Liverpool branded one of the 'best in Britain' by Chinese tour operators
LIVERPOOL could become a must-see destination for Chinese tourists following a visit to the city by a high-level delegation of tourism industry figures from the country.
Chinese-based Visit Britain officials were joined by representatives from China Holidays and a selection of tour operators from Beijing and Shanghai to take in Liverpool’s top attractions and world class cultural offer.
The delegation came as a result of a tourism workshop in Shanghai arranged by the Liverpool Expo team, working closely with The Beatles Story, Visit Britain, The Mersey Partnership and the Northwest Regional Development Agency (NWDA).
The city joined forces with Liverpool’s Beatles-themed attraction, The Beatles Story, and tourism agency Visit Britain last year to sell the city to Chinese tourist operators for the first time.
Liverpool could now be included in a package aimed specifically at the burgeoning Chinese tourist market.
Details of the inclusive tourism package are being finalised and could be promoted in the Liverpool Pavilion at the World Expo, which starts in just over a month’s time and is expected to attract some 70 million visitors.
Nick Brooks-Sykes, Director of Tourism at the NWDA said: “China is one of the biggest emerging markets for tourism to the UK and we’re working hard to ensure that the Northwest is well placed to make the most of it. Getting Liverpool on the tourist map is a vital step in opening up the whole of the region to more Chinese visitors.”
Mike Taylor, director of investment and enterprise at Liverpool Vision, added: “Liverpool’s inclusion in such a prestigious tour would be a sure sign that the city’s strengthening international presence is putting us on the map.
“We want to encourage Chinese tourists to experience Liverpool’s cultural offer including sport and music; as well as pushing the city as a perfect base from which to explore the rest of the North West of England, including the Lake District and historic cities such as Chester.
“Becoming established as a tourist destination for Chinese visitors will deliver significant economic benefits in the medium term as well as strengthening our relationships in the long term.”
Charlie Li, China-based deputy manager for Visit Britain, who visited Liverpool for the first time four years ago, commented on the changing face of the city and expressed her delight with all that Liverpool has to offer.
She said: “Liverpool has undergone a dramatic change over the last few years and I can really tell the difference between my last visit and now. Liverpool is known worldwide for its football teams and, of course, the Beatles, but there is such a lot to this city on top of all that.”
Jerry Goldman, of The Beatles Story, added: “We know the Chinese tourism market is growing rapidly and that the UK is near the top of their chosen destinations. We see no reason why Liverpool, given its historic links with China and intrinsic attraction, shouldn’t be an extremely popular for Chinese tourists.”
Philip Southward, Director of Operations for the Liverpool Pavilion, said: “The launch of a Liverpool tourism product for the Chinese market has always been a key priority for the Expo team. It’s pleasing that our efforts are beginning to pay off.”
Liverpool is the only UK city to have a dedicated presence at the World Expo. Its participation is being led by Liverpool Vision in partnership with the Northwest Regional Development Agency (NWDA), Liverpool City Council and the Liverpool-Shanghai Partnership.
The event is regarded in Liverpool as a once-in-a-generation opportunity to consolidate existing and forge new relationships in the world’s emerging markets and to showcase Liverpool’s track record of urban regeneration under the Expo theme of Better City, Better Life.
NOTES TO EDITORS
Liverpool is the only city in the UK to have a dedicated pavilion at the World Expo in Shanghai.
The Expo takes place every four years and is an opportunity for participants to showcase investment opportunities and cultural distinctiveness to an international audience.
Organisers of the Shanghai 2010 Expo estimate that 70 million people will visit the Expo during its six month run from May 1st to October 31st 2010.
Liverpool’s presence at Expo 2010 is being led by Liverpool Vision in partnership with the Northwest Regional Development Agency (NWDA), Liverpool City Council and the Liverpool Shanghai Partnership.
Its main sponsor is Peel Holdings, which has interests in ports, airports, renewable energy, media and property development across the North West.
The NWDA has committed £1.25m to support Liverpool’s presence, whilst Liverpool City Council has committed £300,000.
The Liverpool Pavilion will be housed within the Urban Best Practice Area of the 5.3 sq km Expo site which overlooks the Huangpu River.
For more information please contact Jon Brown at Paver Smith on 0151 239 5000 or 07811 451184. brown@paversmith.co.uk
Contact name: Jon Brown
Contact email: brown@paversmith.co.uk
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Email: info@liverpoolvision.co.uk