Liverpool is officially one of the top UK
destinations for both leisure and business travellers.
The city is now in the top five UK
destinations for overseas tourists according to data from the 2011
International Passenger Survey, and the seventh most visited city
in the UK for international business visitors.
Liverpool is ranked third in the UK for
attracting visitors for other reasons including sporting and event
attendance. The survey highlighted that Ireland, France and Spain
remain key markets for the region whilst Germany, Scandinavia and
BRIC countries are emerging as new growth markets (Brazil, Russia,
India and China).
The 2011 Great Britain Tourism Survey also
showed that Liverpool ranked eighth most visited city by domestic
business visitors including those attending major conferences, an
increase from tenth place in 2010.
Another recent encouraging figure is that
hotel room occupancy for May and June this year was the highest
it’s been since 2008, and appears to have been driven by improved
midweek occupancy levels, partly due to some important conferences
that were held in the city – Association of Surgeons and then the
Royal College of Ophthalmologists.
There has also been a huge upsurge in
interest in the destination following the recent successful
television advertising campaign, with overall forward bookings for
July and August also looking stronger than at this point in the
last two years. The campaign was part of the wider VisitEngland’s
GREAT 2012 national TV ad campaign, in which Liverpool was the only
city region outside of London to be featured.
Carol O’Reilly, Liverpool Convention Bureau
Manager, said: “These results are very encouraging particularly in
such a competitive market and in the current economic climate. They
are reflection of the investment and development across the
business and leisure product within the Liverpool City Region,
which we are continually striving to improve upon.”
The International Passenger Survey is
conducted by ONS on behalf of VisitBritain and records passengers
travelling through 16 airports, 13 seaports and the Channel Tunnel.
The Great Britain Tourism Survey is sponsored by the three national
tourist boards – VisitEngland, VisitScotland and VisitWales.
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