Marketing Liverpool has secured a £1 million share of the government’s Discover England Fund to launch new tourism products.
The cash boost will see the organisation work with VisitEngland on a programme of activity to ensure the country stays competitive in the rapidly growing global tourism industry.
New culturally-led, bookable ‘Urban Collective’ and ‘Renaissance Collection’ packages created across and connecting Newcastle, Hull, Leeds, Manchester and Liverpool will be targeted at near European markets from autumn 2018.
They’ll aim to reflect the dynamic spirit shared by the cities, which were founded on the forces of traditional industry and are now defined by a bold cultural renaissance.
The project follows a successful 2017 pilot led by Visit Hull and East Yorkshire on behalf of Hull, Leeds, Manchester and Liverpool.
It will be led by Marketing Liverpool, which will work in partnership with Marketing Manchester, VisitLeeds, Visit Hull and East Yorkshire, NewcastleGateshead Initiative and other public bodies as well as the commercial sector to deliver the project.
Chris Brown, director of Marketing Liverpool, says: “We are delighted to have been successful securing £1m from the Discover England Fund and to be leading this project on behalf of our fellow northern cities.
“Combined with the ongoing wealth of cultural activity already being developed in our regenerating cities, this project will enable us to build a viable and established long-term tourism offer, enabling visitors to navigate the journey between the cities and book the activities and accommodation in a simpler and more efficient way, contributing to economic growth across the North.”
VisitEngland chief executive, Sally Balcombe adds: “The successful projects will boost international and domestic visitor growth creating a step-change in the industry and spreading the economic benefits of tourism across England.
“Marketing Liverpool’s winning project showcases the re-emergence and regeneration of our iconic urban cities, giving visitors the opportunity to discover the cultural renaissance taking place across the North.”