Dear Partners,
As we continue our trajectory into 2026, I’d like to look ahead to what promises to be a pivotal year for delivery.
As the city region’s Destination Management Organisation, Liverpool City Region Destination Partnership exists to set the strategic direction for the visitor economy and to work with partners, both public and private sectors, to deliver sustainable growth. Our work is guided by the shared ambitions set out in the LCR Destination Management Plan underpinned by a collaborative approach.
This year, culture, events and destination marketing will be central to our approach. We are proud to be working with Halton Council on Culture 26: Made in Halton, celebrating local creativity, heritage and accessible culture, and with Sefton Council and Culture Liverpool on Southport 2026: Elegantly Eccentric, a year-long programme designed to attract new audiences, reaffirming Southport’s position as one of the UK’s leading seaside destinations.
In addition to this, a new VisitEngland pilot domestic marketing campaign will support Southport, Wirral and the wider North West coast, helping to drive visits and recovery during the shoulder season.
Building on our successful activity in overseas markets, the team will target tour operators across Europe and further afield. Our key themes of music, sport, culture and food are great hooks for itinerary planners and for developing regular, volume business that supports the visitor economy across the city region. An example is our participation in Visit Britain’s ITB Berlin trade event, where we will be presenting our offer to key trade contacts and media.
Across the domestic market, efforts will continue to actively promote the city region to UK tour operators in a bid to increase the important day‑visitor market. A major example will be our attendance at the British Tourism and Travel Show in Birmingham, where nine of our city region attractions will be showcased to the travel trade.
Strengthening Liverpool City Region’s reputation as a destination for business events, sustainability and responsible tourism remains a core priority, reflected in improved international rankings and national recognition. Our commitment to accessibility, quality and welcome remains fundamental to everything we do.
The opportunity presented by new powers to introduce an Overnight Accommodation Levy is significant. Working with partners, we will help shape a levy that supports long term investment in the visitor economy and strengthens the region’s global competitiveness.
As we move into 2026, our focus, as the accredited LVEP, is clear, and we will continue to deliver our strategic objectives, working in partnership, to ensure the visitor economy brings lasting benefits to our places, communities and businesses.
To stay informed about Liverpool City Region Destination Partnership’s programmes and activities, partners are encouraged to sign up to our regular newsletter via this link. Further details on becoming a partner can be found on our website here, or you can contact our Commercial Manager, Chris Adderley, at cadderley@liverpoolcityregiondp.com to explore opportunities to get involved.
Thank you for your continued support, and I look forward to working with you in the year ahead.
Warmest regards,
Natalie Wyatt
Managing Director
Liverpool City Region Destination Partnership