Liverpool City
Region
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WorldHostTM Ambassador Workshop
Liverpool City Region comprises the following local authorities:
Liverpool, Halton, Knowsley, Sefton, St Helens and Wirral.
It’s our ambition to become the first city region in the world to
achieve WorldHost accreditation.
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Liverpool City Region
Reasons to be Proud
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2
Liverpool has the largest
single collection of Grade One
listed buildings and more
national museums and
galleries than any other city
outside of London
Liverpool holds the Guinness
Book of Records for being the
Capital of Pop – more
Liverpool artists have had a
number one hit than any other
town or city.
Liverpool has Europe’s longest
established Chinese
Community and is landmarked
by its Chinese Arch, which
commemorates the twinning of
the two cities - Shanghai and
Liverpool. The archway stands
at 15m high, which makes it
the largest Chinese Arch
outside China.
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Wirral boasts an impressive 14
golf coasts, 50 miles of rural
walks and 22 miles of
coastline.
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The Grand National at Aintree
Racecourse is watched by an
estimated 500 to 600 million
people in over 140 countries
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48 cruise liners are expected
in 2014, bringing in 64, 000
visitors and an expected £4.5m
Liverpool has a population of
nearly half a million (466,400),
including the wider city region
brings that total to 1.5 million
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Liverpool has the largest
single collection of Grade One
listed buildings and more
national museums and
galleries than any other city
outside of London

Liverpool holds the Guinness
Book of Records for being the
Capital of Pop – more
Liverpool artists have had a
number one hit than any other
town or city.
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commemorates the twinning of
the two cities - Shanghai and
Liverpool. The structure was
imported piece by piece from
Shanghai, and then
reconstructed by craftsmen
from China. The archway
stands at 15m high, which
makes it the largest Chinese
Arch outside China.

The Calderstones in South
Liverpool are older than
Stonehenge.
Wirral boasts an impressive 14
golf coasts, 50 miles of rural
walks and 22 miles of
coastline.
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The clock faces on the Liver
Building are the biggest in the
country – 2’ 6” bigger than Big
Ben.
Goodison Park Everton FC is
home to the world’s first
purpose built football ground
(1892).
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Walk in monks’ footsteps at
Norton Priory, Halton.
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Visit over 700 exotic animals at
Knowsley Safari Park.
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See Anthony Gormley’s Iron
Men on Crosby Beach.
The new Museum of Liverpool
is the first new national
museum to be built in the
country for over a century and
is now the most visited
museum outside of London.
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Liverpool John Lennon Airport
was the first provincial airport
in the country, opened in 1933.
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Take a day trip to St Helens,
and walk to the award winning
international artwork ‘Dream’.
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Liverpool has Europe’s longest
established Chinese
Community and is landmarked
by its Chinese Arch, which
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Visit Birkenhead Park, and see
why the creators of New York’s
Central Park were inspired.
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Tourism in Liverpool
Replaces Ambassador A- Z page 16 (Delegate Pack)
replaces Ambassador A- Z
page 16 (Delegate Pack)
A visitor/tourist is a person travelling to and staying in places outside their
normal environment for leisure, business and other purposes (World Host
POC Pack).
4
+Liverpool City Region has much to offer the visitor,
and with that in mind, name at least 1 organisation,
business, place or area for each category below.
1. Transport
 To and from Liverpool City Region
 In and around Liverpool City Region
2. Accommodation
 Hotels
 Self-catering
3. Food
 UK cuisine
 International
4. Retail
 Shopping areas
 Markets
 Liverpool souvenirs
5. Attractions
 Family focused
 Adult
6. Music
 Pop
 Classical
5
+Liverpool City Region has much to offer the visitor,
and with that in mind, name at least 1 organisation,
business, place or area for each category below.
6
7.
Business meetings, conferences and business exhibitions
8.
Guided tours
9.
Museums
10.
Art galleries
11.
Theatres
12.
Architecture
13.
Information services
14.
Emergency services (medical & dental)
15.
Money exchange services – overseas currency to sterling
16.
Sport (spectate and participate)
17.
Countryside
18.
Seaside
19.
