LISA OWEN, MARKETING LIVERPOOL’S NEW ‘ACTING HEAD OF BUSINESS TOURISM’ SHARES HER THOUGHTS ON HER NEW ROLE AND HER PLANS TO FURTHER ENERGISE LIVERPOOL CITY REGION’S BUSINESS EVENTS SCENE.
With over two decades of experience in destination marketing and convention bureaus, I am incredibly excited to lead Liverpool City Region’s business tourism team – A team determined to further propel our region into the global spotlight for business events.
My business tourism career began in the world of conference management at the Staffordshire/Stoke-on-Trent Conference Bureau, where I honed my skills in a multifaceted environment, laying the groundwork for a rewarding career ahead.
Venturing across the North West, I learned more about the importance and intricacies of business events and what they can bring to a destination, both in the long and short term, becoming more passionate about business events, at each stop along the way.
From orchestrating successful growth initiatives at the Chester & Cheshire Conference Desk to helping to spearhead Manchester’s US business events strategy, my journey has been defined by innovation and strategic foresight.
Notably, my tenure at Marketing Manchester saw me cultivate impactful partnerships with industry stalwarts, helping to further establish Manchester on the global stage, as a premier business events destination.
Now, at the helm of Liverpool Convention Bureau, for over four years, together with the rest of our team, I’ve helped to steer the bureau towards a range of achievements, which we are very proud of.
A crowning achievement was securing the prestigious G7 Foreign & Development Ministers’ Meeting in 2021, a testament to Liverpool City Region’s prowess as a world-class host city, generating over £2 million in economic impact and garnering extensive media attention.
Right now, I can reveal that Liverpool Convention Bureau are further developing and enhancing our brand, by focusing on four key pillars: People, Passion, Place, and Planet. These pillars aim to encapsulate the ethos of our city region and are integral to our mission of ‘Making Incredible Happen’.
- PEOPLE: By prioritizing ‘People’ we emphasize community engagement and the unique stories of Liverpool’s residents.
- PASSION: The ‘Passion’ pillar reflects our commitment to showcasing the city region’s rich cultural heritage and dynamic energy.
- PLACE: ‘Place’ highlights the importance of Liverpool’s iconic landmarks and the overall visitor experience, ensuring that the city’s charm and hospitality are front and centre.
- PLANET: Lastly, the ‘Planet’ pillar underscores our dedication to sustainability and environmental responsibility, aligning with global efforts to create a greener future.
Through these concerted efforts, we are working towards positioning Liverpool City Region as a vibrant and totally unique destination for conventions and events, promoting a brand that is both innovative and deeply rooted in our local community and culture.
My transition to this new role is fuelled by an unwavering commitment to amplifying Liverpool City Region’s international reputation. Together with our public and private sector partners, I am certain that Liverpool Convention Bureau can help to lead the charge in raising our region’s profile as a exciting and memorable host destination that delivers spectacular as standard.
As a team, our focus remains steadfast: We are here to attract business events of substantial quality and significance, ones that amplify and underscore our region’s unique values and attributes.
Liverpool City Region’s magnificent venues, coupled with its robust sector strengths and growing sustainable credentials, position our region as the ultimate destination for event organizers looking to take their event to new heights – You need only look at last year’s Eurovision Song Content to see how our region can work together to deliver an event that is out of this world.
Central to my strategy is aligning business events with Liverpool City Region’s core sector strengths, fostering economic growth and amplifying investment in key industries.
Sustainability lies at the heart of our endeavours, as evidenced by Liverpool’s recognition as the Most Improved Destination at the GDS Awards. Building upon this momentum, my team and I are dedicated to further enhancing our sustainability initiatives, working towards ensuring that Liverpool City Region becomes a beacon of eco-conscious event hosting.
Legacy, too, holds tremendous importance in our pursuit of excellence. Through collaborative efforts with ACC Liverpool, our Legacy Toolkit aims to inspire organisers and foster meaningful engagement with local communities, paving the way for lasting social and economic benefits.
In assuming this role, my immediate priorities include galvanising our talented team to execute a robust business events strategy that showcases Liverpool City Region’s unrivalled offerings. By leveraging our city’s unique charm and fostering strategic partnerships, we are poised to revolutionize the business events landscape, one event at a time.
I warmly invite you to please join us on this exhilarating journey as we work together to unlock the boundless potential of Liverpool City Region, reaffirming and enhancing our region’s status as a preeminent destination for international business. Together, let’s write a new chapter in Liverpool City Region’s illustrious legacy of world-renowned hospitality and innovation.
For more information about Liverpool Convention Bureau click HERE.