The Liverpool City Region’s six councils are joining forces with the Combined Authority in an innovative approach to boost the city’s worldwide attraction and promote its unique cultural offer. The partnership will be chaired by former Director-General of the BBC, Tony Hall and will position the region as a major events capital. The aim is to discern maximum economic benefit from the area’s worldwide visitor appeal and make it one of Europe’s greatest events capitals.
Lord Hall will be joined by a 15-strong team of national and regional board members who bring expertise from the worlds of sport, film, music, hospitality, retail and leisure. Working together, they will lead, advise, influence and champion the Liverpool City Region to become “the” destination for investors, visitors, and major events. The new Board will shape a five-year destination management plan to be launched later in the year.
Although it is not yet officially named, the board will initially be called the Local Visitor’s Economy Partnership. It is set up to boost the region’s visitor economy, which currently stands at £5bn per year. Visitors flock to the area to partake of its cultural, musical and sporting attractions, with Time Out magazine naming Liverpool the seventh-best city in the world earlier this year, ranking above Tokyo, Rome and Paris.
The new tourism partnership is endorsed by all of the region’s local authorities and will combine the staff of the Liverpool City Region Combined Authority and Liverpool City Council. As a nationally recognized official body, the partnership will offer robust leadership and management of the visitor economy as it collaborates with the public and private sectors. Board members will support the visitor economy sector’s growth and influence policy to boost Liverpool City Region’s overall economic growth, productivity, and competitiveness while focusing on inclusive growth and sustainability
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