Liverpool wins bid to host tourism conference

Liverpool to host major tourism conference after winning competitive tender and will see trade buyers for global markets converge on the city. Tony McDonough reports

St George’s Hall
St George’s Hall will host the UKinbound event. Picture by Tony McDonough


Marketing Liverpool has won a competitive tender to bring a major two-day tourism conference to the city.

Tourism association UKinbound says its 2024 annual convention will take place over two days at Liverpool’s St George’s Hall on September 25 and 26. Theme for this year’s event is Future Proofing.

Expected to be a sell-out, the two-day conference is aimed at UK businesses that work within the UK’s inbound tourism industry. These include attractions, hotels, and tour operators that facilitate hosting international tourist visits to the UK.

Alongside a keynote speaker address will be topical industry seminars and workshops, and a full day of B2B meetings. These are aimed to provide “actionable insights” that help businesses develop and grow.

Building on its best-ever attended convention in 2023, UKinbound expects around 350 delegates from across the UK’s diverse inbound tourism sector will converge on the city.

This will include tour operators and trade buyers who are responsible for bringing many international visitors to the UK, and Liverpool, from valuable key markets such as the US, China and the Middle East.

UKinbound is also working in collaboration with Marketing Liverpool to arrange a range of familiarisation trips for delegates, which will help to foster and develop key relationships between buyers and local industry.

Joss Croft, chief executive, UKinbound said: “Their (Marketing Liverpool) bid was inspired, packed with passion, creativity and an ambition to make this our most exciting and sustainable convention ever.

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“Together we have an opportunity to showcase what Liverpool has to offer international visitors, from its lively waterfront, grand architecture, and buzzing music scene, alongside being home of The Beatles and two very successful football clubs.

Susan Finnegan, head of visitor economy at Marketing Liverpool, added: “We are so pleased that UKinbound will be bringing their 2024 Annual Convention to Liverpool and are delighted that the team recognised the creativity and ambition we have.

“This is an incredible opportunity for Liverpool and by working together with UKinbound and our visitor economy partners, we’ll show delegates attending the very best of what Liverpool city region has to offer.”

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