Mcr City Region: £6.5bn tourism sector in spotlight
THE estimated £25m boost to Manchester from hosting the Conservative Party conference is one of a number of showpiece events that generates more than £6.5bn a year to the city-region’s economy.
As well as conference and events – so called business tourism – the city’s sporting, academic and cultural credentials also put it on the map and make Manchester the number three UK tourist destination in the UK after London and Edinburgh.
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Boosted by a multitude of events, ranging from the Lion King tour to the Stone Roses’ reunion gigs at Heaton Park, the number of overnight visits to Greater Manchester rose by 8.4% in 2012 – with 10.3 million people spending a night in the city region.
They contributed to a £325m+ rise in the value of the tourism industry to the local economy, from £6.2bn in 2011 to £6.6bn in 2012.
Original Modern – Marketing Manchester’s strapline for wooing international business visitors and tourists, plays to the city proud industrial heritage, but also celebrates its connectivity and innovation.
Angie Robinson, chief executive of the Manchester Central convention complex, says: “We are what we have been. If we were not an industrial heartland I would not have this train shed to sell with the canal running along its side!
“One thing we have done so well is bring our ancient infrastructure and you see that alongside new, edgy architecture.”
Paul Simpson, managing director of Visit Manchester, the tourist board arm of Marketing Manchester, adds: “Original Modern is a way of working and thinking, not a slogan or logo. We still use the phrase – it is a way of tackling the perception that it is just an industrial town.
“It tackles both ends – we do have a strong industrial heritage but also we are a modern, contemporary city.”
While the city region’s industrial heritage is a part of brand Manchester, so too is sport and leisure.
Stephen Miles, general manager of the city’s five-star Radisson Blu Edwardian Hotel and chairman of the Manchester Hoteliers’ Association, says: “I do a lot with the music business and these days artists make their money from tours. in Europe, Manchester as a venue is second on their list.”
Football too is a vital magnet for tourism, but does present its own challenges.
Paul Simpson says: “Our challenge is to get people to understand that there is more to the city than Manchester United but having the name Manchester in one of the major global sporting brands is a big help – and we are seeing that replicated with the rise of Manchester City.”
