Visitor Economy

The Visitor Economy, worth £4.53bn and supporting over 53,500 jobs, continues to develop as a major growth sector bringing both economic benefits and reputational advantage to the City Region.


most popular city for overseas visitors


People Employed

As the official Tourist Board or Destination Management Organisation (DMO) for Liverpool City Region; the LEP Visitor Economy team work in partnership with the private and public sectors to further develop the potential of the visitor economy and to maximise its significant contribution to the economy of the City Region.

Key activities for the LEP Visitor Economy team include developing Visitor Economy strategy, influencing national policy agenda, research and intelligence (including external research commissions via the in-house North West Research & Strategy Service), funding and business support, quality and awards, destination awareness and skills development.

Visitor Economy Board

The Visitor Economy Board oversees progress on the delivery of the Destination Management Plan. The board help shape and develop vision and strategy within the visitor economy and monitor performance across the LCR. They also act as the strategic advisory and decision making body for visitor economy across the region and serve as a national and regional interface for LCR VE. The main sub-regional initiatives include skills, transport, funding and sector development. It meets 4 times a year.

Sara Wilde McKeown (Chair)


Bill Addy

Liverpool BID Company

Lynn Ben-Yousef

Darkstar Laser Tag

Liz Chandler


John Irving

Liverpool John Lennon Airport

Claire McColgan

Culture Liverpool

Edward Perry

Knowsley Hall

Bob Prattey

Arena and Convention Centre Liverpool

Stephen Roberts

Crowne Plaza, Liverpool

Enda Rylands

Ramada Plaza, Southport

Lorna Tyson

Mere Brook House