The tourism body will be headed by former BBC director general Lord Tony Hall, born in Birkenhead. He will be joined by fifteen national and regional board members boasting expertise in various sectors, including sport, film, music, hospitality, retail and leisure.
The board will be known initially as the Local Visitor Economy Partnership before being officially named in the future. Their goal is to boost the Liverpool region’s £5 billion-a-year visitor economy, which currently provides jobs for about 51,000 people.
The body will start drawing up a five-year destination management plan to launch later this year.
Steve Rotheram, Mayor of the Liverpool City Region, commented: “The Liverpool City Region is a national and international destination of choice, renowned for its unbeatable culture, music, sport, hospitality and much, much more.
“In the last year alone, we’ve completely transformed an event as iconic as Eurovision – and welcomed golf’s global superstars for the 151st edition of The Open in Hoylake. That’s in addition to the Grand National, two Premier League football teams and the most successful Super League team in the country calling our area home.
“But we’re not here to rest on our laurels, and this is all about ambition; we want to go from strength to strength and partnership is the key to that. That’s why I’ve pledged to double support for culture to 2% of our budget to build on our achievements. It’s because of our recent success that we’ve been able to attract someone of Tony’s calibre to help turbocharge this work over the next few years.”
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