THE six councils across the Liverpool City Region are joining forces in a landmark approach to promote the region’s unique cultural offer.

The partnership will be chaired by Tony Hall CBE, Lord Hall of Birkenhead, and will position the region as one of Europe’s major events capitals, seeking to deliver maximum economic benefit across the city region from its worldwide visitor appeal.

Lord Hall, former director general of the BBC and former chief executive of the Royal Opera House, will be joined by a 15-strong team of national and regional board members who bring expertise from the worlds of sport, film, music, hospitality, retail and leisure.

All will work together to lead, advise, influence and champion the Liverpool City Region as the destination to visit, invest and stage major events in.

The new board will now start shaping a five-year destination management plan which will be launched later this year.

Although yet to be officially named, the new body will be known initially as the Local Visitor Economy Partnership (LVEP) and will work to boost the city region’s £5bn-a-year visitor economy, which employs around 51,000 people.

The announcement comes a year on from Liverpool receiving global praise for hosting the most successful Eurovision Song Contest to ever take place. As host city, on behalf of Ukraine, music fans and residents were able to enjoy and participate in an inclusive cultural programme that united people in music.

The new tourism partnership is backed by all of the city region’s local authorities and will be delivered in partnership by staff from the Liverpool City Region Combined Authority and Liverpool City Council.

Steve Rotheram, Mayor of the Liverpool City Region, said:“The Liverpool City Region is a national and international destination of choice, renowned for its unbeatable culture, music, sport, hospitality and much, much more.

“In the last year alone, we’ve completely transformed an event as iconic as Eurovision – and welcomed golf’s global superstars for the 151st edition of The Open in Hoylake. That’s in addition to the Grand National, two Premier League football teams and the most successful Super League team in the country calling our area home.

“But we’re not here to rest on our laurels and this is all about ambition; we want to go from strength to strength and partnership is the key to that. That’s why I’ve pledged to double support for culture to 2% of our budget to build on our achievements. 

“It’s because of our recent success that we’ve been able to attract someone of Tony’s calibre to help turbocharge this work over the next few years. We are already the UK’s cultural capital but watch out because we’re only just getting started.”