A MESSAGE FROM OUR ACTING HEAD OF VISITOR ECONOMY, SUE FINNEGAN
Dear friends and colleagues,
Here at Marketing Liverpool, few reports are as hotly anticipated as the ‘STEAM Report’ – ‘What’s the STEAM Report?’ I hear you ask. It’s basically an in-depth, deep-dive litmus test for our region’s Visitor Economy, examining the overall health and robustness of the sector, against previous years.
I’m going to level with you, the 10-year travel and tourism statistical report is not the breeziest of reads. In fact, it’s a full-on assault of data, which would have most people closing the page after a cursory glance and going on to have a little lie-down. But that would be a mistake. Within the STEAM Report are little golden nuggets of information that validate the hard work that we do here and that our visitor economy partners right across the city region do on a daily basis.
Today we’ve speed-read the STEAM report so we can break it down for you and I’m very happy to reveal some fantastic news. So let’s plunge right in. Liverpool’s Visitor economy is resoundingly on the rise once again and is now worth more than £5bn, surpassing the pre-pandemic high of £4.98bn in 2019! Don’t call it a comeback. It’s a triumphant return to true form and a clear sign of even greater things to come. Read on for a further breakdown of the figures.
A YEAR-ON-YEAR INCREASE SHOWS A BIG JUMP ACROSS ALL KEY INDICATORS
The main and most apparent takeaway from Liverpool City Region’s 2011-2022 STEAM Report is a strong year-on-year increase, right across the board. Whilst the region’s main visitor economy metrics are not quite back up to pre-pandemic levels, the traffic of direction suggests that this rebound is imminent and perhaps even just around the corner.
PEOPLE ARE STAYING LONGER
In 2022 visitors spent almost 17 million more days in Liverpool City Region, compared to the previous year – an annual rise of 34%.
[LCR visitor days 66.43M in ’22 – 49.55M in ’21 – 34.1%]
[Liverpool visitor days 37.17M in ’22 – 27.711M in ’21 – 34.1%]
VISITORS NUMBERS ARE ON THE RISE
In 2022 there were almost 14 million more visitors to the Liverpool City Region, compared to the previous year – a rise of 33%.
[LCR Visitor numbers 55.94M in ’22 – 42.15M in ’21 – 32.7%]
[Liverpool visitor numbers 31.53M in ’22 – 23,91M in ’21 – 31.8%]
VISITORS ARE SPENDING MORE
In 2021 tourists spent £1.184bn more in Liverpool City Region, compared to the previous year, a 45% annual increase.
[LCR direct expenditure 3.845£Bn in ’22 – 2.661£Bn in ’21 – 44.5%]
[Liverpool direct expenditure 2.689£Bn in ’22 – 1.8401£Bn in ’21 – 46.1%]
THE ECONOMIC IMPACT OF THE SECTOR HAS RISEN SUBSTANTIALLY
In 2022, the economic impact of Liverpool City Region’s visitor economy increased by almost £1.6bn, a 44.4% increase on the previous year.
[LCR economic impact 5.183£Bn in ’22 – 3.588£Bn in ’21 – 44.4%]
[Liverpool economic impact 3.586£Bn in ’22 – 2.454£Bn in ’21 – 46.1%]
DIRECT EMPLOYMENT IN THE SECTOR HAS INCREASED BY MORE THAN 35%
In 2022 there were more than 10,000 more full-time jobs directly employed within Liverpool City Region’s visitor economy sector, compared to the previous year, a 35% annual increase.
[LCR direct employment 39,729 Full-Time equivalent jobs supported in ’22 – 29,349 in ’21 – 35.4%]
[Liverpool direct employment 27,098 Full-Time equivalent jobs supported in ’22 – 19,739 in ’21 – 37.3%]
TOTAL EMPLOYMENT IN THE SECTOR ROSE BY MORE THAN A THIRD
In 2022 there were more than 13,500 more full time jobs either directly employed in or supported by Liverpool City Region’s visitor economy sector, compared to the previous year, a 35.5% annual increase.
[LCR total employment 51,605 Full-Time equivalent jobs supported in ’22 – 38,090 in ’21 – 35.5%]
[Liverpool total employment 35,060 Full-Time equivalent jobs supported in ’22 – 25,535 in ’21 – 37.3%]
It’s no secret that one of Liverpool City Region’s biggest and most vital sectors is our thriving visitor economy – a sector that not only helps drive our economy forward but also plays a broader role in communicating our well-deserved international reputation as a fun and lively place, full of fabulous things to see and do.
In short, people enjoy Liverpool. They have a fantastic time here and that has an incredible knock-on effect across all our other sectors. So whether you’re studying, investing, relocating to or working from Liverpool, being in a place that people love to visit enriches lives in many incredible ways.
Whilst it’s important to recognise that many businesses across Liverpool City Region’s visitor economy are still facing challenges and that our job is far from over, these remarkable figures show that all your hard work has paid off. The figures once again confirm that Liverpool City Region is resilient, resourceful, ready for any challenge and raring to rebound after any set-back
From myself and the rest of the team here at Marketing Liverpool, I would like to thank you all for your support and dedication over the past few challenging years. Working together, we quickly and effectively got things right back on course and we’re not stopping now. So let’s welcome even more visitors, let’s encourage greater spending and longer stays and let’s show the world what a truly amazing place Liverpool City Region is for visitors, residents and businesses alike.
Acting Head of Visitor Economy