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Liverpool’s visitor economy experienced substantial growth in 2025, increasing by 11.3% to reach a value of £4.87 billion. According to new data from the independent STEAM (Scarborough Tourism Economic Activity Monitor) tourism research, the city welcomed 36.34 million visitors, a rise of 12.3%. This visitor total included 3.3 million overnight tourists. Employment within the tourism sector also expanded by 6.1%, now supporting 40,329 jobs.
Expanding beyond Liverpool itself, the wider Liverpool City Region recorded its visitor economy hitting a record £6.834 billion. Visitor numbers rose by 7.8% to over 61.5 million, with tourism sustaining a workforce of 57,591 people. This growth is reflected in a 9.3% increase in visitor spending, the highest ever recorded in the region. Day visits accounted for a major portion of this rise, reaching 55.55 million, up 8.7%.
Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, commented on the positive trajectory: “These figures show the continued growth of Liverpool’s visitor economy and its contribution to the wider Liverpool City Region sector. With major events such as Liverpool Biennial and the Tour de France Grand Départ, and the transformation of attractions including Tate Liverpool, will provide further opportunities to strengthen the visitor economy and encourage visitors to return. And we will be marking the 20th anniversary of European Capital of Culture in style with the arrival of Cunard’s Four Queens on the River Mersey in May, the UEFA Euro 2028 matches in June, alongside other yet-to-be-announced major events which will excite residents and visitors alike. The proposed Overnight Visitor Levy will help double down on this growth.” Liverpool itself boasts key attractions such as the Royal Albert Dock, Liverpool ONE, ACC Liverpool, M&S Bank Arena, National Museums Liverpool, Liverpool FC, Everton FC, The Beatles Story, and the British Music Experience, complemented by a busy calendar of cultural, sporting, and business events year-round.
The impressive visitor figures mark a notable improvement from 2024, when Liverpool City Region’s visitor economy showed resilience despite national challenges. The latest statistics demonstrate that the sector’s strategic development and collaborative efforts between public and private sectors are producing tangible results, with increased confidence in Liverpool as a destination attracting millions domestically and internationally. Investment in the visitor economy and the development of diverse experiences across the region—from waterfronts and cultural landmarks to green spaces and family attractions—have contributed to the sector’s sustained growth. While day visitors have driven much of the increases in numbers, overnight tourism continues to play an important role in the economy, highlighting Liverpool City Region’s appeal as a high-quality destination offering both volume and economic value.
Natalie Wyatt, Managing Director of Liverpool City Region Destination Partnership, added: “These results are a fantastic endorsement of Liverpool City Region as one of the UK’s leading visitor destinations and demonstrate the enormous contribution tourism makes to our economy. Following the results of 2024, we deliberately adapted our marketing approach to drive more day visits, using data to understand our audiences to create more compelling, engaging campaigns designed to resonate with visitors. These results show the strategy is working, with strong growth in visitor numbers and a record economic impact. We know, however, the next opportunity is to convert more of that demand into overnight stays. We will be working closely with the Accommodation Business Improvement District (ABID) and partners across the visitor economy to further develop our approach and deliver activity that encourages more people to stay longer and explore more of what Liverpool City Region has to offer. This is about building on the strong foundations we have created, continuing to invest intelligently in marketing and using insight and data to ensure our campaigns deliver. By working collaboratively, we can grow the value of tourism and ensure its benefits are felt by businesses and communities right across the city region.”
Tony Hall, Chair of Liverpool City Region Destination Partnership, emphasized the sector’s resilience: “These results demonstrate the resilience and agility of Liverpool City Region’s visitor economy and the strength of the foundations that have been built over many years. Tourism operates in a challenging and constantly changing environment, making growth of this scale a significant achievement. It is testament to the commitment of businesses, local authorities and destination partners across the city region, who have continued to invest, innovate and work together through changing economic conditions. Strong destinations are not created overnight; they are built through long-term investment and commitment. Our task now is to build on these strong foundations, remain agile and continue investing for the future. With a significant pipeline of developments and major events ahead, Liverpool City Region is well placed to strengthen its position as a leading UK destination and create even greater economic opportunities for businesses and communities across the region.”
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