Tourism is one of our most important and vibrant sectors. Growing the visitor economy is one of our primary aims. We have realised, however, that this is more than simply building attractions, hotels and resorts, important as they are; it’s about creating “attractive places”.  This means making places attractive for local people to spend time as well as providing places that are appealing for visitors. One leads to the other. Put simply, good places to live are good places to visit.

The Strategy for Tourism in England’s Northwest reflects this thinking. It places emphasis on developing the visitor economy, rather than a narrower focus on tourism. Place shaping involves the challenging task of creating successful destinations from diverse ingredients.

England’s Northwest has made tremendous progress on this agenda. In both our urban and rural areas, we have seen huge improvements in the public realm, attractions, festivals and events as well as the quality and variety of visitor accommodation.  There is a genuine buzz about them.  In the course of a decade, Manchester and Liverpool have leapt from off-the-radar to becoming two of the most successful city destinations in Europe.   There is a great deal to be proud of, but still much to do to create destinations that are the envy of the world.  

The Tourism Team at the NWDA have developed tools to assist all those in the region with an interest in place shaping.

At a conference in Liverpool in October 2009 NWDA launched an advocay document called "Creating Great Destinations in England's Northwest." The main purpose of the document is to demonstrate the importance of place management in creating a successful visitor economy for destinations. Also launched at the conference were a "Place Shaping in Towns and Cities Guide" and a "Destination checklist" produced in association with David Geddes of Locum Consulting.

 Download Creating Great Destinations here

Download the Place Shaping in Towns and Cities Guide here:

Download the Place Shaping in Towns and Cities Destination Checklist here: