Visit Southport has the recipe for success, thanks to a new travel trade initiative which is attracting more groups to the town.
Launched at the British Tourism & Travel Show in March, the ‘Southport Pick ‘n’ Mix’ initiative was developed with coach tourism consultancy Stuart Render Tourism.
It offers a range of ideas for four-night group travel itineraries which combine the town’s attractions with visits to sights in the surrounding area.
Steve Christian, destination development manager with Visit Southport, said: “In 2017, Southport went through a re-branding exercise, introducing a new strapline ‘Different Every Time’.
“When we were looking for ideas for a trade campaign to support the new branding, we came up with ‘Southport Pick ‘n’ Mix’.
“We launched it at the British Tourism & Travel Show where, I’m delighted to say, it seems to have captured the attention of GTOs and coach tour operators in a way we haven’t seen for many years.
“The level of interest has far exceeded our expectations. Supported by our trade media advertising and PR activity, the flow of enquiries coming into our trade team is around 15% up year-on-year.
“What we’re hearing is that while most GTOs and coach operators know about Southport, they hadn’t really given much thought about coming to visit.
“They’re telling us that not only does the ‘Pick ‘n’ Mix product stand out, but it also makes it so much easier to understand what the group offer is.”
The ‘Southport ‘Pick ‘n’ Mix’ attractions and destinations include WWT Martin Mere Wetland Centre near Ormskirk; the National Trust’s Formby Beach; Samlesbury Hall near Preston; The World of Glass in St Helens; Ena Mill and The Courtyard, Tarleton; and a full day out in Liverpool.
‘Southport Pick ‘n’ Mix’ follows the introduction of the ‘Southport Welcome’, an initiative launched in 2016 about the seaside destination’s coach-friendly credentials.
Pictured is Southport Air Show (July 6-8).