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A pioneering partnership for Liverpool City Region’s tourism sector

THE Liverpool City Region’s six councils and the Combined Authority are joining forces in a landmark approach to promote the region’s cultural offer. 

The partnership will be chaired by Tony Hall CBE, Lord Hall of Birkenhead, and will position the region as one of Europe’s major events capitals, seeking to deliver maximum economic benefit across the city region from its worldwide visitor appeal.

Lord Hall, former Director-General of the BBC and the former Chief Executive of the Royal Opera House, brings a wealth of experience in leading major cultural institutions and civic bodies, combined with his personal roots and passion for the region and culture. He is currently Chairman of the City of Birmingham Symphony Orchestra, a Trustee of the National Trust, the Natural History Museum, and the Oxford Philharmonic Orchestra.

Lord Hall will be joined by a 15-strong team of national and regional board members who bring expertise from the worlds of sport, film, music, hospitality, retail and leisure. All will work together to lead, advise, influence and champion the Liverpool City Region as the destination to visit, invest and stage major events in. The new Board will now start shaping a five-year destination management plan which will be launched later this year.

Although yet to be officially named, the new body will be known initially as the Local Visitor Economy Partnership (LVEP) and will work to boost the city region’s £5bn-a-year visitor economy, which employs around 51,000 people.

Around 60 million people visit the region every year to enjoy its cultural, musical and sporting attractions. Earlier this year, Time Out magazine recognised the area’s strengths, naming Liverpool as the seventh best city in the world, ranking above Tokyo, Rome and Paris.

The new tourism partnership is backed by all of the city region’s local authorities and will be delivered in partnership by staff from the Liverpool City Region Combined Authority and Liverpool City Council.

As a nationally recognised official body, the partnership will provide strong leadership and management of the region’s visitor economy and will work collaboratively with the public and private sectors.

Due to the importance of the visitor economy and its influence on the Liverpool City Region’s overall economic success, board members will support the visitor economy sector’s growth; influence policy; work to stimulate overall economic growth, productivity, and competitiveness; and support the Liverpool City Region in its overarching aim for inclusive growth and sustainability.

Find out more about LVEP, and the board members by visiting the Liverpool City Region Combined Authority website.

The LVEP Board members are:

Chair: Lord Tony Hall, Baron Hall of Birkenhead, CBE.
Retail (and Deputy Chair): Donna Howitt, Place Strategy Director at Liverpool ONE.
Accommodation: Howard Lewis, General Manager, Novotel Paddington Village Liverpool.
Business Events: Faye Dyer, Chief Executive, The Arena and Conference Centre Liverpool Group.
Major Attraction: Rachel Scott, Head of Marketing Knowsley Estate.
Major Attraction: Alan Adams, General Manager, Southport Flower Show/Victoria Park Events.
Culinary Arts: Paul Askew, Chief Executive and Chef Patron Art School.
Night Time Economy: John Hughes, Chair Liverpool Night Life CIC.
Culture: Madeline Henneghan, Co-Director, Writing on the Wall.
Music: Eunice Obianagha, Head of Diversity, UK Music.
TV and Film: Barrington Paul Robinson, Creative Producer, Dancing Ledge Productions Limited.
Sport: Clare Briegal, Former Chief Executive, World Netball.
Liverpool City Council: Cllr Harry Doyle, Cabinet Member for Health, Wellbeing and Culture Liverpool City Council.
Sefton Destination Management Organisation: Peter Hampson, Chair, Marketing Southport.
Liverpool City Region Combined Authority: Cllr Kate Groucutt, Deputy Portfolio Holder for Inclusive Growth and Third Sector.
Young professionals: Rachael Stevens, Chair of Liverpool City Region’s Future Impact Board.


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