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The Northwest’s Tourism Sector
The Northwest Regional Development Agency (NWDA) works to build the competitiveness of our region’s businesses, people and places – the vital ingredients of economic success. The visitor economy is a vital part of the wider economy of the Northwest, worth an estimated £14.3 billion annually, supporting 220,000 jobs and with an estimated GVA of £5.7 billion. The Agency supports the sector by: • Leading on a clearly defined Tourism Strategy and sub-regional delivery structures to provide effective support for business. • Investing in projects of national and international significance to attract visitors to the region’s destinations, including Liverpool Waterfront, The Lake District and Chester Super Zoo. • Driving up the quality of the tourism sector by working with businesses to improve their skills and performance. • Drawing in new visitors to the region by effectively promoting the region’s key destinations. • Attracting major cultural, sporting and business events to the region to generate high levels of tourism and increased spending.
Key priorities for the tourism sector The NWDA establishes the direction, allocates resources and manages relationships with the region’s five tourist boards. Through its small team of experts the Agency leads developments in visitor information, quality, tourism research, skills, business development and marketing which stretch across all of the sub-regions. Liverpool European Capital of Culture – The Agency was a major supporter of Liverpool’s Capital of Culture bid and became an official partner in the 08 programme. NWDA funding and support has enabled the development of the Echo Arena and Convention Centre, the Cruise Liner facility and the extension to the Leeds to Liverpool Canal. To maximise the benefits for the wider region, 08-themed programmes for each sub-region were set up, which collectively attracted an additional 500,000 visitors and helped the overall economic impact of Capital of Culture top £800 million. Coastal towns – One of the NWDA’s key objectives is to reverse the decline of coastal towns. Up to January 2010, the Agency has invested £234 million in coastal areas. A further £100 million is planned over the next three years, the majority of which will benefit the visitor economies of Blackpool, Southport and Morecambe. Projects include: the restoration of the Midland Hotel in Morecambe; creating an attractive central approach to Blackpool; Blackpool Central seafront; and Southport Cultural Centre. Marketing the region – The NWDA has led and implemented a number of high-profile marketing campaigns over the years. By 2007, the £16 million Regional Marketing Programme had generated £119 million in tourism revenue for the Northwest, a figure which is expected to rise by £100 million year on year. The step-change in the region’s image has since been evidenced by a unique MORI tracking survey, showing that public perceptions and business leaders’ confidence in the region have significantly improved since 2001.
“The scale of coordinated investment that has been seen in Liverpool over the last few years could not have been achieved without the input of a regional body such as the NWDA. From the cruise liner facility to the Echo Arena and the new Museum of Liverpool; these developments have had a huge impact on the city’s visitor economy.” Stephen Roberts, Chair, Liverpool Hoteliers