Liverpool’s status as the UK’s most filmed city outside of London took centre stage last week, as the Liverpool Hospitality Association (LHA) welcomed 27 agents from 18 leading UK agencies for its sixth annual familiarisation trip.
With representatives from major firms including The Fresh Group, Travel Counsellors, and Interopa, the two-day programme combined business and creativity against a film-inspired backdrop.
Each venue brought a cinematic twist to the experience, reinforcing the city’s unique ability to blend world-class infrastructure with cultural storytelling.
This year marked a strategic shift to a midweek, business-focused format.
The “production” began with a progressive dine-around experience, starting with Red Carpet Martini cocktails at The Liner Hotel.
Agents then moved to Radisson RED for a main course served by staff in film costumes, followed by a dessert at Hard Days Night Hotel that featured a real-life movie scene and live music.
Simon Bracewell of HelmsBriscoe said:
“Liverpool doesn’t do anything by halves, and this fam trip was a brilliant reminder of just how diverse, creative and genuinely fun the destination is for events.
“The collaboration across the city really stands out, and the breadth of venues on offer is seriously impressive.”
One City One Team Philosophy Drives Local Success
At the heart of the event was the LHA’s defining message: “One City, One Team.”
Worn on signature purple hoodies during a networking session at INNSiDE Liverpool’s 360 Sky Bar, the phrase reflects a unique culture where sales teams across the city refer business to one another to ensure opportunities remain within Liverpool. Gabrielle Chesterman of BCD Meetings & Events added:
“I was delighted to be hosted by the Liverpool Hospitality Association for a fantastic few days of networking across some of the city’s best venues.
“The trip perfectly showcased Liverpool’s flexible M&E and group offering, alongside brilliant experiences from dining to an immersive treasure hunt.
“I left feeling genuinely wowed by what the city has to offer and excited to build on the connections made.”
The second day featured a city-wide treasure hunt designed by Puzzleduck, where winning teams were presented with Oscar-style trophies at the Municipal Hotel & Spa.
The itinerary introduced agents to a massive portfolio of destinations, including ACC Liverpool, Spaces at The Spine, and Liverpool Football Club, alongside various accommodation options from Citadines to the Halyard Hotel.
Strategic Collaboration Securing the City’s Economic Future
The trip concluded with an afterparty at Dicey Reilly’s, providing a finale to an event that has consistently delivered tangible growth in business enquiries.
Leigh Bacon of We Are MEaT, visiting for the first time, commented:
“This was my first visit to Liverpool and it certainly won’t be my last.
“The city has such a vibrant, welcoming energy, and the fam trip was a fantastic showcase of its venues and experiences.
“From the innovative dine-around concept to the seamless organisation, everything was thoughtfully delivered.
“I’ve come away with a real understanding of what Liverpool can offer and would love to bring business here in the future.”
Sara Mullins, Director of Sales at Novotel Liverpool Paddington Village, summarised the collective spirit that makes the city a formidable destination:
“This year’s film theme brought a real sense of creativity and energy to the event, but the underlying message remained the same, collaboration.
“One City, One Team isn’t just a strapline; it’s how we operate.
“We collaborate, we support each other, and ultimately, we work together to bring business into Liverpool.
“The feedback has been fantastic, and agents have seen not just the venues, but the passion and partnership that make Liverpool such a strong destination for events.”
