The Beatles Story has achieved the highest possible accolade from Green Tourism after being awarded GOLD for its commitment to sustainability.
The popular attraction, located at Liverpool’s historic Royal Albert Dock, secured an impressive score of 85% following its third GreenCheck assessment.
The recognition marks the latest milestone in a sustainability journey that has seen the museum progress from Bronze in 2024 to Silver in 2025 and now Gold in 2026.
The achievement reflects the continued work of The Beatles Story team to reduce the attraction’s environmental impact and introduce more sustainable practices throughout its operations.
A key driving force behind the progress has been the museum’s internal sustainability group, known as the ‘Green Meanies’.
The group’s enthusiasm and ongoing work have helped deliver positive environmental changes across the attraction and encouraged colleagues to play an active role in achieving its sustainability ambitions.
Green Tourism is a leading certification programme that promotes and recognises sustainable practices across the travel, tourism and hospitality industries.
Its assessments examine how organisations perform across a range of areas, including energy and water efficiency, waste management, biodiversity, community engagement and responsible purchasing.
Despite securing the programme’s highest possible award, The Beatles Story has pledged to continue building on its progress.
Future priorities will include developing biodiversity partnerships, pursuing ambitious carbon-reduction targets and increasing support for Liverpool’s local community.
The Gold award represents a significant achievement for one of Liverpool’s best-known visitor attractions and demonstrates its commitment to ensuring that its world-famous musical heritage can be enjoyed in a more sustainable way.
Mary Chadwick, General Manager at The Beatles Story, said:
“This accolade marks a proud milestone in our three-year sustainability journey with Green Tourism, and a testament to the hard-work and commitment of our ‘Green Meanies focus’ group, and our dedicated team as a whole. Achieving GOLD accreditation demonstrates what can be accomplished when people ‘Come Together’ with a shared goal and a genuine ‘Love, Love, Love’ for the planet. While we are incredibly proud to celebrate this achievement, we see it as another step forward rather than a finish line. We remain committed to finding new ways to reduce our environmental impact and ensure The Beatles Story continues to be a greener place to visit, work and enjoy for years to come.”
Green Tourism added:
“The Beatles Story have done an excellent job achieving their Green Tourism Gold Award. The areas they have done well in are Communication, Food and Drink, and Water. This is a great result well done team!”
The announcement comes just as The Beatles Story are gearing up to welcome families who will be making the most of reduced Summer Saver museum tickets and an exciting programme of free events throughout the Summer Holidays, all while building on its award-winning sustainability and community efforts.
For more information about The Beatles Story’s sustainability journey, head to their website’s sustainability page.
READ MORE: The Beatles Story Strikes Gold on National Stage for International Tourism Excellence
