New figures published today reveal that the tourism sector in Liverpool City Region now contributes over £6bn annually, reflecting robust recovery since the pandemic and significant overall economic growth.
According to the latest independent research for 2023 commissioned by the Liverpool City Region Local Visitor Enterprise Partnership (LVEP), the tourism value of the region has surged by 21% from 2022, reaching £6.25bn. Visitor numbers have notably increased by 4.4 million from the previous year, totalling 60.29 million. Additionally, the number of staying visitors has climbed to 6.016 million compared with 5.833 million in 2022. The day visitors’ numbers have risen to 54.28 million, marking an increase of over four million.
The tourism sector has also seen a rise in employment, with jobs increasing by 13% from 51,605 in 2022 to 58,435 in 2023. Hotel occupancy rates have improved, rising by 2.2% to 76.5% in 2023, approaching the 2019 figure of 78.4%. The international allure of high-profile events such as the Eurovision Song Contest in Liverpool and the Open Golf Championship in Wirral, along with other regional events including the Southport Airshow, the Grand National, and Liverpool Biennial, have significantly contributed to these positive impacts. The average income per occupied room has also seen an annual uplift of 7%.
Moreover, the region has experienced an increase in the number of visitors staying in non-serviced accommodation, aligning with national trends. Notably, Liverpool has been ranked as the third highest city by VisitBritain in terms of nights reserved in short-term rental properties. Initiatives led by the Liverpool City Region Combined Authority, in collaboration with local authorities and businesses, such as a three-year £3.2m Destination Marketing project supported by the Strategic Investment Fund, have driven the region’s promotion and target domestic and overseas growth markets.
The sector has also benefitted from continued support for the business events sector, with £1.25m in backing from the Strategic Investment Fund. Partnerships with the newly formed Accommodation BID and ACC Liverpool have been key, supporting 32 conferences, generating an economic impact of over £14m, and welcoming in excess of 36,000 delegates to the city region. This influx translated to a total of 363,000 bed nights.
Liverpool City Region Mayor, Steve Rotheram, remarked, “This is a fantastic milestone for the Liverpool City Region and a testament to the incredible resilience and creativity of our area. To see the visitor economy now generating over £6bn is proof that our efforts to showcase the best of what we have to offer – from our stunning cultural landmarks to world-class events – are paying off in spades.” He further added, “2023 was a year like no other, with the vibrant colour and glitter of the Eurovision Song Contest, which put us on a global stage, and events like The Open and the Grand National drawing visitors from far and wide. Our region’s appeal is stronger than ever, and these figures show that people are voting with their feet. But it’s not just about the numbers; it’s about the jobs and opportunities this growth is creating for local people. We’ve worked hard to make Liverpool City Region a destination that’s not just great to visit, but great to live in. With more visitors staying, generating record-breaking hotel occupancy, and our cultural events calendar packed to the brim, we’re proving that this is a place where the world wants to be – and that’s something we should all be proud of.”
The newly formed LCR LVEP is set to further strengthen the region’s tourism sector. This partnership, chaired by Tony Hall, Lord Hall of Birkenhead, aims to position the region as one of Europe’s major events capitals, delivering maximum economic benefits from its global appeal. The new board is preparing a five-year destination management plan, scheduled for launch in March 2025. The figures, published by the STEAM (Scarborough Tourism Economic Activity Monitor) model used throughout the UK tourism industry, highlight the economic impact of the visitor economy.
These impressive figures underscore the successful efforts and strategic initiatives underpinning the recovery and growth of Liverpool City Region’s tourism sector. The collective focus on enhancing the region’s appeal and infrastructure is proving to be highly effective in driving visitor numbers and economic benefits.