Liverpool Mayor Ned Mannoun has delivered a strong endorsement of a bold new direction for the city, declaring culture, events and festivals are no longer optional extras – they are central to Liverpool’s character and offering.
“Culture is not a side conversation in Liverpool – it is who we are,” Mayor Mannoun said.
“We are one of the most diverse communities in the country, and our events program reflects that. It brings people together, builds pride and delivers real economic outcomes.”
Mayor Mannoun pointed to the overwhelming success of Council’s Experience the World festival series as proof that Liverpool’s approach is working.
“This program has attracted hundreds of thousands of people, injected around $25 million into our economy each year and earned major state recognition, including the Premier’s Business Excellence Medal,” he said.
“That’s not just a good event program – that’s a serious economic and social driver.”
“With 88 per cent of our residents telling us events are important or very important to community life, the message is clear – our community values this, and they want more of it.”
Mayor Mannoun said Liverpool is now ready to take the next step.
“We’re not standing still. We’re building a city of cultural confidence,” he said.
“This Strategy is about making sure our cultural success isn’t a one-off: it’s planned, sustainable and growing.”
The Draft Culture, Events and Festivals Strategy 2026–2036 is online and feedback is welcomed. It can be read here BACKGROUNDER
How the Culture, Events and Festivals Strategy 2026–2036 will work
The Draft Culture, Events and Festivals Strategy 2026–2036 provides a comprehensive, 10-year roadmap for how Liverpool will deliver, grow and sustain its cultural program across the entire local government area.
The Strategy consolidates Council’s previous cultural and activation frameworks into a single, unified plan aligned with the Community Strategic Plan 2025–2035 and informed by extensive community and stakeholder consultation, including more than 360 surveys and engagement with cultural, government and industry partners.
At its core, the Strategy ensures the continuation of the highly successful Experience the World festival series, while introducing a more flexible and sustainable delivery model that allows events to be adapted, expanded and delivered across different locations.
This approach enables Council to respond to community feedback, operational needs and financial realities, while maintaining the strong brand identity and community connection that has made the program so successful.
The Strategy is built around four key pillars: strengthening Liverpool’s intercultural identity, activating places across the city, fostering collaboration and shared ownership, and ensuring all programs are inclusive, accessible and sustainable.
It places a strong emphasis on partnerships, creating opportunities for community organisations, cultural groups and local businesses to co-deliver events and share ownership of Liverpool’s cultural program over time.
The Strategy also embeds accessibility, inclusion, cultural safety and environmental responsibility as core standards, while linking cultural programming directly to economic outcomes by supporting local businesses, tourism and the broader visitor economy.
Implementation will be delivered through Council’s Delivery Program and annual Operational Plans, with progress reported each year, ensuring accountability and continuous improvement.
Through this Strategy, Liverpool is positioning itself as a leading destination for cultural experiences, investment and community connection over the next decade.
