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Developing Liverpool’s Visitor Economy
– a new approach
June 2016
Chris Melia
The truth about tourism strategies
They begin with good intentions and clear thinking. But the end result is often a long winded, over-complicated, bureaucratic document. This is further
compounded by the non-binding nature of them.
Setting strategy in business - an example (hotel)
Overall goal - objective Strategy Action plan
To increase annual revenue by 30%
1. Invest in a luxury spa development to attract new markets.
2. Convert under utilised function rooms into bedrooms to service additional demand.
1. Market research.2. Commission design team.3. Financial feasibility.4. Assemble the finance.5. Commission build team.6. Devise marketing
strategy.7. Launch and operate.
Setting strategy - destinations
Goal/objective
To increase the value of tourism to £xxxx
Overall goal - objective Strategy
1. Invest in xxx to attract new markets.
2. Improve xxx to ensure that existing markets return.
3. Develop a marketing fund of £xxx to target new markets.
4. Continue to target existing markets with a marketing fund of £xxx.
This can be done - based on market intelligence, trends, analysis, evidence, judgement and consensus.
Action plan
??????????????
Lack of control, influence or authority
Different types of tourism strategy
The Tourism Manager’s
Plan
The Advocacy Strategy
The Place Making Strategy
Marketing, Tourist Information Centres, Events
RegenerationDevelopment
InfluencesAdvocates
Aligns
Overall Goal?
Attract an additional 300,000 tourists by 2020?
From 2.2m to 2.5m
Measured by STEAM
Where are we now and where have we come from?
Capital of Culture
Growth fuelled by tourists from overseas
Number of tourists from overseas declines whilst domestic tourism surges
Both domestic and overseas tourists grow
Where are we now and where have we come from?
In 2004, Liverpool was the 10th most visited destination in England (staying
tourists).
10 years on, it ranks 4th in England.
1.
2.
3.
4.
London
Manchester
Birmingham
Liverpool
19,500,000
3,700,000
3,200,000
2,200,000
Where are we now and where have we come from?
Domestic Leisure Tourists
International Leisure Tourists
Domestic Business Tourists
International Business Tourists
60%
23%
10%
7%
The leisure market accounts for 83% of the 2.2m visitors.
Leisure marketsDomestic - 1.3m
London and the South East
North West
Scotland
Yorkshire
26%
16%
12%
10%
East Midlands 10%
West Midlands 8%
North East 4%
Wales, East Anglia, N. Ireland 8%
Ireland
Spain
Norway
Germany
19%
9%
8%
5%
USA 5%
France 5%
Australia 4%
Denmark 3%
International - 0.5m
Business markets - staying tourists - 374,000
Venues and Hotels
185,00050%
Meetings not in
venues120,000
32%
ACC69,00018%
Add 500,000 day delegates using ACC (24,000) hotels and venues (476,000)
Business markets - day and staying
International 500+ (ACC)
International <500 (other)
Domestic 500+ (ACC)
Domestic <500 (ACC & other)
8,000
29,000
85,000
632,000
International meetings
Domestic meetings
108,000
12,000
So back to that goal….
Growth target?2.5m
2.35m2.25m
Growth marketsGrow the number of
international leisure
tourists by 80,000+16%
Grow the number of domestic leisure
tourists by 166,000+12%
Grow the number of business
tourists by 54,000
+13%
Ireland - 14,000
Spain - 18,000
Norway - 8,000
Germany - 2,500
USA - 12,500
France - 3,000
Priority on near markets and London and South East
50% growth from ACC generating an additional 34,000 staying delegates
10% growth from other venues and hotels generating an additional 20,000 staying delegates
Australia - 7,000
Denmark - 3,000
China - 2,500
Canada - 6,500
Others - 3,000
Enough of the numbers….
Defining what is distinctively Liverpool
Lonely Planet
Few English cities are as shackled by reputation as Liverpool, and none has worked so hard to outgrow the clichés that for so long have been used to define it.
A hardscrabble town with a reputation for wit and an obsessive love of football, Liverpool also has an impressive cultural heritage: it has more listed museums than any other city outside London, its galleries are among the best in the country, and it has recently undergone an impressive program of urban regeneration.
And then there's the Beatles. Liverpool cherishes them not because it's stuck in the past and hasn't gotten over the fact that they're long gone – it's because their worldwide popularity would make it crazy not to do so.
6 Buzzing night life
4 Obsessive
about football and
sport
1 Magnificent
built heritage
3 Fascinating museums
and galleries
2 Birthplace
of the Beatles
5 Shopping, shopping, shopping
7 Dynamic theatres
and venues
Wit, humour, welcome,
cosmopolitan
Magnificent built heritage
Anglican Cathedral (1)Central Library (3)Pier Head (12)Catholic Cathedral (14)St George’s Hall (16)Radio City Tower (22)Town Hall (30)
Birthplace of the Beatles
Taxi Tours (2)Sightseeing Tours (7)Mendips (9)Casbah (10)Beatles Story (11)Forthlin Road (13)Matthew Street (23)
Fascinating museums and galleries Maritime Museum (4)Museum of Liverpool (5)Walker Art Gallery (8)Speke Hall (15)World Museum (20)
Obsessive about football and sport
Anfield (6)
Shopping, shopping, shopping
Liverpool ONE (19)
Nightlife
Bars and clubs (21) - the Cavern, Philharmonic pub, Grapes etc.
Dynamic theatres and venues
Echo Arena (24)Royal Court (27)PhilharmonicEmpire and Playhouse
Anomolies: FerriesWaterfrontTateAlbert DockEmpire
So we know what our visitors think…
Destination Brand
So what are we going to do?
A strategy focussed on achievinginvestment & aligning with
partners’ plans…..