Sefton unveils strategy to ‘supercharge’ its £683m visitor economy and grow it by 30% by ‘reimagining’ Southport and turning Bootle into a ‘cultural hub’. Tony McDonough reports

Sefton’s tourism economy is worth £683m a year but that represents just 11% of the £6bn value across the six boroughs of the city region.

Now the borough is looking to grow the size of its visitor economy by 30% in the next four years and has published a blueprint to meet this ambition. It will include a plan to “significantly strengthen Sefton’s national profile.

While it may seem obvious to focus efforts on Southport, already a popular resort and visitor destination, Sefton Council says the whole borough will be included in the strategy. Around 4,400 people are employed in tourism and the authority wants to grow this figure.

Sefton hosts a number of flagship events including what is likely the biggest annual visitor economy event each year, The Grand National at Aintree Racecourse. Southport also hosts its Air Show and the Fireworks Championship.

This summer Royal Birkdale will also welcome the world’s top golfers when it stages the Open Championship. Royal Liverpool in Hoylake hosted the event – the sport’s biggest – in 2023 with 260,000 spectators in attendance, worth an estimated £187m.

While the Open only comes to Birkdale every few years the Sefton coast is part of England’s famed ‘Golf Coast’ and attracts many people to play at its high quality courses.

Southport is also upping its game in terms of attracting visitors. Costing more than £70m, the Marine Lake Events Centre will comprise a 1,200-seat theatre and 2,400-capacity conference space when completed.

The strategy highlights three destination areas that together form a “compelling and increasingly competitive” visitor offer

• Southport – A Reimagined Coastal Resort– a classic seaside town undergoing major transformation.
• Sefton’s Natural Coast – 22 miles of protected landscape running from Southport to Crosby which includes the popular Anthony Gormley’s Iron Men as well as nature-based recreation, rare wildlife experiences.
• Bootle – An Emerging Creative & Cultural Hub – Bootle’s accelerating regeneration is creating new potential for creativity-led tourism, with continued investment at the Canalside development, the ongoing huge successes of Salt & Tar as a cultural and events destination and major renewal of the town centre.

This strategy also addresses and acknowledges nationwide challenges and other factors that will be considered including post-pandemic economic recovery, seasonal peaks and ageing infrastructure.

Cllr Marion Atkinson, leader of Sefton Council, said: “This is not just an opportunity to shout about our amazing tourism offer but also set out ambitious, expertise driven plans to unlock even more from our borough.

“I am very much excited by the transformative opportunities the strategy sets out, including a growing national demand for wellness, nature, heritage and cultural experiences.”

Click here to read more about the 10-year strategy.