Value of Liverpool city region tourism rises 21% and breaks through the £6bn barrier for the first time, new figures reveal. Tony McDonough reports

Liverpool Eurovision celebrations at the Pier Head in May 2023

Tourism across Liverpool city region was worth £6.25bn in 2023 – 21% higher than in 2022.

Visitor numbers in 2023, the year when Liverpool hosted Eurovision and Hoylake hosted golf’s Open Championship, were also up by 4.4m to 60.29m. However this figure is still below the 2019 pre-pandemic peak of 66.27m.

These latest figures do show a strong recovery from the dark days of the COVID pandemic when the visitor economy was effectively shut down for long periods. Just 26.14m people visited the city region in 2020 and 42.15m came in 2021.

The findings are contained in the latest independent research for 2023 commissioned by the Liverpool City Region Local Visitor Enterprise Partnership (LVEP).

According to the report the number of staying visitors has risen to 6.016m, compared to 5.833m in 2022. The number of day visitors continues to rise and now stands at 54.28m – an increase of more than 4m visitors from 2022.

Jobs in the sector have risen to 58,435, a 13% increase since the 2022 figure of 51,605. Other figures show hotel occupancy rates from 2022 rose 2.2% to 76.5% in 2023, almost level with the 2019 figure of 78.4%.

Last week LBN reported how the growth of Liverpool city centre’s hotel sector was proving “unstoppable”. The number of hotel beds is fast approaching 10,000 with encouraging occupancy figures for the first half of 2024.

Liverpool City Region Metro Mayor Steve Rotheram said: “This is a fantastic milestone for 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.

“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 such as  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.”

Liverpool’s visitor economy has been boosted by the formation of a new Accommodation BID. It employs a so-called subvention fund which offers support to organisers of major conferences in the city at venues such as ACC Liverpool.

Conferences and conventions generate more revenue for the city than one-off events such as concerts. In 2024 Liverpool city centre’s visitor economy will also be boosted by Liverpool FC’s return to the Champions League.

Notable developments elsewhere in the city region include the £73m Marine Lake Events Centre under construction in Southport.

Crowds at the 2023 Open Championship at Royal Liverpool. Picture by Richard Heathcote/R&A via Getty Images
Big steps at Liverpool ONE in May 2023. Picture by Gareth Jones
Image of proposed new events and conference centre on Marine Lake in Southport

Liverpool city region has also followed national trends with the number of visitors staying in non-serviced accommodation rising by 4.4%. Liverpool is ranked the third highest city by VisitBritain for the number of nights reserved in short term rental properties.

A three-year £3.2m destination marketing project, supported by the Strategic Investment Fund has focussed on delivering a coherent programme of regional marketing activity, hand in hand with public and private sector businesses.

Mr Rotherham added: “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.”