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Liverpool aims to turn awards success into conference business

City has seen a surge of interest from visitors following a recent run of high-profile awards

Pictured: Liverpool's award-winning waterfront

Liverpool has seen a surge of interest from visitors following a recent run of high-profile awards.

And the city is hoping that its awards success will turn into business tourism.

Liverpool was recently awarded UNESCO City of Music status, while the waterfront museum The Beatles Story picked up ‘Best Attraction in the North & Scotland’ at the Worldwide Attraction Awards. 

The waterfront itself also tasted glory, with the Royal Town Planning Institute voting it ‘England’s Greatest Place’, while the city as a whole came fourth in the Trip Advisor Travellers’ Choice awards for Destinations on the Rise, following Porto, Moscow and Brighton.

Liverpool also won ‘Best Destination’ in the National Coach Tourism Awards and British Youth Travel Awards towards the end of 2015.

Chris Brown, director of Marketing Liverpool, said: “Of course awards are nice, but they need to translate into visitors to truly mean something. What we’ve seen with these accolades is that they shine a light onto the city for a range of different reasons, and there is a real surge in interest from outsiders in visiting off the back of so much glowing publicity.”

Following the run of awards,, the official visitor website, has seen a significant number of new users and higher visits compared to the same period in previous years.

Bob Prattey, chief executive of The ACC Liverpool Group, home to BT Convention Centre, Echo Arena and Exhibition Centre Liverpool, said: “As the city’s largest conference, entertainment and exhibition venue, we welcomed more than 550,000 visitors to over 220 events last year. We continually receive positive feedback from delegates and visitors about our fantastic waterfront location and are pleased that this is recognised with a series of well-deserved awards for the city.”

Sarah Barrett, chair of the Liverpool Visitor Economy Network and director of marketing at Liverpool John Lennon Airport, said: “It’s fantastic that Liverpool has been recognised for our amazing visitor offer. These accolades rubber stamp the visitor experience and will help in attracting additional visitors in particular those from overseas. With the growth of Liverpool John Lennon Airport connecting to over 70 worldwide destinations, Liverpool is now more accessible than ever for international visitors.”

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