Liverpool City Council has adopted a new Visitor Economy Strategy for 2026 to 2031, outlining plans to attract more visitors, support local businesses and strengthen the city’s position as a destination within Western Sydney.
The strategy comes as Liverpool prepares for major changes across the region, including the opening of Western Sydney International Airport, continued development of the Liverpool Innovation Precinct and the emergence of Bradfield City.
Liverpool Mayor Ned Mannoun said the changes presented an opportunity for the city to increase visitation and create greater economic activity.
“Liverpool is on the cusp of extraordinary opportunity, with Western Sydney International Airport, the Liverpool Innovation Precinct and the emergence of Bradfield City transforming our region,” Mannoun said.
“This Strategy ensures we are ready to capture that opportunity by bringing more visitors to our city, supporting local businesses and creating jobs for our community.”
The strategy sets out a coordinated approach covering destination marketing, public spaces, the evening economy, heritage and culture, investment and collaboration with the visitor industry.
Council says the visitor economy can contribute to local businesses as visitors spend money across cafes, restaurants, shops and hotels.
Mannoun said attracting visitors was being treated as part of the council’s wider economic development plans.
“When people visit Liverpool, they spend in our cafes, restaurants, shops and hotels. That supports local jobs and helps create a more vibrant and liveable city for everyone,” he said.
The strategy has six key pillars: destination marketing; vibrant and activated places; a stronger evening economy; heritage and culture; enabling investment; and industry collaboration.
Community feedback was also used in developing the strategy. According to the council, residents and stakeholders called for more events and activity across the city, alongside improvements to public spaces.
“We heard clearly from our community and stakeholders, people want to see more events, more activation and a stronger identity for Liverpool, but they also want the basics done right,” Mannoun said.
“That means cleaner, safer and more accessible public spaces, and that is exactly what this Strategy prioritises.”
The strategy is linked to the council’s longer-term planning framework, including Liverpool 2050 and the Community Strategic Plan. Council says this is intended to ensure visitor economy planning is considered alongside broader growth and infrastructure priorities.
The focus now moves to implementation, with the council describing the strategy as action-focused and designed to identify early priorities.
“This is a practical, action-focused Strategy with clear priorities and early wins to build momentum,” Mannoun said.
“We are committed to working with local businesses, industry and the community to bring this vision to life and grow Liverpool as a destination to visit, invest, work and live.”
The Visitor Economy Strategy 2026 to 2031 is now in effect.
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