Strawberry Field, The Salvation Army’s iconic Liverpool visitor attraction on the site immortalised by John Lennon, has been awarded Quality Assessed accreditation in the prestigious VisitEngland Visitor Attraction Quality Scheme (VAQS), achieving a 91% overall score in its first assessment.
The accolade recognises excellence across the full visitor experience, including welcome, cleanliness, interpretation, accessibility, customer service, retail and catering. The result places Strawberry Field among the top-performing attractions nationwide.
The exhibition and gardens draw visitors from around the world, offering a rare combination of immersive Beatles history and a working social justice mission. Income from the attraction supports The Salvation Army’s Steps to Work programme, which helps young adults with barriers to employment gain the skills and support they need to enter the world of work.
The VisitEngland assessor said:
“Strawberry Field offers a thoughtful and engaging visitor experience that blends Beatles history with a meaningful social purpose. Overall, it delivers a memorable, meaningful, and well-rounded experience that resonates with visitors of all ages.”
The assessor highlighted the site’s exceptional presentation standards, from the carefully maintained gardens to the modern, sensitively delivered exhibition exploring John Lennon’s childhood connection to Strawberry Field. The report praised the clarity and accessibility of interpretation, the warm and knowledgeable staff, and the quality of the café and retail offer.
Strawberry Field’s combination of heritage storytelling and its social purpose through the Steps to Work programme was noted as a distinctive strength that sets it apart from other attractions.
Major Michelle Lovegrove-Huggins, Mission Director at Strawberry Field, said:
“We are thrilled to receive this accreditation from VisitEngland, especially with such an outstanding score. It reflects the dedication of our team, who work every day to ensure that Strawberry Field is a place of welcome, reflection and meaningful engagement. Our goal has always been to honour The Salvation Army and John Lennon’s legacies while changing lives through our Steps to Work programme, and this recognition affirms that we are achieving both with integrity and impact. We look forward to continuing to offer a truly special experience to every visitor who comes through our gates.”
Strawberry Field has also qualified for consideration in the VisitEngland Visitor Attraction Accolades for ‘Welcome’ and ‘Best Told Story’. These national accolades recognise outstanding performance in specific areas of the visitor experience and will be judged in 2026.
VAQS is one of the most trusted marks of excellence in the UK tourism sector, carried by attractions that deliver consistently high standards and memorable experiences for visitors. Strawberry Field will display the VisitEngland Quality Assessed Visitor Attraction accreditation across its visitor touchpoints, including the site entrance, printed materials and all digital channels, to help visitors easily identify that the attraction has met nationally recognised standards for excellence and service.
For more information about Strawberry Field, visit the website.
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