Public art (statues & installations)
20.
Pubs
21.
Clubs
22.
Liverpool independents (locally owned businesses)
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Key facts and figures (2012)
These figures are published by the STEAM (Scarborough Tourism Economic Activity Monitor).
This model is used widely by the UK tourism industry to gather visitor data.
Visitor Economy
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Worth £3.4billion a year to the City Region
Supports 46,000 jobs in the City Region
56m visitors to the Liverpool City Region (2012)
Liverpool in 2012 was the 5th most popular
destination for international visitors with 550,000
staying visits up from 545,000 in 2011
(International Passenger Survey)
Liverpool in 2012 was the 8th most popular
destination for all domestic visitors (1.47m
overnight visits). It is 9th for pure holiday trips
(646,000) and 9th for business tourism (202,000)
Accommodation
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Average City Region Hotel Occupancy (Jan-Oct)
increased from 69.4% in 2012 to 71.7% in 2013
Weekend Hotel Occupancy increased from 85.5%
(Apr- Oct) in 2012 to 87.3% in 2013
Mid-week Occupancy increased from 71% in 2012
to 74.3% in 2013
146,000 more rooms were sold in Liverpool City
Region in 2013 than 2012 (Jan-Oct)
Average room yield increased slightly from
£39.35 in 2012 to £41.16 in 2013 (Jan-Oct).
2013 saw an additional 580 rooms open in the city
centre in 8 new premises.
Key statistics
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Five attractions drew in over 500,000 visitors in
2012; the Museum of Liverpool, Merseyside
Maritime Museum, Mersey Ferries, World
Museum Liverpool, Tate Liverpool.
4,461,443 passengers passed through Liverpool
John Lennon Airport in 2012.
Some 600,000 passengers arrived or departed the
City Region on one of the three ferry routes in
2012.
Liverpool One, the retail and leisure development
in the City Centre, recorded a footfall of over 26m
people in 2012.
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See if you can answer these questions about our
Visitor Economy.
1.
How much was the visitor economy worth to Liverpool
City Region in 2012?
2.
During 2012 how many visitors came to Liverpool City
Region?
3.
What was the number of passengers passing through
Liverpool John Lennon airport in 2012?
4.
How many passengers arrived or departed Liverpool
City Region on one of the three ferry routes in 2012?
5.
What was the recorded footfall at Liverpool One in
2012?
6.
How many cruise Liners berthed in Liverpool in 2012
and what was did the average passenger spend in
Liverpool City Region?
7.
What is the estimated value of The Open Golf
Championship in 2014
8.
How many jobs are supported in the Liverpool City
Region Visitor Economy?
Liverpool World Heritage
Site
Of outstanding universal value to the international
replaces Ambassador A- Z
community
page 16 (Delegate Pack)
A cultural World Heritage Site is an historic monument, group of buildings or site,
which is of outstanding universal value to the international community. UNESCO
inscribed Liverpool Maritime Mercantile City in July 2004 as "The supreme example of
a commercial port at the time of Britain's greatest global influence."
This status ranks Liverpool alongside other internationally known historic cities such as
Edinburgh, Bath, Vienna, Venice and Vatican City. Other World Heritage sites include
Taj Mahal India, Alhambra Granada Spain, The Pyramids at Giza Egypt and The Great
Wall of China.
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Pier Head
Albert Dock
Stanley Dock
Castle Street
William Brown Street
Duke Street
Liverpool’s World Heritage Site consists of six distinctive historic areas, (Pier
Head, Albert Dock, Stanley Dock, Castle Street, William Brown St and Duke St)
which reflect its functional and visual variety. It stretches along the waterfront from
Albert Dock through The Pier Head and up to Stanley Dock, and up through the
historic commercial districts and the Ropewalks area to the historic cultural
quarter around William Brown Street.
The principal reasons why Liverpool is of outstanding universal value are:
Liverpool played a leading role in the development of dock construction, port
management and international trading systems in the 18th and 19th centuries.
The buildings and structures of the port and the city are an exceptional testimony
to mercantile culture.
