Visitor numbers rise 7.8% in Liverpool city region in 2025 with tourism and the visitor economy now worth almost £7bn a year. Tony McDonough reports
Tourism in Liverpool city region was worth £6.8bn in 2025 as visitor numbers hit 61.5m – 7.8% higher than the previous year.
Latest figures from the latest independent STEAM (Scarborough Tourism Economic Activity Monitor), the main recognised visitor economy measure in the UK, also showed a 8.7% rise in day visitors to 55.55m with visitor spending up 9.3% to record levels.
Tourism now supports 57,591 jobs across the city region, underlining the sector’s importance as one of the region’s largest employers and a major driver of economic growth.
This marks a significant turnaround from 2024, when Liverpool city region’s visitor economy remained resilient despite challenging national conditions. Although Liverpool remains a major driver there were rises across the city region.
While day visitors accounted for much of the increase in overall visitor numbers, overnight tourism remained a significant contributor to the regional economy. Liverpool city centre’s £2-a-night levy, administered by the Accommodation BID, does not appear to have impacted visitor numbers.
It is likely from the beginning of 2028, a new overnight levy administered by the Liverpool City Region Combined Authority is likely to replace the current version.
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.
Tony Hall, chair of Liverpool City Region Destination Partnership, added: “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.”
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Figures for 2026 are likely to have been boosted by golf’s Open Championship being staged at Royal Birkdale in July. This attracted 300,000 people and figures already show a boost to Liverpool city centre’s hotel sector.
Looking ahead to 2027 there will be continued investment in visitor infrastructure, new visitor experiences such as the Cavern Club’s 70th anniversary, major events such as Liverpool Biennial and the Tour de France Grand Départ.