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Liverpool One unveils new destination sign

A major piece of artwork to symbolise Liverpool’s growing popularity as a must-see city was unveiled yesterday, in Liverpool ONE.

The giant sign, which is 14.5 metres in length, has been commissioned by Liverpool ONE and Culture Liverpool to mark a predicted increase in tourism, as we all look forward to better times ahead and move out of restrictions.

Located on Thomas Steers Way near to the Hilton Hotel, the installation is visible from The Strand as both local and international visitors head into the city centre, acting as a gateway to enjoy all of the city’s great offerings.

liverpool one

The creation follows an uplift in the number of visitors to Liverpool, with the city becoming one of the country’s most visited places in the UK by domestic tourists, thanks to a mixture of music, culture, architecture and football.

Currently white in colour with its font designed by Liverpool-based Liz Harry, the sign is set to be transformed with various designs from local artists throughout the year.

Chris Brown, Director of Marketing Liverpool, said: “Liverpool is a place that is held in deep affection across the globe for its arts, music and culture and, of course, our warm welcome.

“We’re extremely proud that, despite the challenges of the pandemic, the city as a whole has surpassed national average visitor numbers, which is a real testament to hospitality and leisure businesses right across the city region.

“What we have now is a strong – and growing – domestic audience, with visitors staying for longer and seeing it increasingly as a holiday destination.

“We’re now looking forward and excited to see further growth in domestic tourism and welcoming back international visitors to our fantastic city.”

In 2021, Liverpool out-performed many of the UK’s cities, with visitor numbers to the city centre an impressive 20% higher than the national average.

Now, it is hoped the new addition to the city will represent the increased confidence in its post-pandemic growth, as well as serving as a welcome to visitors and offering the perfect photo opportunity for both locals and tourists alike.

Liverpool one

Donna Howitt, Place Strategy Director at Liverpool ONE, said: “During the pandemic, many of us rediscovered what’s on our doorstep, whether that is a local beauty spot, a hidden gem restaurant or simply the chance to be a ‘tourist’ in our own city.

“This new piece of artwork is a chance to mark how local people have supported the city, as well as a chance to celebrate how we are growing in popularity as a must-see UK destination.

“And, of course, it gives us another spot to grab the perfect selfie in the city centre!”

For more information about Liverpool’s tourist offering, visit www.visitliverpool.com

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