Liverpool played a major role in influencing globally significant demographic
changes in the 18th and 19th centuries, through a) its involvement in the TransAtlantic Slave Trade and b) its involvement as the leading port of mass European
emigration to the New World.
The Liverpool World Heritage Site nomination includes a substantial part of
Liverpool's historic waterfront and docks from Bramley Moore Dock in the North to
Wapping Dock in the South, its historic commercial office centre from the Pier
Head to the Queensway Tunnel entrance, the Cultural Quarter around William
Brown Street and the west end of Duke Street from Hanover Street to Slater Street.
It does not include the entire city centre, or all of the heritage assets in the city, but
what it does include is an adjoining area, dominated by historic buildings and
structures with a strong link to Liverpool's maritime mercantile heritage.
http://www.liverpoolworldheritage.com
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The Open Golf Championship
Royal Liverpool Golf Club
2006 & 2014
Estimated Economic Value for 2014 is £70-£72million
Royal Liverpool Golf Club will host The Open Championship from 13-20th July 2014. It
will be the 12th time the Hoylake links has hosted golf’s oldest Major – the last time was
in 2006.
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The
Open
The Open Championship, or simply The Open (often referred to as the British
Open), is the oldest of the four major championships in professional golf. It is the
only major held outside the United States and is administered by the R&A, (The
Royal and Ancient Golf Club of St Andrews) which is the governing body of golf
outside the U.S. and Mexico.
Since 1979, The Open has been played on the weekend of the third Friday in July.
It is the third Major of the calendar year, following The Masters and the U.S. Open,
and preceding the PGA Championship. The current champion is Phil Mickelson,
who won in 2013 at Muirfield in Gullane, East Lothian, Scotland.
The event takes place annually on one of nine links courses in Scotland or
England. In 2013, The Open had a first prize of £945,000 and a total prize fund of
about £5.25 million
The Open is a 72-hole stroke play tournament with a cut after 36 holes, limited to
the top 70 players and ties. Unique among the four major championships, The
Open features a four-hole playoff at the end of regulation, and continues into
sudden death if tied after four holes.
Royal Liverpool
Royal Liverpool is one of the oldest and most historic clubs in England and over
the years has earned a deserved reputation for presenting some of the finest
greens in British golf. Tiger Woods claimed the title when the club staged its
eleventh Open in 2006 and it also hosted the inaugural Amateur Championship,
the first English Amateur, the first Home Internationals and the precursor to the
Walker Cup. Royal Liverpool will host the 2012 Ricoh Women’s British Open and
the Open Championship in 2014. Royal Liverpool is ranked 15 in the UK and is
ranked in the top 80 courses in the World!
Royal Liverpool is a private members club, and whilst visitors are welcome, some
restrictions apply.
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International Festival
For Business 2014
Driving economic growth, helping double exports to
£1trillion by 2020, and generating £100m+ foreign
direct investment in the UK
The International Festival For Business spans 50 days starting on 5th June and running
until 24th July. A 7-week festival events calendar of conferences, exhibitions, summits,
awards, business dinners, seminars, workshops and networking events will take place
throughout the City Region.
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Liverpool Vision
 Liverpool Vision is the key delivery body in the Liverpool City Region for The
International Festival for Business, working with a number of partners to deliver
the festival. Liverpool Vision is the Mayor of Liverpool’s economic development
company, which integrates economic development and business and
enterprise support designed to accelerate the city’s growth and build a
sustainable economy. Liverpool Vision has played a pivotal role in coordinating
the delivery of the city’s economic and physical renaissance over the last
decade, working within the strategic leadership of the City Council .The
Company is enabling Liverpool to accelerate the impressive economic growth
the city has witnessed over the last decade. Liverpool Vision is focused on
building a strong, sustainable economy that can compete more effectively in
international markets.
 Liverpool is a global city, one that’s proud of its heritage and culture but also
passionate about looking to the future. That makes it an exciting, inspiring and
exhilarating place to do business.
 With a global perspective and exceptional economic strengths, Liverpool is
recognized as one of the UK’s leading business destinations.
