The Mersey Partnership, official tourist board for the city region, has published a detailed business plan for the next three years as it faces up to the challenge of maintaining momentum in the era of public spending austerity.
If delivered successfully the Destination Management Plan has the capability to add 2,000 jobs to the area's economy by 2012, TMP said.
Among TMP's challenges for the next three years are:
- Awareness of the product offering in Liverpool remains low and must be raised
- Product gaps include a 5-star hotel, backpacker and youth group accommodation and a caravan site close to Liverpool
- Finding new ways of funding innovative events as public sector funding reduces. European Regional Development Funding support ends after 2012
- More investment is needed in public spaces and entrances to the city
- Corporate business hotel market remains weak and growth of business tourism by attracting major conference events remains a priority
Lorraine Rogers, TMP chief executive, said: "The visitor economy sector has already been transformed in recent years but if we're going to fill the hotel rooms, the restaurants, the shops, the venues, the museums, the inbound planes, etc. we need to focus on the next level of transformation."
TMP said Liverpool city region's visitor economy is currently worth £1.3bn a year, supporting 23,000 jobs.
The Destination Management Plan can be downloaded from TMP's website: