A STRING of high-profile tourism events in Wirral boosted Merseyside’s economy by more than £3m this year.

According to research conducted by a leading national market research company specifically for Wirral Council throughout the year, the borough is now “firmly on the map” as a destination of choice for affluent visitors.

Lorraine Rogers, chief executive of The Mersey Partnership (TMP), the region’s tourist board, said the Ipsos Mori report “underlines the strength and appeal of Wirral’s unique offer”.

The research revealed how, over the last 12 months, events such as the Wirral Food and Drink Festival, the Wirral Golf Classic, the Port Sunlight Summer Festival and the inaugural Mersey Pirate Muster, at New Brighton, all played a major part in generating increased spending at the borough’s tourism and hospitality businesses.

The Port Sunlight Christmas Food Fayre welcomed 12,000 people earlier this month, a 26% increase on last year. It is estimated it brought £506,000 into Wirral’s economy, up 21%.

Ms Rogers said the figures “reinforce the borough’s position as an important part of the wider city-region’s visitor economy”.

She added: “The figures also underline the success of the major events programme and the part attractions including golf, the coastline and fine food experiences can play in attracting visitors and generating economic impact.”

According to Ipsos Mori’s research, 65% of visitors to Wirral are classed as being ABC1, a figure well above the UK average of 51%.

The borough also attracted significantly more first-time visitors this year, with 40% of people questioned stating it was their first time in Wirral.