VisitBritain has awarded funding to the Liverpool City Region Destination Partnership to encourage international visitors from France to explore the north-west of England and its neighbouring regions, including our very own North Wales.

This initiative comes as part of the GREAT Gateway Innovation Fund, which brings destinations and tourism organisations together to drive international visits and increase visitor spending, specifically through regional gateways. For this project, the focus will be on easyJet’s Paris-Liverpool flights, connecting French tourists directly with the north-west and making it easier for them to access nearby destinations including Cheshire and North Wales.

The aim of this collaboration is to develop international marketing campaigns that showcase the unique beauty, culture, and attractions of the north-west of England, North Wales, and Cheshire – ensuring these regions stand out to visitors looking for incredible experiences within the UK.

A Collaborative Regional Approach

This initiative highlights the growing importance of regional tourism partnerships and the value of gateway connectivity. For the GREAT Gateway Fund project, VisitBritain is working closely with:

  • Liverpool City Region Destination Partnership
  • easyJet
  • Go North Wales
  • Liverpool John Lennon Airport
  • Marketing Chester and Cheshire

Together, these partners will leverage their strengths to promote the region as an unforgettable destination for French tourists. From the iconic culture and history of Liverpool to the stunning countryside and coastal views of North Wales, the campaign aims to inspire visitors and boost tourism across the region.

Why This Matters for North Wales

With North Wales included in this exciting initiative, it’s a fantastic opportunity to showcase our region to a wider, international audience. From our rugged mountain landscapes and golden beaches to our vibrant towns, historic landmarks, and outdoor adventures, North Wales has so much to offer.

This partnership reinforces the importance of cross-regional collaboration in achieving far-reaching goals for tourism, supporting local businesses, and driving visitor spending. By leveraging Liverpool as a gateway, tourists can seamlessly connect to North Wales, allowing them to explore everything we have to offer.

Looking Forward

We can’t wait to see the positive impact this initiative will have on increasing awareness of North Wales as a destination for international visitors. Keep an eye on how VisitBritain’s GREAT Gateway Innovation Fund unfolds and stay tuned for updates on how we and other partners are helping tourists experience the very best of our region.

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