 Blue chips, start-ups, entrepreneurs and emerging talent are attracted to
Liverpool by investment opportunities, business benefits and an outstanding
quality of life. That’s where we fit in at Liverpool Vision Our business is helping
businesses develop and grow.
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What is the International Festival for Business?
The International Festival for Business will be the biggest concentration of
business events in 2014 and a global showcase for great British industry. It will be
the largest trade and investment showcase in the UK since 1951. IFB 2014 is central
to the Government’s ambition to accelerate and maximise economic growth in the
UK. The IFB 2014 will share the UK’s agility, innovation, creativity and appetite for
business The Festival will accelerate economic growth throughout the whole of the
UK, through increased foreign direct investment and outbound trade and exports,
underlining the breadth and quality of the UK’s business offer to the world.
Hosted in Liverpool during June-July 2014 and comprising hundreds of world-class
business events running back-to-back, the festival is a key part of the
government’s ambition to promote economic growth, rebalance the economy and
double UK exports by 2020. It will connect UK with international markets and
attract a unique gathering of multinational companies, business pioneers,
entrepreneurs, innovators, investors and thought leaders.
With experts, trade bodies, companies, intermediaries and delegates from over 100
countries and across the UK, the festival is geared towards creating new contacts,
knowledge and opportunities for commercial interaction, innovation and trade.
An estimated 250,000 business professionals from across the globe will take part
in 50 days of world-class events, exhibitions, trade shows and seminars,
celebrations, alongside a cultural programme of international quality and
significance.
The aims are to drive UK economic growth, help double UK exports to £1 trillion
by 2020, and generate £100+million foreign direct investment, with an explicit
focus on creating new international and domestic business-to-business
relationships and opportunities for UK companies, small, medium and large. In the
words of Prime Minister David Cameron, “are going to be an event on an
unprecedented scale... and a shop window like no other…”
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The explicit focus of the IFB is to provide UK businesses – small, medium and large
- with the opportunity to expand their networks and markets. Liverpool City
Region businesses are particularly well placed to take full advantage of the event.
A vibrant programme of cultural events showcasing the best of Liverpool’s worldfamous culture and creativity, will add a distinctive and stimulating backdrop to
the Festival.
When does it take place?
The International Festival for Business spans 50 days starting on 5th June and
running until 24th July. A 7-week festival events calendar of conferences,
exhibitions, summits, awards, business dinners, seminars, workshops and
networking events will take place throughout the City Region.
The festival will focus on a number of key business sectors and themes, clustering
activities around a series of themed weeks and creating an unmissable programme
of daily events. The industry sectors and themed weeks are:
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Maritime, Logistics & Energy w/c 9th June
Higher/Further Education & Research w/c 16th June
Cities, Enterprise & Urban Business w/c 16th June
Manufacturing, Science & Technology w/c 23 June
Knowledge Financial & Professional Services: w/c 30th June
Low Carbon & Renewables w/c 14th July
Knowledge Creative & Digital industries w/c 14th July
The IFB programme is extensive and events will be held across the Liverpool City
Region and the North of England including Manchester and Sheffield. The full
programme will be available to registered business delegates on the website.
WWW.IFB2014.com
A vibrant Cultural events programme will complement the overall business
programme, showcasing the Liverpool City Region at its best.
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Where will the events happen?
A central focal point during the IFB 2014 for all visitors, exhibitors, organisers,
delegates, media and sponsors to gather and optimise their visit to Liverpool
City Region and the international Festival for Business in a professional and
visually stunning setting will be The IFB Hub, at No 1, Mann Island, between the
Albert Dock and the Liver Building.
The IFB hub will be the main information centre for business delegates and will
be open free to the public, although some areas and events will be limited
access.
Delivering a high quality delegate welcome experience, international media
centre, trade and investment service, and integrated exhibition and seminar
programme, the IFB Hub will be open throughout the festival
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What is on offer is at the Hub?
