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Liverpool City Region has recently adopted a new strategic approach aimed at drawing a greater number of major events to the area. This decision was formalized during the latest Combined Authority meeting, emphasizing the region’s ambition to build on its strong international reputation. Known for hosting prominent cultural, sporting, and business gatherings such as Eurovision, The Open Championship, and the Labour Party Conference, Liverpool and its surrounding areas have established themselves as key players on the global events stage.
The events sector is a significant contributor to the local economy, generating approximately £900 million annually. This influx supports job creation, elevates the City Region’s national and international stature, and enhances civic pride and wellbeing among residents. However, with global competition for securing major events intensifying, the new strategy calls for a more coordinated, proactive, and unified effort to maintain and improve Liverpool’s competitive edge.
At the heart of the strategy is the alignment of cultural, sporting, and business events, acknowledging their integral role in tourism and investment attraction. The plan aims to position Liverpool and the wider City Region as the premier UK destination for international events, pioneering in innovative event concepts, and streamlined for commissioners and funders to engage with efficiently. The visitor economy here is valued at £6.2 billion each year, supported substantially by sports and events tourism, which contributes roughly 10 to 15% of that total.
Looking ahead, the region is set to host a number of landmark events, including the 2027 Tour de France stages in Liverpool, St Helens, and Knowsley, with a major finish in Liverpool city centre expected to draw large audiences. Everton’s Hill Dickinson Stadium is scheduled to host five UEFA EURO 2028 matches, and Liverpool is actively bidding for the 2030 World Gymnastics Championships. The City Region is also involved in the UK’s bid to host the 2035 FIFA Women’s World Cup. Additionally, within this year Sefton will welcome The Open at Royal Birkdale and the Grand National at Aintree, while launching a new cultural programme celebrating Southport’s unique character. Halton is also engaging new visitors through its Made in Halton cultural initiative.
The strategy builds on the success of previous major events, such as last year’s World Boxing Championships held in Liverpool. It aims to further develop events that highlight the region’s diverse identity and cultural strengths, while supporting the goal of increasing foreign direct investment by 25% by 2030. The collaborative effort behind this strategy involves multiple partners, including the Combined Authority, local councils, Business Improvement Districts (BIDs), private sector stakeholders, and national organizations such as UK Sport and Arts Council England.
Strategic coordination and oversight will be managed by the Liverpool City Region Destination Partnership (LCRDP), which will work to ensure alignment and coherent reporting across the region. The plan incorporates a unified vision that spans sport, culture, and business, integrating the current Major Sports Events Strategy administered by the Sport Liverpool Board alongside forthcoming business and culture strategies expected in the spring. While these strategies will complement one another, they recognize the distinct nature and impacts of different types of events. Additionally, the framework provides flexibility allowing for the nurturing of smaller-scale events focused on community engagement, participation, and improvements in health and wellbeing.
Claire McColgan CBE, Director of Culture Liverpool and Associate Director of Culture for the Liverpool City Region Combined Authority, highlighted the significance of the new approach: “This strategy marks a significant step forward in how we build on the Liverpool City Region’s world class reputation for delivering major events. By bringing culture, sport and business together under a single, clear vision, we are strengthening our ability to compete on a global stage while staying true to the distinctive places, creativity and communities that define our region. Crucially, the strategy recognises that different events need different approaches. It provides a strong framework for securing major international opportunities, while also giving partners the flexibility to grow smaller, community focused events that increase participation, improve wellbeing and build local pride. Through close collaboration with local authorities, businesses and national partners, this unified approach will ensure major events continue to deliver lasting economic, cultural and social benefits for people right across the City Region.”
Echoing this enthusiasm, Steve Rotheram, Mayor of the Liverpool City Region, stated: “We’ve shown the world what the Liverpool City Region can do when it comes to major events, from Eurovision to The Open Golf Championship, and every time we’ve delivered. But this is a competitive global market, and if we want to keep winning the biggest events, we have to be organised, ambitious and easy to work with. That’s why this strategy brings everyone together, so we can go out and make the case for our region with one clear voice. We know that major events are about more than a weekend of headlines. They bring jobs, investment and pride to our communities, and they help us tell our story to the world. That’s what this is about: backing our strengths, opening new doors, and making sure the benefits are felt right across the whole City Region.”
Read the full article on Liverpool Express here: Read More
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