Decision details

Wirral Visitor Economy Strategy

Decision Maker: Cabinet

Decision status: For Determination

Is Key decision?: Yes

Is subject to call in?: Yes


Cabinet report for the Wirral Visitor Economy Strategy


Phill Brightmore

Councillor Phil Brightmore, Cabinet Member for Environment, said:


“Wirral’s tourism industry continues to go from strength to strength. We are the fastest growing visitor destination in the Liverpool City Region; with thousands more people discovering Wirral every year.


We cannot take this for granted, and expect this growth to simply continue year-on-year.  We must make sure we do everything possible to promote our borough throughout the UK and internationally.


This new Tourism Strategy is a big step. Produced through a collaboration of industry experts, local businesses and partners, it helps us clearly define a new approach for marketing Wirral.


I am confident this work will help us achieve all of our ambitions for the tourism industry in

Wirral, increasing the value of the economy and helping create many more jobs.”


Councillor Phil Brightmore introduced a report which informed that The Wirral Plan: A 2020 Vision set out a partnership vision to improve outcomes for Wirral residents.  Delivery of the priorities and outcomes described in the Plan were underpinned through the delivery of a set of key strategies.


Appended to the report was the Wirral Visitor Economy Strategy 2017-18, a key strategic document which articulated ambitions related to growing the value of the Visitor Economy in Wirral and the associated creation of jobs, which would assist the delivery of various aspects of the Wirral Plan.


Councillor Brightmore informed that he was eager to build on this ambitious expert led Strategy that had been developed in collaboration and would be delivered in partnership over a three year period. Four ambitious priorities had been identified:


(1)  Developing Wirral’s Tourism Marketing Strategy and Positioning the Peninsula as an Outstanding Destination.


(2)  Generating Greater Benefit from Conferences, Business Meetings and Events.


(3)  Developing Wirral’s Tourism Assets and Experiences to Increase Competitiveness and attract New Visitor Markets.


(4)  Establishing a Sustainable and Accessible Visitor Economy.


Councillor Brightmore thanked everyone who had given up their time to help with the development of the Wirral Visitor Economy Strategy.


This matter affected all Wards within the borough and was, therefore, a key decision.


Councillor Christina Spriggs informed that there had been some great feedback on where the Council was up to with regard to the Strategy.  She considered that the cross cutting themes that were coming through skills development from this work were heartening and that the Culture Visitor Economy was going to be massive.


Councillor Brightmore paid tribute to Councillor Spriggs for the work she had carried out in respect of the Strategy.


Councillor Phil Davies informed that it was hugely important sector and there were aspirations to increase the visitor economy.  These were exciting times and the Visitor Economy must be linked with regeneration opportunities on Wirral.  The quality of life factor was absolutely critical to encourage people to come to Wirral.




That the Wirral Visitor Economy Strategy be approved. 

Report author: Rose McLaren

Publication date: 21/06/2017

Date of decision: 19/06/2017

Decided at meeting: 19/06/2017 - Cabinet

Effective from: 29/06/2017

Accompanying Documents: