The Liverpool 'embassy' in London, which opened today, will help the city maintain the regeneration momentum of recent years, according to the Liverpudlian boss of Tesco, Sir Terry Leahy.
Leahy, who is a non-executive director of economic development agency Liverpool Vision, said: "The embassy is a brave initiative by Liverpool City Council and supported by the city's business community and it deserves to work.
"There is a real desire in Liverpool to continue the momentum of regeneration and economic development of recent years, which has seen a change, not only in the look of the city, but in the confidence of the people who work and live here.
"A lot still needs to be done, especially in changing perceptions many people hold about the city, which is no longer locked in its past but fiercely ambitious about its future and ensuring its growing prosperity.
"These days Liverpool represents a very attractive proposition for investors and it is our hope that others will listen and learn about the phenomenal range of assets and business excellence Liverpool has to offer."
The new embassy has attracted national media coverage this week including appearances by council leader Joe Anderson on Jeff Randall Live on Sky News last night and Leahy on Radio 4 earlier in the day.
The embassy opening has been coordinated by business leaders including Downtown Liverpool in Business chairman Frank McKenna and DWF partner Guy Wallis along with politicians and public sector organisations to promote the city as a business-friendly environment for investment.
Rent for the first three months was secured from private sector supporter including Grosvenor, the Flanagan Group, Enterprise and Downing.
Anderson said: "Private sector investment is going to be vital to repair the damage caused by the cuts imposed on us. We will do everything we can to attract new investors and support existing businesses.
"And the many thriving businesses in Liverpool are behind this all the way, with dozens of firms already providing practical backing for the Embassy project.
"The Embassy will in effect take our city to The City, and help tell investors and decision-makers all about the good things that are happening in Liverpool – and the potential for profitable growth up here, where the public and private sectors are working hand in hand."
The Embassy, at New Broad Street House close to Liverpool Street and the financial district, has been set up following the success of Liverpool's presence at the World Expo in Shanghai last year. It will showcase the vision to continue to develop Liverpool as a business-friendly and innovative city to invest in.