Decision details

Findings of the Wirral Visitor Research Study - Conducted in 2011 to Support Wirral's Tourism Businesses

Decision status: Recommendations Approved

Is Key decision?: Yes

Is subject to call in?: Yes


A report by the Chief Executive summarised the key findings of both current and potential visitors’ perceptions of Wirral, and highlighted feedback from the Wirral Tourism Business Network, regarding the Council’s Destination Marketing team’s ongoing support and current performance. It also recommended future activity based on these findings, to help achieve visitor growth, generate spend and encourage long-term economic sustainability.




(1)  the Cabinet notes the findings and conclusions of the Wirral Visitor Research Study, and supports the development of the future Wirral Tourism Marketing Strategy, and annual Implementation Plan. The strategy’s objectives will reflect the Study’s conclusions to help increase the numbers of visitors to the Borough, encourage visitor spend and support the needs of Wirral’s growing tourism businesses; and


(2)  the Cabinet would like to congratulate the pioneering work of the Wirral Tourism Business Network and the Council’s own Destination Marketing team.  The value of tourism and the substantial increase over the past five years is a reflection of their combined commitment, hard work and innovation.  Special thanks are passed to the Chairs and Deputy Chairs of the Tourism Business Network and its six Partnerships (i.e. Accommodation, attractions, coast, food and drink, golf and history and heritage), and their dedication and energy is applauded and celebrated by all within Wirral Council.

Report author: Chief Executive

Publication date: 19/04/2012

Date of decision: 12/04/2012

Decided at meeting: 12/04/2012 - Cabinet

Effective from: 27/04/2012

Accompanying Documents: