Local businesses in Sefton will benefit from £331,000 funding designed to help the Visitor Economy to recover from the impact of the Covid pandemic.
The cash will be used by Sefton Council to attract more visitors into Southport , the Sefton coast and across the borough.
It is part of an ambitious plan to improve the Liverpool City Region’s position from the 5th to 3rd most visited UK destination for international tourism.
In his report, Sefton Council Assistant Director of Place (Economic Growth & Housing) Stuart Barnes said: “Pre pandemic, the Liverpool City Region (LCR) Visitor Economy was worth c. £4.7 billion (2018) and supported over 57,000 jobs.
“To support the sector’s recovery from the devastating impacts of Covid-19, the project intends to deliver a three-year programme of integrated destination marketing activity for the LCR and is aligned with the Metro Mayor’s pledge to improve the positioning of the City Region from the 5th to 3rd most visited UK destination for international tourism.
“It aims to attract an additional 451,898 visitor days with spend of £77.4m and establish a new private sector led model for funding destination marketing activity following the withdrawal of dedicated EU funds in 2015 (£600K per annum).
“This project establishes a sustainable and co-ordinated programme of destination marketing activity for the City Region by harnessing the collective appeal of its individual assets and recognised destinations to deliver immediate recovery of the sector from the impacts of the pandemic and longer-term economic growth.
By integrating the individual destination marketing strategies of Liverpool, Wirral, Sefton and Halton it will make the City Region more effective in bringing tourists back to the City Region, including domestic and international leisure and business visitors in ‘far’ markets.
“It will do this by combining the ‘pulling power’ of Liverpool with the diverse range of outstanding experiences the region also has to offer, including its coast and countryside, which is important following the pandemic as markets seek less crowded destinations to meet their need for safe, comfortable trips.
“It also supports the competitiveness of Sefton in attracting ‘near’ domestic markets.”
Sefton have been allocated £331k SIF money over three years to deliver its own destination leisure marketing.
The Strategic Investment Fund cash has been secured through The Growth Platform.
The Growth Platform was established jointly by the Liverpool City Region Local Enterprise Partnership and Combined Authority to help strengthen, simplify, and coordinate the business landscape for the City Region.
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