Liverpool’s visitor economy grew 11.3% in 2025 and is now worth £4.87 billion.
New figures released by the independent STEAM (Scarborough Tourism Economic Activity Monitor) tourism research shows there were 36.34 million visitors, up 12.3% – including 3.3 million overnight tourists. There was 6.1% of growth in employment in the sector, and it now supports 40,329 jobs.
The wider Liverpool City Region visitor economy rose to a record £6.834 billion, with visitor numbers up 7.8% to more than 61.5 million, with tourism supporting 57,591 jobs.
Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, said: “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 is home to the Royal Albert Dock, Liverpool ONE, Liverpool Experience Campus, National Museums Liverpool, Liverpool FC, Everton FC, The Beatles Story, British Music Experience and one of the UK’s busiest year-round programmes of cultural, sporting and business events.
The results mark a significant turnaround from 2024, when Liverpool City Region’s visitor economy remained resilient despite challenging national conditions. The latest figures demonstrate that the strategic approach to growing the visitor economy is delivering results, with renewed momentum and growing confidence in a destination that continues to attract millions of people from across the UK and around the world.
Importantly, the benefits of tourism were felt across the whole city region. From vibrant waterfronts and world-famous cultural attractions to award-winning coastline, green spaces, heritage sites and family attractions, Liverpool City Region continues to offer visitors an increasingly diverse range of experiences in its year-round offer.
The city region has also benefited from sustained investment in its visitor economy, strong collaboration between the public and private sectors, and dedicated support for the tourism offer across the city region’s local authorities, with an increasing focus on developing experiences that encourage visitors to stay longer and explore more of the destination.
While day visitors accounted for much of the increase in overall visitor numbers, overnight tourism remained a significant contributor to the regional economy, reinforcing Liverpool City Region’s position as a high-quality destination capable of attracting both volume and value.
Natalie Wyatt, Managing Director of Liverpool City Region Destination Partnership, said: “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, said: “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.”
