The value of Liverpool City Region’s tourism industry has increased 21% from 2022 to £6.25 billion as visitor numbers increased by 4.4 million from 2022 to 60.29 million, according to new figures.

More than six million visitors stayed at least one night in 2023, up from 5.8 million in 2022.

These findings are contained in the latest independent research for 2023 commissioned by the Liverpool City Region Local Visitor Enterprise Partnership (LVEP).

The figures are published by the STEAM (Scarborough Tourism Economic Activity Monitor) model, which is used throughout the UK tourism industry to measure economic impact of the visitor economy. Hotel occupancy data is provided by STR Global Ltd.

The number of day visitors continues to rise and now stands at 54.28 million – an increase of over 4 million visitors from 2022.

Jobs in the sector have risen to 58,435, a 13% increase on the 2022 figure of 51,605. Other figures show hotel occupancy rates from 2022 rose 2.2% to 76.5% in 2023, almost level with the 2019 figure of 78.4%.

“The international appeal of high-profile events across the region such as the Eurovision Song Contest in Liverpool and the Open Golf Championship in Wirral alongside wider city region events including the Southport Airshow, the Grand National and Liverpool Biennial, coupled with an annual uplift of 7% in the average income per occupied room (ADR) will also have contributed to the positive impacts recorded in 2023,” said Liverpool City Region.

“The number of staying visitors has also risen from 5.833m in 2022 to 6.016m in 2024- the highest since 2017, with spend by staying visitors increasing by 17% to £2.4bn.”

Liverpool City Region Mayor Steve Rotheram said: “This is a fantastic milestone for the Liverpool City Region and a testament to the incredible resilience and creativity of our area. To see the visitor economy now generating over £6bn is proof that our efforts to showcase the best of what we have to offer – from our stunning cultural landmarks to world-class events – are paying off in spades.

“2023 was a year like no other, with the vibrant colour and glitter of the Eurovision Song Contest, which put us on a global stage, and events like The Open and the Grand National drawing visitors from far and wide. Our region’s appeal is stronger than ever, and these figures show that people are voting with their feet.

“But it’s not just about the numbers; it’s about the jobs and opportunities this growth is creating for local people. We’ve worked hard to make Liverpool City Region a destination that’s not just great to visit but great to live in. With more visitors staying, generating record-breaking hotel occupancy, and our cultural events calendar packed to the brim, we’re proving that this is a place where the world wants to be—and that’s something we should all be proud of.”