Liverpool City Region Destination Welcome Training Scheme

Description

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.