thrive beyond the summer months.
A highlight of the session was recognition of the £20m funding awarded to Southport Pier through the government’s Growth Mission Fund. This investment demonstrates the value of cultural and historic landmarks in driving regeneration, attracting visitors, and enhancing the appeal of our coastal towns.
Sharing Experiences from Across the UK
The roundtable welcomed insights from:
- Polly Billington MP (East Thanet)
- Alison Hulme MP (Scarborough and Whitby)
- Bayo Alaba MP (Southend East and Rochford)
- Jessica Toale MP (Bournemouth West)
Each shared the experiences of their own seaside communities, underlining how the visitor economy continues to be a cornerstone of local growth, jobs, and cultural vibrancy.
Chaired by Lord Basson of Brighton, the session also showcased best practice examples from across the UK, including:
- The Whitby Gothic Weekender, a unique celebration of culture and creativity
- The Turner Contemporary gallery in Margate, a driver of cultural regeneration
- An “off-season” campaign in Margate, celebrating the creative and artistic spirit of the town
Conversations also tackled shared challenges such as skills and recruitment in the sector and the impact of short-term lets.
Looking Ahead with VisitEngland
Closing the session, Patricia Yates, CEO of VisitEngland/VisitBritain, reflected on how national campaigns can continue to champion domestic tourism and highlight the unique offers of our seaside destinations. From cultural icons to creative festivals, the UK’s coastal towns are rich with opportunity, and collaboration is key to ensuring they thrive all year round.