THE leader of Liverpool City Council last night laid out his plans for transforming the city's "immature" tourist industry.
Cllr Mike Storey outlined the crucial areas where Liverpool needs to improve before Capital of Culture year 2008.
His plans follows a broadside by council chief executive Sir David Henshaw who told delegates at a marketing conference that Liverpool was still at times the "most mind-bogglingly awful and whingeing place".
Sir David controversially branded Liverpool an "ordinary city" and said the city's tourist industry was "immature" and needs to grow up.
Last night Cllr Mike Storey said the following areas that need to improve:
* The standard of the city's restaurants.
* Theatres, music venues and other attractions need to establish one central ticketing office.
* Museums, hotels, theatres and galleries need to promote each other instead of just themselves.
* Businesses and tourist attractions need to improve customer service
* Tourist attractions need to improve foreign language signage and displays
Cllr Storey said: "What Sir David and I are saying is 'let's not forget all the good work we have done, but let's also raise the bar'.
"If I go into a hotel in Wirral or Chester I do not see leaflets about Liverpool.
"If I want to get a ticket for a concert at the Phil, a play at the Everyman and a Duck Tour, I have to go to three box offices. Why is there not one central box office?
"Why do organisations jealously guard their booking lines?
"I do not think our restaurants on offer are good enough. They have improved, but this is still not good enough.
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