LIVERPOOL’S status as European Capital of Culture in 2008 wasn’t the pinnacle of Liverpool’s ambitions as a global tourist destination – it was just the start.

The city region – already popular with visitors – is seen has having huge tourism potential.

The strategy document for the city region economy outlines a number of ambitious targets for the visitor economy.

With continued investment and a co-ordinated approach, the vision is that by 2020:

The city region’s visitor economy will be worth £2bn and support 37,000 jobs;

Liverpool will always be featured in the UK’s top five cities for short breaks and conferences, and be one of Europe’s top 20 favourite cities;

Liverpool will be world-famous for its exceptional culture, music, sport, Unesco World Heritage Site, iconic waterfront, The Beatles, and Premier League football.

During the LDP Business debate on the visitor economy, TMP chief executive Lorraine Rogers posed the question: “Why is the visitor economy so important to Liverpool?

“It is about jobs. People working in shops, restaurants and cafes and it is about visitors animating our city.”

She also spoke about the continuing importance of The Beatles in attracting people to Liverpool from all over the world.

“The Beatles are a global brand and we fully appreciate the value of that brand. There is always more we can do.”

Bob Prattey also spoke about the huge potential of the planned expansion of ACC Liverpool to include an exhibition centre.

He said: “We are really excited about it, and we are hoping to have it in play by autumn, 2014.

“It will be able to stage both exhibitions and conferences and we will be able to better cater for larger events.

“Party conferences, for example, need a large exhibition space alongside. At the moment, we have to close off the arena to events to accommodate that.”