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The Day Trippers—

From Ginsberg’s “centre of consciousness of the human universe” to number three in the Rough Guides’s ‘Cities to Visit 2014’, Liverpool’s a city with plenty going on. Culture and tourism is one of the council’s four key growth sectors (alongside Liverpool superport, and the low carbon and knowledge economies) with good reason: in 2013, UK tourism reached an all-time high, with 32.8m overseas visitors spending in excess of £21bn here. The average overseas tourist spends £640 on their visit to the UK, and since 2010 tourism has been the fastestgrowing sector in the UK in employment terms. Mayor Joe Anderson says “tourism is a top priority for us. We are very ambitious and very bold,” setting a plan locally to increase spend in the visitor economy to £4.2bn by 2020, supporting the creation of 13,000 new jobs.

Building on the success of its year as European Capital of Culture in 2008, Liverpool has placed cultural tourism at the heart of its economic regeneration.

45,890

5

th

Tourism supports 45,890 jobs in Liverpool, creating 2,574 new jobs between 2011 and 2012

Liverpool is the 5th most-visited city in the UK

#1 Cruising— Liverpool’s £21m Cruise Liner Facility brings visitors into the heart of the city at the Pier Head, and will welcome over 80,000 people on 46 visits this season, which are worth an average of £2m each to the local economy. The cruise industry is worth £2bn in the UK alone, with mayor Joe Anderson revealing "we have a plan within 10 years to get 100,000 visitors a year coming to Liverpool via cruise liners’"

#2 The Giants— Back by popular demand, the first visit of Royal de Luxe’s magical marionettes in April 2012 brought 800,000 people out onto the streets of to see them, generating £32m for the local economy (almost three times the initial £12m estimate); they return between July 23 and 27 for ‘Memories of August 2014’, with an anticipated audience of two million this time around…

Illustration— Marion Bochard Michael Walsh

Writer— Fiona Shaw

3

56

billion

million

Tourism was worth £3.41bn to the region in 2012

2012 saw 56.76m visitors to the region

4,645,185

26 million

4,646,185 passengers arrived at Liverpool John Lennon airport in 2012 + another 600,000 by ferry

#3 Biennial— Now in its 15th year, this summer’s eighth Liverpool Biennial has been extended from 10 to 16 weeks, and is on course to welcome more than 700,000 visitors. During that time the Biennial has commissioned 231 new artworks from 350 artists, representing some 72 countries, and 34 collaborative neighbourhood projects in the city. Since 2004 the Liverpool Biennial has contributed more than £98.9m to the local economy.

#4 Music— UK Music describes Liverpool as the ‘standard bearer’ for music heritage tourism, cajoling other cities to follow Liverpool's example in its IMAGINE report, which estimates the national economy could benefit to the tune of £4bn. While the city’s International Musical Festival won a silver award in Eventex’s international showpiece, (behind Liverpool’s Battle of the Atlantic 70th anniversary commemorations), the Beatles and city’s music heritage is said to generate £70m for the local economy every year.

Pairs of feet in Liverpool ONE (2012)

#5 Albert Dock— The north west’s most-visited free attraction, last year the Albert Dock saw 5.8m visitors, a 5% increase on 2012, and the fourth consecutive year of growth. It marked the 25th anniversary of its reopening with a year-round programme of events and the arrival of three new businesses. Tate Liverpool remains the most-visited modern art gallery outside London, with overseas visitors doubling in number since 2008.

#6 Sport— In 2012/13 2.4m people visited the city region’s seven most popular sporting venues: Anfield and Goodison Park, St Helens RLFC, Aintree and Haydock racecourses, Tranmere Rovers FC and Widnes Vikings RLFC. Football fans alone spend approximately £200 more than an average overseas visitor per trip.

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