Tourism boost for Wirral’s economy

22nd December 2011

The Wirral peninsula was boosted by a successful programme of tourism events in 2011 that generated £3.5m as the Borough’s visitor economy continued to go from strength to strength. 

There was further good news as the latest tourism economic impact figures (STEAM) revealed a 3% increase to £268m for the Borough’s economy.

Events such as the Wirral Food and Drink Festival, the Port Sunlight Christmas Food Fayre, 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 spend for the Borough’s tourism and hospitality businesses in 2011. 

And according to research conducted by Ipsos Mori throughout the year Wirral is firmly on the map as a destination of choice for the affluent ABC1 visitor group.  65% of visitors to Wirral are classed as being ABC1, a figure well above the UK average of 51% and a good indicator of the quality and strength of the Borough’s tourism offer.  Wirral also attracted significantly more first time visitors to the Borough in 2011 with 40% of people questioned stating that it was their first visit to Wirral.  The high profile Play, Eat and Stay advertising campaign has helped to increase this figure by 10% since 2006 when Ipsos Mori last performed visitor research for Wirral Council.

Cllr Chris Meaden, Cabinet Member for Culture, Tourism and Leisure said: “Tourism is a major driver for Wirral’s economy, employing over 4,000 people, and has continued to grow by a substantial 15% over the last 5 years despite what can only be described as extremely difficult financial conditions.  Research shows that we are attracting new people to Wirral and more of them are spending longer with us as our staying visitor numbers are up by 6% to 26%.  The image of Wirral as a tourism destination is also improving with 80% of people saying they perceive Wirral to be a better tourism destination than other locations they’ve visited in the last 12 months.  This is a massive 30% increase on 2006 and is reward for all of the hard work undertaken to market Wirral as a Play, Eat and Stay destination.

“We are continually looking to improve which is why we’ve made 2012 our Year of Coast and Countryside and we are pleased to see so many of our businesses sign up to help us deliver a fantastic calendar of events that will continue to build on the progress made in the last five years.  95% of visitors to Wirral are satisfied with their visit which is a fantastic achievement and congratulations must go to all of the businesses and their dedicated staff who deliver consistently excellent customer service to our visitors.  As we move into the New Year with new attractions like The Light Cinema at New Brighton I am sure Wirral will continue to deliver an excellent experience to visitors, old and new.”   

For more information see Liverpool Daily Post front page.