Liverpool City Region’s visitor economy reached a record £6.834 billion in 2025, with more than 61.5 million people visiting the region during the year.

The latest independent STEAM tourism research shows visitor spending increased by 9.3%, reaching its highest level on record, while overall visitor numbers climbed by 7.8%.

Day visits accounted for 55.55 million of the total, an increase of 8.7%.

Tourism also supported 57,591 jobs across Liverpool City Region in 2025, highlighting the sector’s importance to employment and the wider regional economy.

The figures represent the strongest annual growth for several years and follow a more challenging 2024, when the city region’s visitor economy remained relatively resilient despite pressures affecting tourism nationally.

Growth was recorded across the city region, with its mix of waterfront destinations, cultural attractions, coastline, green spaces, heritage sites and family attractions helping to draw visitors throughout the year.

Investment in the visitor economy and collaboration between local authorities and the private sector have also focused on encouraging people to stay for longer and explore more of Liverpool City Region.

Although day visitors accounted for much of the increase in overall numbers during 2025, overnight tourism continued to make a significant contribution to visitor spending.

Further growth is expected to be supported by a series of major events and attractions over the next two years.

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.”

Liverpool will host the finish of the second stage of the Tour de France on 3 July 2027, while the next Liverpool Biennial will take place from 5 June to 12 September 2027. The Cavern Club will also celebrate its 70th anniversary during the year.

Looking further ahead, all four Cunard Queens are due to gather on the River Mersey on 16 May 2028, while Liverpool will be one of the host cities for UEFA EURO 2028, with matches taking place at Everton Stadium.

The STEAM – Scarborough Tourism Economic Activity Monitor – model is used across the UK to assess the economic impact of tourism.

Produced independently by Global Tourism Solutions (UK) Ltd, the research uses data including accommodation occupancy, visitor surveys, transport information and tourism business intelligence to estimate visitor numbers, spending and employment.

Visitor Economy at a Glance – 2025

Liverpool City Region

• Visitor economy: £6.834 billion (+9.3%)
• Total visitors: 61.54 million (+7.8%)
• Day visitors: 55.55 million (+8.7%)
• Staying visitors: 6.0 million (+0.4%)
• Tourism employment: 57,591 jobs (+4.2%)

Borough Highlights

Liverpool

• Visitor economy worth £4.87 billion, up 11.3%
• 36.34 million visitors (+12.3%)
• 33.04 million day visitors (+13.7%; compared with -6.5% in 2024)
• 3.30 million staying visitors (0.0%; compared with +0.5% in 2024)
• 40,329 jobs supported (+6.1%; compared with -5.4% in 2024)
• Home to the Royal Albert Dock, Liverpool ONE, ACC Liverpool, M&S Bank Arena, 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.

Sefton

• Visitor economy worth £716.9 million (+5.0%; compared with -2.2% growth in 2024)
• 7.79 million visitors (+3.1%; compared with -4.8% in 2024)
• 7.03 million day visitors (+3.3%; compared with -4.6% in 2024)
• 0.76 million staying visitors (+1.1%; compared with -6.7% in 2024)
• 6,160 jobs supported (-0.3%; compared with -7.5% in 2024)
• Home to Southport, Formby, Crosby Beach and Antony Gormley’s Another Place, Aintree Racecourse, Royal Birkdale Golf Club, internationally important nature reserves and one of England’s finest stretches of coastline.

Wirral

• £547.5 million visitor economy (+2.0%; compared with -0.4% growth in 2024)
• 7.73 million visitors (-1.1%; compared with -5.0% in 2024)
• 6.91 million day visitors (-1.2%; compared with -5.5% in 2024)
• 0.81 million staying visitors (-0.2%; compared with -0.7% in 2024)
• 4,825 jobs supported (-3.0%; compared with -6.1% in 2024)
• Home to Port Sunlight, Lady Lever Art Gallery, Birkenhead Park, New Brighton, Wirral Country Park and more than 25 miles of coastline, alongside a growing reputation for outdoor recreation, food and drink.

Halton

• £225.4 million visitor economy (+4.9%; compared with +3.0% growth in 2024)
• 3.08 million visitors (+2.4%; compared with -1.9% in 2024)
• 2.74 million day visitors (+2.4%; compared with -2.1% in 2024)
• 0.34 million staying visitors (+2.0%; compared with -0.4% in 2024)
• 2,165 jobs supported (+4.7%; compared with +2.6% in 2024)
• Home to Norton Priory Museum & Gardens, Catalyst Science Discovery Centre, Spike Island, the Mersey Gateway and the Bridgewater Canal, combining industrial heritage with outdoor recreation.

Knowsley

• Home to Knowsley Safari, Shakespeare North Playhouse, Court Hey Park and a growing programme of cultural activity, family attractions and green spaces.

St Helens

• Home to The World of Glass, Haydock Park Racecourse and Sankey Valley Country Park, with a growing profile for heritage, innovation and major events.

For more information on visiting Liverpool City Region, click here.

READ MORE: River of Light to return with expanded Liverpool city centre trail