There will be dedicated trading floor where countries, embassies and
international delegations along with our partners UKTI and the British Chamber of
Commerce will be present during the entire festival. The IFB Hub will offer a
range of services including:
 Welcome and information point providing delegates with information
about IFB 2014, the Liverpool City Region and a host of other useful visitor
information
 Multi lingual services helping international delegates make the most of
their visit, by providing language services in a variety of languages
 Transport links with venues across the city and the Liverpool City Region,
this vital network will help delegates to easily locate venues and locations
during
 Meeting rooms and conference rooms will be available to use during your
time at IFB 2014 enabling business to business facilitation
 There will also be an event space on the trading floor for events as well as
an international lounge allowing delegates the ability to relax and network
 Within the HUB, businesses will be able to maximise networking
opportunities either in a formal or a relaxed after hours environment
 A Meeting enabling service will be available which comprises a virtual
system allowing delegates to make contact directly with each other while in
Liverpool. Additionally a ‘Hot Office’ will provide facilities for delegates to
hot desk –the use of communal services with plug and play networks, giving
delegates the flexibility to base themselves at the HUB during the festival
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Who will be involved?
Liverpool Vision is the key delivery body in the Liverpool City Region for The
International Festival for Business, working with a number of partners to deliver
the festival including EEP. A dedicated joint venture vehicle has been established
by two of the world’s leading event organisers, Clarion Events Ltd and
Montgomery Events Ltd to promote and deliver IFB 2014. Both companies have an
international track record in over 18 countries in international exhibition and
conferences, including popular events such as Olympia International Horse Show,
International Art & Antiques Fair, Hotelympia and IFE International Food & Drink
Event.
The events are being delivered by many different organisations across the city
region and further afield. The events have been organised around the key
industry themes. The IFB website is the best place to direct enquiries to. Each
industry theme has a co-ordinator listed below.
 Cities, Enterprise & Urban Business: Julie Ehlen via jehlen@liverpoolvision.co.uk
 Creative & Digital industries: Kevin McManus via
kmcmanus@liverpoolvision.co.uk
 Financial & Professional Services: Maria Norfolk via
mnorfolk@liverpoolvision.co.uk
 Higher/Further Education & Research: Jenny Douglas via
jdouglas@liverpoolvision.co.uk
 Low Carbon & Renewables: Richard Tracey via rtracey@liverpoolvision.co.uk
 Manufacturing, Science & Technology: David Ost via dost@eef.co.uk or John
Whaling via jwhaling@liverpoolvision.co.uk
 Cultural events and programme via Nick Birkenshaw via
Nick.birkenshaw@liverpoolgov.uk
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Who will be coming to the Region?
A truly global event, IFB 2014 will have international reach and significance. The
event will connect UK businesses with international markets, the smartest
entrepreneurial minds with connect with best businesses in the world. An
engaged audience of 250,000 Business delegates are expected from over a 100
countries from across the globe will attend the IFB business to business events.
The business professionals will expect a world class customer service and a
quality experience. The business delegates will include:
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Representation from more than 200 cities
Delegations from more than 100 countries
250,000 business professional
International business leaders
Multinational corporations
High-growth businesses and entrepreneurs
Ministers, Mayors and Political Leaders
Investment banks, Investors and Financiers
Worldwide media Academics and researchers
Leading speakers, moderators and chairpersons
At every level the Festival will attract an audience of pioneers from the UK and
across the world. Businesses that want to go
Faster, reach new horizons – and want results.
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Why Liverpool?
Liverpool is a city reborn. With approximately £6 billion of major investment
since 2000, Liverpool’s economy has grown faster than that of the UK. Not only is
it the UK’s fifth most popular tourist destination internationally, the city has
established itself as a global brand recognised the world over. Lode / Green
Minister for Trade stated “Coming two years after the Olympics will help get the
message out that Britain is open for business continues to be heard across the
globe”
Why is IFB important to Liverpool and the Liverpool City Region?
Liverpool City region is a driving force in the UK’s economic growth and a
strategic sea and air gateway to Europe. As a commercial trading centre it serves
international, national and regional markets, investors and visitors, notably in
Ireland, mainland Europe, and North America. Considerable support for the
Festival is being provided by the Liverpool City Region Local Enterprise
Partnership (LEP) and local authorities: Halton, Knowsley, Liverpool, Sefton, St
Helens and Wirral.
