The Liverpool City Region visitor economy surged to a record £6.834 billion in 2025, with visitor spending rising 9.3% and visitor numbers increasing 7.8% to more than 61.5 million, according to www.liverpoolcityregion-ca.gov.uk. Tourism supports 57,591 jobs across the region, making it a vital economic contributor.
After adapting marketing strategies in 2024 to focus on day visits through data-driven campaigns, day trips climbed 8.7% to 55.55 million visits in 2025. Despite this emphasis on day tourism, overnight stays continue to make a significant impact on the economy, highlighting the city region’s appeal as both a volume and value destination.
Growth in
the visitor economy is underpinned by sustained investment in infrastructure and experiences, complemented by collaboration between public and private sectors. The diverse visitor offer spans waterfronts, iconic cultural venues, heritage sites, green spaces, and family attractions across the Liverpool City Region’s local authorities.
A new express bus service now connects over 25,000 residents to Liverpool John Lennon Airport, improving transport links and access to the region. The Accommodation Business Improvement District (ABID) is working to convert day visitors into overnight guests in partnership with local authorities and tourism stakeholders.
The Liverpool City Region Destination Partnership’s leadership emphasized the agility and
resilience of the tourism sector amid challenging economic conditions. The partnership credits long-term investment and strategic marketing for the recent growth. Future priorities include increasing overnight stays and further leveraging data insights to refine promotional efforts.
Upcoming Major Events Strengthen Tourism Pipeline
Key events in 2027, such as the Cavern Club’s 70th anniversary, Liverpool Biennial, and the Tour de France Grand Départ, are expected to boost visitor numbers and tourism revenue further. The region’s visitor infrastructure will also benefit from the transformation of Tate Liverpool and other attractions.
In 2028, the arrival of Cunard’s Four Queens on the River Mersey in May and UEFA Euro 2028
matches in June are set to bring additional visitors. These scheduled events, combined with sustained investment, position Liverpool City Region to strengthen its standing as a premier UK destination and to create greater economic opportunities across the area.
