Merseyside is to be given the opportunity to show off its conferencing credentials as it plays host to tourism officials from across the country for a special two-day event this week.
The Tourism Society's annual conference will see more than 100 delegates join together to discuss the best ways of capitalising on emerging tourist markets.
While much of the conference will be based at St Helen's World of Glass, guests will also be taken to a number of the region's leading conference and exhibition venues so as to take on board the lessons learned through the transformations which have taken place over the past few years and culminated in Liverpool being named as the European Capital of Culture 2008.
For example, officials will visit the ECHO arena, which is well on its way to establishing itself as one of the UK's leading convention and concert venues as well as Haydock Park, which as well as being a world-famous racing track also welcomes thousands of conference delegates every year.
Among the guests due to speak over the two days are Geoffrey Lipman, the United Nations World Tourism Organisation assistant secretary general and Visit Britain's tourism trends manager David Edwards.
St Helens will also host the 2008 Alliance Annual Conference, with the urban regeneration event to take place at the Park Inn in mid-September.