Sara Wilde McKeown, the newly installed chair of Liverpool’s Visitor Economy Board has outlined the future direction and development of tourism and destination marketing across the city region.

The Visitor Economy Board was formed to replace the Visitor Economy Committee and it acts as Liverpool City Region’s official tourist board.

“This board not only has a strong private sector base but displays a wide diversity and depth of experience,” she said.

“The sector delivers significant economic value to the city region with strong growth prospects. Key to achieving this will be our ability to work collectively across all parts of this varied and dynamic sector, which will allow us to improve our visitor offer and strengthen the reach and impact of our destination marketing.”

Wilde Mckeown is the managing director of Paver Smith and former commercial managing  director of Trinity Mirror Regionals.

The tourism sector is worth £3.4bn to the local economy, attracting 56m visitors and supporting 46k jobs.