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New destination sign celebrates tourism demand

A PIECE of artwork to symbolise Liverpool’s growing popularity as a must-see city has been unveiled today (Wednesday 26th January).

The giant sign, which is 14.5 metres in length, has been commissioned by Liverpool ONE and Culture Liverpool to mark a predicted increase in tourism as we all look forward to better times ahead and move out of restrictions.

Located on Thomas Steers Way near to the Hilton Hotel, the installation is visible from The Strand as both local and international visitors head into the city centre.

The creation follows an uplift in the number of visitors to Liverpool, with the city becoming one of the country’s most visited places in the UK by domestic tourists, thanks to a mixture of music, culture, architecture and football.

Currently white in colour with its font designed by Liverpool-based Liz Harry, the sign is set to be transformed with various designs from local artists throughout the year.

Chris Brown, director of Marketing Liverpool, said: “Liverpool is a place that is held in deep affection across the globe for its arts, music and culture and, of course, our warm welcome.

“We’re extremely proud that, despite the challenges of the pandemic, the city as a whole has surpassed national average visitor numbers, which is a real testament to hospitality and leisure businesses right across the city region.

“What we have now is a strong – and growing – domestic audience, with visitors staying for longer and seeing it increasingly as a holiday destination.

“We’re now looking forward and excited to see further growth in domestic tourism and welcoming back international visitors to our fantastic city.”

In 2021, Liverpool out-performed many of the UK’s cities, with visitor numbers to the city centre an impressive 20% higher than the national average.

Donna Howitt, Place Strategy Director at Liverpool ONE, said: “This new piece of artwork is a chance to mark how local people have supported the city, as well as a chance to celebrate how we are growing in popularity as a must-see UK destination.

“And, of course, it gives us another spot to grab the perfect selfie in the city centre!”

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