Agenda item

To consider a presentation from the Head of Visitor Economy Development, Liverpool City Region.

Consideration was given to the presentation by Peter Sandman, Head of Visitor Economy, Liverpool City Region Visitor Economy which was supported by a series of slides as contained on pages 489 to 526 of the Book of Reports.

The presentation opened with an explanation of the Role of the Local Enterprise Partnership (LEP), a destination management organisation for the Liverpool City Region (LCR) and its stakeholders.

Mr Sandman then went on to explain the destination management of Visit Liverpool, its membership; the role of the LCR Visitor Economy Board and the composition of its Visitor Economy Networks to promote the International Brand of Liverpool.

Information presented included the value of the Visitor Economy to the Liverpool Region, the importance of tourism and the infrastructure.  Reference was made to the  Visitor Economy Strategy and Destination Management Plan to 2025 and its targets. 

The Head of Visitor Economy referred to how Liverpool, since being the Capital of Culture in 2008 had seen an increase in its visitor numbers, both in the day and staying visitors and went on to explain the model in terms of visitor spread to attract and disperse visitors across the City and geographically.  The importance of an area to play to its strengths, position and packaging a town and area, to attract visitors was highlighted.  This could include accessing and assessing:  demographics; customer needs; inbound visitors and inbound motivations to visit.

Members considered the opportunities for West Lancashire.  These included:

·         Identifying and investing in its key assets – Ormskirk Town Centre; closeness to WWW Martin Mere; Leeds & Liverpool Canal; Rufford Old Hall; strength of the West Lancashire’s rural recreation offer (walking; cycling; barging).

·         Customer focus – Packaging and Itineries

·         Visibility – thematic marketing,

·         Ease of access – transport connectivity; journey planning

·         Welcoming Visitors – value of place / location

·         Value of Tourism for West Lancashire – Intelligence & Research

Potential areas for engagement outside the Borough and joint promotion of the visitor economy included:

·         Southport – growth as a visitor destination; marketing opportunities

·         Thematic links – Heritage, Wildlife, Local Produce

·         Funding opportunities – Discover England Fund – focused on international visitors to Northern Coastal Resorts.

·         Cruise Liner Terminal – investment opportunity for excursions.

In discussion comments and questions were raised in respect of the following:

·         John Lennon Airport – its importance to Liverpool and connection to the wider region.

·         LCR Single Investment Fund – investment in business tourism with a specific focus on Southport - widening scope into West Lancashire.

·         Liverpool Enterprise Partnership – packages / proposition promotions / opportunities for joint working.

·         Value of technology – digital applications to access / promote West Lancashire

·         Visitor Dispersement – District representation (Visitor Economy Board)

Mr Sandman contributed to the discussion and provided clarification on the points raised in relation to his presentation.

As a consequence of the discussion and presentation it was concluded:

(1)  Officers should continue to engage with the Liverpool Enterprise Partnership to build on links with West Lancashire.

(2)  Draw on the experiences of Visit Southport and Visit Liverpool to provide something similar for West Lancashire.

(3)  Explore how West Lancashire tourism can tie-in with the City of Liverpool.

RESOLVED:  The Head of Visitor Economy, Liverpool City Region, Local Enterprise Partnership be thanked for his attendance and presentation and contribution to the Committee’s review ‘ West Lancashire Tourism – The Visitor Economy’ .