Key Targets
By 2030
Greater Manchester
Strategy for the Visitor Economy
2025–2030
— Visit Manchester Well
The Greater Manchester Visitor Economy Strategy 2025-2030 provides the strategic framework for the tourism and visitor economy sector across Greater Manchester - Bolton, Bury, Manchester, Oldham, Rochdale, Salford, Stockport, Tameside, Trafford and Wigan.
By 2030 our visitor economy will be proudly recognised for its rich contribution to social and cultural life across Greater Manchester and its positive impact on our city region's diverse communities. It will continue to provide inspiration and a sense of belonging for residents, visitors, and businesses, whilst fuelling sustainable economic growth for all.
Manchester will be the most visited city region outside of London and a top 20 european destination
30% of all passengers using manchester airport will be of international origin
the economic impact of the visitor economy across greater manchester will increase to £15 billion
All employees in the visitor economy will be earning a minimum of the Real Living Wage
Manchester will be ranked as the most sustainable English city in the UK and in the top 50 in the world on the GDS Index
01
Strategic Aim #1
Creating a Sense of Place
Our visitor economy is a sector through which the very best of Greater Manchester’s values and personality can shine.
In raising its profile and awareness of all that our city-region has to offer - and by encouraging growth in a sustainable and inclusive way - our visitor economy will inspire and reinforce a deep sense of place and civic pride.
Strategic Aim #2
Attracting & Delivering Major Events
Greater Manchester is a place that truly flourishes when hosting spectators and audiences; when our distinctive welcome, passion, and expertise – combined with a casual sense of fun – results in an atmosphere unlike any other.
Our visitor economy thrives on this success and will support the city-region to do more of what it does best: put on spectacular events year-round.
03
Strategic Aim #3
Enhancing the Visitor Offer & Experience
Greater Manchester is home to an abundance of world-class experiences that inspire passion and fascination within our visitors.
As the city-region continues to grow, our visitor economy will continue to enhance its offer by developing innovative new products and experiences; adapting along the way to reflect changing audiences, emerging trends, and sustainable practices.
04
Strategic Aim #4
Providing Greater Connectivity
Connection enables our visitor economy, assisting visitors on their journey to Greater Manchester – from research to arrival – as well as shaping their overall experience on the ground.
Improvements will ensure that our visitor economy can be effortlessly explored and enjoyed by all.
Context
The 2023 GM Visitor Economy Evidence Report (Ekosgen) identifies a number of policy issues which set the context within which the sector operates.
WHAT OUR PARTNER RESEARCH TELLS US
Manchester’s strengths, challenges and drivers were identified through consultation with key partners
Our Principles
Our four principles for the successful delivery of the GM Visitor Strategy.
Collaboration
Collaboration is at the heart of our delivery to ensure a unified approach to developing, supporting and promoting the visitor economy and that our offer is welcoming, accessible and inclusive. Celebrate our friendliness and diverse culture and as a child-friendly destination.
Regenerative & Responsible
Our growth is sustainable and creates purposeful impacts for our communities to minimise environmental impact and create jobs within the sector.
Creative & Distinctive
Our approach in all that we do will be innovative, creative and aligned to our brand values.
Evidence-Based
Our decisions are evidence based ensuring the allocation of resources to areas that demonstrate the highest potential for growth and sustainable development.
our enablers
There are a number of enablers for Greater Manchester's Visitor Economy Strategy.