Liverpool City Region Destination Partnership’s Tourism Summit, held on 19 March at Liverpool Town Hall, brought leaders, businesses and partners together for a day of outcomes, insight and action.
The inaugural summit showcased Liverpool City Region’s rising global profile, its growing economic impact and a shared determination to build a more prosperous, inclusive and sustainable visitor economy.
AT A GLANCE HIGHLIGHTS
• A clear strategic picture of national and international trends, with practical actions for partners across all six boroughs.
• Premieres of new animated film that bring the Liverpool City Region Destination Management Plan to life, supporting shared priorities and clearer storytelling.
• A new Southport Ticket, allowing families to travel from any Merseyrail station to Southport for £2 return for adults and £1 for children, improving affordability and access for day trips and short breaks.
• Positive recognition from VisitBritain and VisitEngland for creativity, partnership strength and growing international reach.
• A confident roadmap for 2026 and beyond, covering major events, themed itineraries, route development at Liverpool John Lennon Airport, workforce and skills programmes, data tools and sustainability.
A CONFIDENT VISION FOR THE REGION
During the event, Tony Hall CBE, Lord Hall of Birkenhead and Chair of the Liverpool City Region Destination Partnership board, praised the region’s global resonance.
“This is a region with a powerful story to tell and an even more powerful future to shape. I have spent much of my career working in culture, creativity and public service, and I can say with complete confidence that Liverpool City Region stands among the most distinctive, ambitious and exciting places I have ever worked in.
“Today has shown us that Liverpool City Region is not simply moving forward, it is accelerating. By continuing to bring that industrious spirit to our work, united, ambitious and absolutely focused on what this region can be, we ensure the future of Liverpool City Region’s visitor economy is not only bright, but also remarkable.”
A STRATEGIC LEAD
The summit focused on outcomes of LCRDP’s annual activity, giving partners a clear view of achievements and future goals.
Delegates heard how collaboration, investment and innovation will unlock international opportunity and strengthen borough identities and benefit the visitor economy.
The event’s programme emphasised practical delivery, from shared marketing and global trade missions to skills pipelines and greener visitor experiences.
Natalie Wyatt, Managing Director, Liverpool City Region Destination Partnership, said:
“The Liverpool City Region Tourism Summit provided a pivotal moment to take a step back, look ahead and shape our future together. The visitor economy is one of Liverpool City Region’s greatest strengths, and events like this ensure we remain connected, informed and ready to work together to further grow the sector through a shared vision.
“The summit delivered a national strategic overview, clear insight into global trends, honest discussion about the challenges we face and a shared commitment to unlocking new opportunities. When businesses, local authorities, cultural organisations and national partners come together in this way, we strengthen the foundations for long term growth, resilience and prosperity.
“The conversations we have started today will directly influence our next phase of delivery. The priority now is to turn this collective ambition into action, ensuring the benefits of a thriving visitor economy are felt in every local authority, by every community and across every part of the industry.”
KEY ANNOUNCEMENTS AND STRATEGIC PROGRESS
The summit highlighted substantial progress in the past year, including new international partnerships, growing domestic demand, stronger local authority identities and momentum across workforce, skills and sustainability programmes.
A major announcement was the new Southport Ticket, enabling families to travel from any Merseyrail station to Southport for £2 return for adults and £1 for children.
A FILM THAT CAPTURES THE SPIRIT OF THE REGION
During the summit, Lord Hall premiered a new animated film entitled Liverpool City Region Visitor Economy Vision 2025 to 2030, Where Tradition Meets Innovation.
The film brings Liverpool City Region to life, celebrating its character, culture and creativity while setting out a clear vision for how partners will grow a thriving, inclusive and sustainable visitor economy.
It provides a vivid and accessible way for audiences to understand future priorities, making it an ideal resource to embed digitally on partner websites, in business briefings and across social channels.
TOURISM SUMMIT BROCHURE 2026
The Liverpool City Region Tourism Summit Brochure 2026 was produced for attendees as a comprehensive guide to current priorities and future delivery. It provides a snapshot of key data, milestone projects, partnership activity and upcoming opportunities for partners to understand where the region is heading and how to get involved.
Liverpool City Region Tourism Summit brochure 2026
BUILT ON PARTNERSHIP
Senior leaders from VisitBritain and VisitEngland shared national insight and praised the region for creativity, partnership strength and growing international reach.
A POWERFUL LOOK AHEAD
Donna Howitt, Deputy Chair of the Destination Partnership Board, set out a confident roadmap for 2026 and beyond, highlighting major events, themed itineraries, expanded international routes and data tools to support smarter decisions.
Patricia Yates, CEO of VisitBritain and VisitEngland, spotlighted the significance of Liverpool City Region’s growing international reach and its standout contribution to national tourism.
Andrew Stokes OBE, England Director at VisitEngland, showcased the new £1 million Northwest Coastal Campaign, positioning Southport, Sefton and the Wirral as leading destinations for family travel and springtime escapes.
Both Patricia and Andrew praised the region as one of the strongest and most distinctive in the country, highlighting how shared marketing, international trade missions and joint campaigns are driving global visibility.
EVENT GALLERY
INDUSTRY REACTION
Mary Chadwick, General Manager of The Beatles Story, said:
“Today’s summit delivered a strong blend of strategic insight and practical direction. For businesses like ours, understanding the region’s priorities helps us plan confidently and align with wider opportunities. What stood out most was the genuine sense of partnership. We are leaving with fresh ideas, new connections and a clear belief that the region is moving forward with purpose.”
Chris Han, Head of Place, Culture & Visitor Economy at Wirral Council, said:
“What really stood out today was the sheer amount of genuine progress happening right across the region. I left feeling far better informed, with a much clearer sense of how our visitor economy is working together strategically to create new opportunities and drive the region forward.
“It was great to see all of the city region represented. It makes it feel like a true regional partnership rather than any one single place leading the conversation.”
IN CLOSING
As the conversations, connections and commitments from the summit move into delivery, one message is clear: the visitor economy is not simply an economic driver, it is an incredible shared regional asset with the power to create opportunity in every local authority. With partners aligned and momentum building, Liverpool City Region enters the next chapter with confidence, clarity and a collective determination to turn bold ambition into enduring success.
Partners are encouraged to explore the online post-event hub, access the brochure and film and explore further information HERE.