Liverpool City Region’s tourism sector is once again set to take centre stage as entries open on 30 June 2026 for the Liverpool City Region Tourism Awards 2026/27, a flagship celebration of the people, places and experiences that make the region a world-class visitor destination.
Building on last year’s success, which saw category winner The Beatles Story go on to achieve national recognition at the prestigious VisitEngland Awards for Excellence, this year’s programme will spotlight even more outstanding businesses with the potential to shine on the national stage.
The awards ceremony will take place at Liverpool Cathedral on 4 February 2027, bringing together the very best of the region’s tourism and hospitality sector.
With 20 categories, the awards recognise excellence across the full visitor economy, from accommodation and attractions to food and drink, events and experiences. Categories include Large Hotel of the Year, Pub of the Year, Experience of the Year and the prestigious Regenerative Tourism category.
Returning categories include the Accessible and Inclusive Tourism Award and the International Tourism Award, both of which have previously seen Liverpool City Region winners go on to achieve Gold at the national VisitEngland Awards for Excellence.
The Independent Tourism Business Award also returns, celebrating the creativity and individuality that define the Liverpool City Region’s distinctive offer.
Meanwhile, the public will once again play a role through the Event or Festival of the Year category, recognising everything from major city-wide celebrations to grassroots community events.
The judging process, excluding the public vote category, is conducted in two stages by an independent panel of industry experts, ensuring a fair and robust assessment.
Tourism remains a vital driver of the Liverpool City Region economy, welcoming over 60 million visitors each year and generating more than £6 billion.
Sponsorship opportunities are still available offering organisations the chance to build brand awareness, connect with senior decision-makers, and align with a sector that contributes over £6 billion annually to the Liverpool City Region economy.
Encouraging Inclusivity and Partner Sponsorships
Natalie Wyatt, Managing Director of the Liverpool City Region Destination Partnership, said:
“Liverpool City Region continues to raise the bar for tourism, and the success of The Beatles Story which went on to the national finals following their win here in Liverpool City Region shows just how strong our offer is.
“These awards are about celebrating excellence and shining a spotlight on the incredible businesses and individuals behind it.
“As we launch this year’s awards, we’re encouraging businesses of all sizes, including new entrants and those from diverse backgrounds, to put themselves forward.
“We also invite organisations to partner with us as where sponsorship provides a powerful platform to champion sustainability while engaging directly with the sector.”
Headline Support for the Vital Visitor Economy
Bill Addy, Chief Executive of Liverpool Business Improvement District and Headline Sponsor of the Tourism Awards said:
“Liverpool Business Improvement District is delighted to continue as headline sponsor of the Liverpool City Region Tourism Awards for a sixth consecutive year.
“These awards have become one of the highlights of the visitor economy calendar, recognising the exceptional businesses and individuals whose passion, creativity and commitment help make our city region one of the most exciting destinations in the UK.
“Tourism and hospitality are fundamental to Liverpool’s success, driving investment, supporting thousands of jobs and creating the experiences that people remember long after they have returned home.
“From world-class attractions and hotels to independent businesses, restaurants and events, the sector continues to evolve and strengthen Liverpool’s reputation on the national and international stage.
“Through the work of Liverpool Accommodation BID, we are proud to invest in and support the visitor economy, helping strengthen a sector that brings significant economic and cultural benefits to the city region.
“Together, we look forward to celebrating another year of excellence and recognising the people and organisations whose dedication ensures Liverpool City Region continues to offer a world-class welcome.”
