We set out a shared, ambitious vision for Liverpool City Region’s Visitor Economy. Realising this ambition will require a strong partnership between the public and private sectors to deliver the right structures and the right levels of investment.

Since 2008, we have been in the throes of a deep-rooted recession and yet Liverpool in particular has weathered the storm well thanks to ongoing investment in its visitor offering. We have also benefitted from the ‘staycation’ effect, the popularity of city breaks and our appeal to emerging international markets, particularly Brazil, Russia, India and China (the BRIC countries).

Our targets are challenging but achievable and demonstrate our ambition and determination to grow the sector over the next 10 years. Later we set out the priorities that the Visitor Economy Board is adopting for the next five years which will take us on the journey to realise our longer term aims.