It starts, as so many good Liverpool stories do, with a simple question.
Why go anywhere else, when everything you need is right here?
For Purple Tours Directors, Jean and Rachel McEvoy, that idea took shape growing up in Woolton, the village forever linked with The Beatles, but rich with its own stories waiting to be told. Years later, that same local pride would help inspire Purple Tours, a business now reshaping how visitors experience Liverpool City Region, one conversation, one street, one story at a time.
Purple Tours has grown into something far more than a tour company. It is part of a wider movement that is redefining what visitors want from a destination, and how a city can bring its character to life.
A BUSINESS BUILT ON BELONGING
Founded in 2021, Purple Tours is a family run venture led by sisters-in-law Rachel and Jean McEvoy, with deep roots in the city. Jean brings a lifelong passion for Liverpool’s heritage, Rachel leads the business behind the scenes, and together they have created something that feels both personal and purposeful.
Even the name reflects that connection. Purple blends red and blue, Liverpool and Everton, a nod to family, identity and shared pride.
“That sense of belonging runs through everything we do,” Rachel says. “We’re not just showing people around, we’re inviting them into the story of the place.”
WHERE STORYTELLING TAKES CENTRE STAGE
At its core, Purple Tours is about people.
Each experience is shaped by guides who are encouraged to bring their own voice, perspective and personality to every walk. The aim is not to deliver a script, but to create a moment that feels genuine.
“What makes it special is that no two tours are exactly the same,” Jean explains. “The stories are there, but it’s how they’re shared, that’s where the magic happens.”
That approach has created a strong following, and a recognisable presence across the city, affectionately known as the “purple crew”.
And it is those human connections that define the experience.
A first date that turned into a wedding. Visitors who return time and again, each time discovering something new. A sensory tour designed for visually impaired guests, where the city is explored through touch, texture and atmosphere.
“It really brought home that Liverpool isn’t just something you see, it’s something you feel,” Rachel says. “That’s when you know you’re creating something meaningful.”
The Purple Tours team
ADAPTING TO HOW PEOPLE TRAVEL TODAY
As visitor expectations have evolved, so too has the business.
Early tours with larger groups have gradually given way to smaller, more tailored experiences, reflecting a wider shift towards more personal, flexible travel.
“People want to connect with a place in a way that suits them,” Rachel says. “That might mean a shorter walk, a slower pace, or simply having more opportunity to ask questions and engage.”
Recent innovations include a relaxed waterfront experience designed for cruise visitors, combining a guided walk with time to enjoy afternoon tea before returning to the terminal.
“It’s about making the city accessible,” she adds. “We want people to feel comfortable, not rushed.”
SUPPORTING A MORE CONNECTED VISITOR ECONOMY
Walking tours naturally lend themselves to more sustainable tourism, but Purple Tours has taken that a step further.
Routes are designed to encourage visitors to spend time in local neighbourhoods, support independent businesses and discover parts of the city that might otherwise go unnoticed. Collaborations with places like Strawberry Field add depth to the experience while supporting the wider visitor economy.
There is also a strong commitment to community, from hosting complimentary tours for carers to supporting charitable initiatives and environmental projects.
“We see ourselves as part of the city,” Jean says. “That means thinking about how what we do benefits others as well.”
GROWING THROUGH COLLABORATION
That mindset extends across Liverpool City Region, where Purple Tours continues to collaborate with partners and develop new ideas.
Recent launches include a Woolton walking tour, bringing guests back to where the story began, complete with live music moments along the route, and an upcoming Titanic tour exploring the city’s historical connections.
“We’re always looking at how we can work with others,” Jean explains. “There’s so much knowledge, creativity and opportunity across the region.”
That collaborative approach is strengthened through involvement in the VisitLiverpool Partnership.
“Being part of the Partnership has been incredibly valuable,” she says. “You’re not operating on your own, you have access to support, insight and a network of people who genuinely want to help you grow. It gives you confidence as a business.”
For the region, that sense of connection is vital, bringing together organisations of all sizes to create a stronger, more coherent visitor offer.
CREATING MEMORIES THAT LAST
Ultimately, the success of Purple Tours is measured in moments.
“We want people to come away feeling like they’ve really experienced Liverpool,” Jean says. “That they’ve laughed, learned something new, and seen the city in a different way.”
And perhaps most importantly, that they leave with a new answer to that opening question.
Why go anywhere else?
Because when a place is brought to life through its people, its stories and its character, it becomes somewhere you want to return to, again and again.
BE PART OF THE STORY
To discover Liverpool through the eyes of those who know it best, visit liverpoolfamouswalkingtours.com and sign up for a Purple Tours experience.
And for visitor economy businesses looking to grow, connect and play a part in shaping the region’s future, find out more about becoming a VisitLiverpool Partner and join a network that is helping Liverpool City Region thrive.
Top image: l-r Purple Tours Co-Directors, Jean and Rachel McEvoy.