Wirral Council leader Steve Foulkes said: “I think we have matured, more than Liverpool, over the years to realise that Liverpool is a very strong brand, but we can enhance that with the support of our attractions.

“There’s no point having the Mersey Ferries if there is nothing on the other side.

“This seems to be a little bit of nonsense, and we all need to grow up a wee bit.”

The new director will be expected to concentrate their efforts on the so-called “golden square mile” that is Liverpool city centre, said Cllr Millar.

In previous years, this was done by the Liverpool Culture Company, but since the end of the flagship year there has been no-one to do this work.

In November, Martin King stepped down as director of tourism at The Mersey Partnership (TMP) to become the manager of Mersey Ferries, which is owned by Merseytravel.

His job was advertised in January, but his replacement has yet to be named.

Liverpool’s decision to create a new role is being seen in some quarters as a reflection of the disquiet that this important role has not yet been filled. The job advert for the Liverpool position states that it is “a strategic role in promoting the newly launched Liverpool city brand nationally and internationally to maximise business and leisure visitors and the important contribution they can make in terms of economic impact to both the city and the wider city region.”

Cllr Millar said the new individual would work in partnership with TMP “without stepping on their toes”.

“We don’t know who’s going to apply for the jobs, but we are looking for a guru, a visionary.

“They will have to bring all the elements together and be credible.

“This is a key legacy item from 2008 and it’s the right thing to do.

“Importantly its not duplication on what TMP does and allows us to better position Liverpool strategically at home and abroad.”

OPINION: PAGE 10