Liverpool music scene can drive tourism
Liverpool's reputation as a 'music capital' should be harnessed by the government to increase overseas visitor numbers and boost the region's economy, according to a new report published by industry campaign group UK Music.
It comes as thousands of music lovers descend on the city for the fourth annual Liverpool Sound City festival which runs until tomorrow (21 May 2011).
The report, called Destination: Music, found that music tourists in the North West spend more than £132m a year, boosting the region's economy by £56m in terms of GVA. It added the spend helps to sustain the equivalent of 1,400 full-time jobs.
UK Music's research also found that the North West attracts 965,000 music tourist visits per year and accounts for 12 per cent of all such visits to the UK. The region is second only to London as a destination for music tourism.
Recognising Liverpool's contribution to this, the report stated: "In Liverpool, the reverberations of four lads who shook the world remain all powerful. On arrival at John Lennon Airport, tourists can enjoy days – literally – of Beatles-related activities. The city council estimates fan-related tourism attracts 600,000 people to the city every year."
Nationally, the group found that large-scale live music events attract 7.7 million visits from music tourists, spending £1.4bn in total during the course of their trips and sustain the equivalent of at least 19,700 full-time jobs.
UK Music is now calling on the government to create a "live music tourism strategy" to increase overseas visitor numbers. Feargal Sharkey, chief executive of UK Music, who found fame as the lead singer of The Undertones, said: "Its message is crystal clear: music provides a huge boost to UK tourism, it drives growth, it sustains thousands of jobs across all regions and it enhances our lives.
"I am optimistic that policy-makers will view this data and acknowledge there is even more we could achieve, especially when it comes to attracting overseas visitors."
The Liverpool Sound City festival started yesterday and runs until tomorrow. More than 300 bands will play at venues across the city. About 30,000 people are expected to attend over the course of the three days.
Dave Pichilingi, founder of Liverpool Sound City, added: "Liverpool Sound City attracts visitors from 23 different countries from Japan to Canada and Australia to Spain. The annual music festival has generated more than £12m additional income for digital and music businesses and young entrepreneurs in the Liverpool and North West region.
"We have the reputation, the history, the credibility and the infrastructure. Quite simply we lead the way for the UK in terms of architecture and popular culture. The Liverpool music scene is the bedrock of all of this."
For more information on Liverpool Sound City follow the link.
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