Liverpool City Region has welcomed senior representatives from VisitBritain and VisitEngland, international visitor economy teams, and Local Visitor Economy Partnerships (LVEPs) and Destination Management Organisations (DMOs) from across the UK for this year’s VIBE event.
The Liverpool team won a competitive bid to host the prestigious event, which was last brought together, in person, pre-COVID times.
The influential group of destination and tourism leaders were hosted in Liverpool for networking, discussion and a programme showcasing the region’s attractions, cultural offer and exciting future developments.
During Thursday’s welcome, Natalie Wyatt, Managing Director of Liverpool City Region Destination Partnership, highlighted the region’s distinctive offer and the major events and developments creating new reasons to visit.
Top of the agenda was the recently announced plans for Liverpool’s Beatles offer, including a spectacular new city-centre home for The Beatles Story and a Yellow Submarine-themed viewing experience at St Johns Beacon. VisitBritain colleagues had helped share the announcement with international media, generating significant global coverage for what promises to be an incredible addition to the region’s attractions and a key driver in attracting visitors when it opens in 2028.
The programme looked ahead to the major events that have been attracted to the region over the next two years. Highlights that were mentioned include the Tour de France Grand Départ in 2027, the planned reopening of Tate Liverpool and an exciting 2028, when Liverpool will host matches during UEFA EURO 2028 and all four Cunard Queens are expected to come together on the Mersey.
A central message from Natalie’s welcome was that these major events and developments create opportunities for the whole city region. Attracting international audiences, encouraging visitors to stay longer and giving them more reasons to explore are ambitions that depend on strong partnerships.
That collaboration extends across the North West, where LCRDP is working with neighbouring LVEPs to connect destinations and showcase the breadth of experiences available – from vibrant cities and cultural attractions to coastlines and countryside.
As Natalie told delegates, visitors do not think in administrative boundaries. They want great experiences, memorable itineraries and reasons to explore more.
She said:
“We never stand still as a destination. With the Tour de France Grand Départ in 2027, the reopening of Tate Liverpool, UEFA EURO 2028 and our exciting new Beatles plans, there are so many opportunities ahead to attract new international audiences and give visitors more reasons to stay longer and come back.
“But these opportunities are about more than Liverpool alone. By working closely with our partners here today, we can connect our destinations, share our stories and make it easier for visitors to discover everything this part of the country has to offer.
“Events like VIBE are hugely valuable in helping us build those relationships and turn collaboration into real opportunities for the visitor economy.”
VIBE has also helped create momentum for further international engagement, with major familiarisation visits from the USA, Canada, the Nordic countries and Australia taking place in the days following the event.
These visits provide further opportunities to showcase the region’s attractions, accommodation, hospitality and experiences to international travel trade contacts, building on the connections made during VIBE and helping generate future business.
A huge thank you to Paul Gauger and the VisitBritain team for bringing VIBE to Liverpool, and to James Wood and the wider team for helping make it happen.