Families looking for an unforgettable summer escape without the hefty price tag are being invited to discover the Liverpool City Region as part of a new Summer Starts Here campaign.

Launching at the beginning of July 2026, the campaign, led by the Liverpool City Region Destination Partnership, celebrates everything that makes the Liverpool City Region one of the UK’s high-value destinations for families.

From the iconic waterfront and world-famous music heritage to award-winning museums, beautiful beaches, wildlife-rich coastlines, exciting family attractions, green spaces and a thriving food scene, the campaign showcases how visitors can enjoy an unforgettable break while making their holiday budget go further.

Timed to coincide with the Government’s new summer support package, families will be able to make their money go even further thanks to a temporary reduction in VAT on eligible family attractions and children’s meals between 25 June and 1 September, alongside free bus travel for children aged 5 to 15 throughout August.

Already recognised as one of the UK’s most affordable places to enjoy a short break, the Liverpool City Region offers families the chance to experience more without stretching the household budget.

Home to more free museums and galleries than any UK city outside London, the region combines internationally renowned attractions with miles of coastline, nature reserves, independent neighbourhoods, family-friendly restaurants and year-round events, making it easy to enjoy a memorable holiday for less.

Whether it’s exploring the historic waterfront, meeting animals at local attractions, discovering hands-on museums, spending the day on the beach, walking through beautiful parks, enjoying the region’s famous musical heritage or sharing a meal together after a day of adventure, families will find something to suit every age and every budget.

The Summer Starts Here campaign is being delivered in partnership with businesses from across the Liverpool City Region’s visitor economy, bringing together attractions, restaurants and leisure experiences to showcase the region as one of the UK’s most exciting and affordable family destinations.

Running throughout the school holidays, Summer Starts Here will inspire families to discover more for less across Halton, Knowsley, Liverpool, Sefton, St Helens and Wirral.

Through inspiring itineraries, family-friendly offers and seasonal experiences, the campaign will encourage visitors to explore more of the city region and discover why some of the UK’s top family adventures begin right here.

More details on how to plan a visit can be found here.

Quality and Affordability Combined Across the Region

Natalie Wyatt, Managing Director of the Liverpool City Region Destination Partnership, said: 

“Families want holidays that create lasting memories, but we know many are also looking carefully at the cost of a break this year.

“The Liverpool City Region offers something truly special because visitors don’t have to choose between quality and affordability.

“From our iconic waterfront and world-class museums to our beautiful coastline, vibrant food scene and fantastic family attractions, there are so many opportunities to enjoy an incredible break that offers real value for money.

“Summer Starts Here is about inspiring families to discover everything our region has to offer.

“Combined with the Government’s summer savings, there’s never been a better time to visit, stay a little longer and make memories together.”

Interactive Dining and Immersive Entertainment Partnerships

Leading the campaign’s hospitality support is Smoke & Dough, Liverpool’s interactive dining experience where guests cook premium meats, seafood and vegetables together on smokeless grills built into each table.

As a hospitality partner, Smoke & Dough will help families enjoy memorable shared dining experiences throughout the summer while supporting promotional activity across the campaign.

Supporting the campaign are Gravity MAX Liverpool, the city’s flagship indoor entertainment destination featuring e-karting, immersive gaming, bowling, augmented reality experiences and family entertainment all under one roof, and The World of Glass in St Helens, one of the region’s leading free family attractions.

Visitors can experience live glassblowing demonstrations, discover the remarkable story of glassmaking through interactive exhibitions and enjoy hands-on activities that make it an ideal family day out during the school holidays.

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