IFB 2014 is the latest chapter in Liverpool’s story – from Capital of Culture to
Capital of Commerce and is more evidence that we are an ambitious city that is
open for business, actively seeking investment, selling the opportunities that are
here with one goal in mind - to secure the prosperity and wealth for the city to
thrive for future generations.
In recent years much work has been done to restore Liverpool’s place as an
outward-looking international city and this will be an ideal opportunity to cement
that work and ambition.
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We believe IFB 2014 can be a major platform for local businesses to develop new
partnerships. The festival is going to deliver huge benefits to Liverpool in the
short-term but, perhaps more importantly, can help local firms extend their
international marketplaces or take their first steps overseas.
It will also shine a light on Liverpool and the city region’s business excellence as
well as showcasing the city as a great place in which to live, work study, invest
and visit. While IFB 2014 is a national festival, Liverpool will also reap the benefits
from being the host city in terms of visitor spend, reputation and image.
It will be an inspiring festival that will show off the city’s ambition, its excellence,
its vibrancy, as well as its beauty and heritage.
The Festival will accelerate economic growth throughout the whole of the UK,
through increased foreign direct investment and outbound trade and exports,
underlining the breadth and quality of the UK’s business offer to the world.
How can you play your part in ensuring that IFB is a major success for Liverpool
City Region in our organisation and personally? You can play your role in
ensuring the success of IFB by
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Providing outstanding customer service at all times.
Being an exceptional ambassador for The City Region
Understanding the importance of IFB to the UK and Liverpool City Region
Knowing where to sign post IFB Business Delegates
Being friendly and polite at all times
Being proud of The Liverpool City Region
Respecting cultural differences
Enjoying your role
Knowing where the IFB Hub is located
Being aware of the cultural offer and programme of world class events
during IFB and in the future
 Continually and consistently aiming to exceed all customer expectations
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Top
Ten
The Top Ten Unmissable Events for 2014
1.
The Crabbie’s Grand National, Aintree Racecourse, 3rd–5th April
http://www.aintree.co.uk/pages/grand-national/
2.
Liverpool Rock ‘n’Roll Marathon and Half Marathon, 25th May
http://uk.competitor.com/liverpool
3.
International Festival for Business 5th June–21st July
http://www.ifb2014.com/
4.
Mondrian and his Studios: Abstraction into the World, Tate Liverpool,
6th June–21st September http://www.tate.org.uk/visit/tate-liverpool
5.
Mersey River Festival including Music on the Waterfront, 13th –16th June
6.
Africa Oye, Sefton Park, 21st –22nd June http://www.africaoye.com/
7.
Liverpool Biennial, 5th July–26th October http://www.biennial.com/
8.
The Open Golf Championship, Royal Liverpool Golf Club, Hoylake,
17th –20th July http://www.theopen.com/
9.
The Giants Return: 100yrs since outbreak of WW1 - street theatre event,
23rd –27th July http://www.giantspectacular.com/
10. Liverpool International Music Festival, 15th –30th August
http://www.limfestival.com/
For more information on the many diverse, unique and outstanding events being
held in 2014, sign up for a monthly e-newsletter at
http://www.visitliverpool.com/information/get-our-newsletter
Or, go to http://www.visitliverpool.com/whats-on
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Links
Useful Links to gain more information and updates
http://www.visitliverpool.com/
http://www.visitliverpool.biz/
Websites for businesses involved in City Region Tourism
http://www.liverpool.gov.uk/
http://www.ifb2014.com/
http://www.liverpoolworldheritage.com/
http://www.itsliverpool.com/
http://www.liverpoolvision.co.uk/
http://www.merseytravel.gov.uk/
http://www.liverpoolairport.com/
Info
http://www.liverpool-one.com/
http://www.liverpoolmuseums.org.uk/
For regular updates follow Twitter: @VisitLiverpool
For further information, brochures, leaflets etc., call 0151 233 2008 or visit
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 Albert Dock Visitor Information Centre, Anchor Courtyard Albert Dock
Liverpool L3 4BS
 Liverpool John Lennon Airport, Arrivals Hall, Liverpool L24 1YD T: 0151 907
1057