Liverpool has been shortlisted for two accolades in the Coach Tourism Awards 2013.
The destination has been named as a finalist in the Coach Friendly City of the Year category – and is a title that Liverpool is hoping to retain for a second successive year.
The city is joined on the shortlist by Liverpool ONE, which is in the running to take the title of Coach Friendly Shopping Destination of the Year.
The Coach Tourism Awards 2013 will take place at Liverpool Cathedral on Thursday, 9 May, and are organised by trade publication Coach Monthly.
Liverpool’s standing as a group and coach friendly destination has dramatically increased in recent years thanks to the introduction of the Liverpool Coach Welcome Scheme, with more group travel operators keen to include Liverpool in their itineraries. This has resulted in the Coach Tourism Awards organisers choosing to bring the national event to the destination for the very first time later this month.
The aim of Liverpool Coach Welcome Scheme is to maximise the overall visitor experience for groups, and this has been made possible through partnership working between Tourist Board VisitLiverpool (part of Liverpool City Region Local Enterprise Partnership – LCR LEP), Liverpool City Council, Liverpool Cathedral, Albert Dock, and the Confederation of Passenger Transport (CPT).
The initiative was originally piloted at Liverpool Cathedral in 2010, and the following year was rolled out to the Albert Dock – two of the destination’s key visitor attractions. The free scheme enables group travel operators to provide a warm welcome for visitors and useful information for drivers, such as coach pick-up, drop-off and parking facilities.
Such is the success of the scheme and resulting demand from coach travel operators, that retail and leisure development Liverpool ONE and travel operator Merseytravel are now also piloting a similar scheme at Liverpool ONE bus station.
The Coach Tourism Awards announcement comes as Liverpool City Council was named as the Most Coach Friendly Local Authority at the UK Coach Rally & Awards 2013.
Pam Wilsher is Head of Visitor Economy Development at Liverpool City Region Local Enterprise Partnership, encompassing Tourist Board VisitLiverpool which co-ordinates the destination’s travel trade activity.
Pam commented: “We are delighted that Liverpool has been shortlisted in two categories in the Coach Tourism Awards 2013. This is fantastic recognition of Liverpool City Region’s growing appeal to the group travel market as a coach friendly destination.
“In the last three years, venues across the city have worked in Partnership to make the group visitors’ experience a welcome and memorable one – and we hope that everyone’s hard work pays off with another two awards.”
Since opening in 2008, Liverpool ONE has propelled the city within the top five retail destinations in the UK.
Donna Howitt, Marketing Director at Liverpool ONE said: “We’ve made great in-roads since launching the Liverpool ONE coach facility with Merseytravel last year and it’s fantastic to be shortlisted for this award.
“Liverpool is a vibrant shopping destination with so much to offer visitors both from the UK and abroad, and our ongoing Partnership with Merseytravel ensures that coach parties enjoy a convenient and hassle-free experience when visiting Liverpool ONE.”
The Coach Tourism Awards have taken place in Stratford-Upon-Avon for the last three years. Prior to the awards, delegates can participate in an industry workshop with national exhibitors, as well as the opportunity to join a Liverpool Familiarisation Visit to a number of attractions.
Stuart Render, Editor of Coach Monthly Magazine, commented: “The Coach Tourism Awards is the only national awards scheme to specifically focus on coach tourism, recognising excellence and innovation. Liverpool has clearly demonstrated its ongoing commitment to welcoming coaches and their groups, a key factor in us deciding to hold this national event in the city this year.”
Liverpool City Region’s Visitor Economy is a thriving industry which generates visitor spend of £3.1billion a year and is estimated to support 43,300 jobs.
More details about the Awards can be found at http://www.coachtourism-awards.com/