Liverpool City Region Destination Welcome Training Scheme

A collaboration of Liverpool City Region (LCR) businesses and public partners are

working together to promote LCR as a complete destination with the aim of attracting

more visitors, increasing duration of stay and dispersing them across the region. The

project, which has several interwoven and mutually supporting workstreams, aims to

boost tourist numbers to the region and ensure that they and their wealth are dispersed

across all of the city region's products. The workstreams are:

• Destination Marketing to Business & Leisure Markets (Led by LCR Destination

Partnership (DP)) - a strategic approach to destination marketing across the city

region with individual public and private partners plugged into an overarching

campaign strategy.

• Route Development (Led by LJLA) - developing inbound routes and relationships

with airlines to support the increase in international visitors.

• Digital Development (Led by LCR DP) - the development of three destination

websites (Liverpool, Southport & Wirral).

• Destination Welcome (Led by LJLA) (see below)
• Research & Evaluation (Led by Northwest Research) - primary research in visitor

destinations and analysis of digital campaigns.