Liverpool City Region’s visitor economy reached a record £6.834bn in 2025, according to the latest independent STEAM (Scarborough Tourism Economic Activity Monitor) tourism research.
Visitor spending increased by 9.3% to its highest recorded level, while visitor numbers rose 7.8% to more than 61.5 million. Day visits accounted for 55.55 million of the total, an 8.7% increase on the previous year. Tourism now supports 57,591 jobs across the City Region, highlighting the sector’s contribution to the regional economy.
The report revealed that the latest figures follow a resilient 2024 for the visitor economy and indicate renewed growth in tourism activity across the region. While day visitors accounted for much of the increase in visitor numbers, overnight tourism continued to make a significant contribution to the regional economy.
The region is also preparing for a series of major events and developments expected to support further tourism growth. In 2027, these include the Cavern Club’s 70th anniversary, Liverpool Biennial, the Tour de France Grand Départ and the transformation of attractions including Tate Liverpool. Further opportunities are expected in 2028, with Cunard’s Four Queens scheduled to arrive on the River Mersey in May and Liverpool set to host UEFA Euro 2028 matches in June.
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.
Wyatt added: “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.”
Liverpool City Region’s visitor economy reached a record £6.834bn in 2025, according to the latest independent STEAM (Scarborough Tourism Economic Activity Monitor) tourism research.
Visitor spending increased by 9.3% to its highest recorded level, while visitor numbers rose 7.8% to more than 61.5 million. Day visits accounted for 55.55 million of the total, an 8.7% increase on the previous year. Tourism now supports 57,591 jobs across the City Region, highlighting the sector’s contribution to the regional economy.
The report revealed that the latest figures follow a resilient 2024 for the visitor economy and indicate renewed growth in tourism activity across the region. While day visitors accounted for much of the increase in visitor numbers, overnight tourism continued to make a significant contribution to the regional economy.
The region is also preparing for a series of major events and developments expected to support further tourism growth. In 2027, these include the Cavern Club’s 70th anniversary, Liverpool Biennial, the Tour de France Grand Départ and the transformation of attractions including Tate Liverpool. Further opportunities are expected in 2028, with Cunard’s Four Queens scheduled to arrive on the River Mersey in May and Liverpool set to host UEFA Euro 2028 matches in June.
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.
Wyatt added: “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.”
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
Copyright BlazeThemes. 2023
