Liverpool City Region’s visitor economy demonstrated resilience in 2024, with visitor spending rising to £6.251 billion, despite national declines in tourism.
The latest STEAM (Scarborough Tourism Economic Activity Monitor) report, compiled by Global Tourism Solutions (UK) Ltd, shows that visitor spend increased by 0.1% year-on-year, reflecting higher average spend per visitor and the enduring appeal of Liverpool City Region as a high-quality visitor destination that also contributes to over 55,000 jobs in the sector.
Whilst overall visitor numbers fell to 57.07 million, a 5.3% decrease from 2023, with both staying and day visitors slightly down, this trend reflects national patterns, with rising living costs, unsettled weather, and personal finances consistently cited by VisitBritain in their UK Domestic Sentiment Tracker as barriers to travel throughout 2024.
Key 2024 Figures (vs 2023) for Liverpool City Region:
● Visitor spend: £6.251bn (+0.1%)
● Total visitors: 57.07m (-5.3%)
● Staying visitors: 5.97m (-0.7%)
● Day visitors: 51.10m (-5.9%)
● Tourism employment: 55,278 jobs (-5.4%)
● Hotel occupancy: 75.5%
Looking ahead, Liverpool City Region is well placed to build on its solid foundations as the region’s Destination Management Plan (DMP) sets out a clear framework for growth from 2025 to 2030.
Covering Halton, Knowsley, Liverpool, St Helens, Sefton and Wirral, the five-year plan sets out the shared vision of the newly established Liverpool City Region Destination Partnership (LCRDP). It identifies priority areas that will drive growth, resilience and sustainability in the visitor economy, working in collaboration with both public and private sector organisations.
These include:
● Promoting the region nationally and internationally to attract new audiences and longer stays.
● Expanding the quality and diversity of the year-round visitor offer.
● Driving investment in infrastructure and marketing in new attractions, accommodation and infrastructure.
● Supporting the workforce and skills development across the sector.
● Strengthening strategic partnerships with local authorities, businesses, and cultural institutions.
The DMP seeks to build on the region’s strong foundations which have over the years seen a benefit from high-profile events such as the Eurovision Song Contest and The Open Golf Championships to more recently, Taylor Swift’s ‘The Eras Tour’ and BBC Radio 1’s Big Weekend. These, alongside wider city region events including Southport Flower Show, The Grand National, River of Light, Creamfields and Liverpool Biennial, all contribute to driving visitor numbers, income and jobs. In addition, 2026/2027 will see the reopening of attractions including TATE as well as improvements to the public realm which will enhance accessibility and movement across the city.
The rise in visitor spend – despite the absence of the extra boost of major events in 2024 in comparison to 2023 – highlights the enduring appeal of the region’s attractions and accommodation offerings.
Leaders across the region have emphasised the importance of continued collaboration of the public and private sector and partners to deliver on the DMP’s ambitions, ensuring the visitor economy remains a cornerstone of the city region’s cultural and economic success.
Natalie Wyatt, Managing Director of Liverpool City Region Destination Partnership said:
“Whilst these recent figures reveal a picture of a resilient Liverpool City Region visitor economy, The Destination Management Plan gives us a clear framework to build upon, setting out a shared vision with our partners to ignite and accelerate growth in the region’s visitor economy between 2025 and 2030.
“Whilst we’ve held firm, we recognise more needs to be done now more than ever. This is a unique opportunity for public and private stakeholders to come together and deliver a real step change – creating a more ambitious, impactful and dynamic visitor economy that reflects the new economic and political context which will ensure the sector continues to thrive for years to come.”
Lord Tony Hall CBE, Chair of the Liverpool City Region Destination Partnership Board, said:
“In a challenging year for UK tourism, Liverpool City Region has once again demonstrated its resilience and agility. The rise in visitor spend – despite the absence of major events like Eurovision or The Open – speaks volumes about the strength of our attractions and hospitality offer.
“This performance underscores the value of sustained investment in the visitor economy. It’s not just about boosting footfall – it’s about delivering real economic impact: creating jobs, supporting local enterprises, and engaging audiences from around the world. As we look ahead to future growth and landmark events, these results provide a robust platform for continued success.”