Natalie Wyatt, Managing Director of Liverpool City Region Destination Partnership
By Natalie Wyatt, Managing Director, Liverpool City Region Destination Partnership
Recent headlines ranking some of the UK’s seaside destinations have sparked an important conversation about what makes a great coastal destination.
Visitor surveys are valuable. They provide insight into people’s experiences and expectations, and every destination should listen carefully to feedback. But they only ever capture one part of the story.
Because a coastline is about much more than a single stretch of sand.
Across Liverpool City Region, our coastline stretches for more than 30 miles, offering an extraordinary variety of experiences. It is a place where Victorian seaside heritage sits alongside internationally important natural landscapes, where family attractions meet adventure, and where visitors can move from vibrant waterfronts to some of the most spectacular coastal environments in the country.
The question should not simply be: “How good is the beach?”
The question should be: “What kind of experience does this coastline create?”
And on that measure, Liverpool City Region has a remarkable story to tell.
From the traditional seaside charm of Southport to the dramatic waterfront views of New Brighton, the wildlife-rich dunes of Formby and Ainsdale, the public artwork of Antony Gormley’s Another Place at Crosby Beach, to the sailing and windsurfing opportunities around marine Lake and West Kirby, our coastline offers experiences that are unique, diverse and memorable.
Increasingly, this is what visitors are looking for.
Modern tourism is about more than a destination postcode or a single attraction. It is about creating memories. It is about places where different generations can spend time together — where grandparents, parents and children can all find something to enjoy. It’s about fondly remembering bygone holidays and dwelling in the nostalgia…
Liverpool City Region’s coastline delivers exactly that.
In Southport, for example, families can enjoy a traditional seaside day out, discover independent cafés and restaurants, explore nature trails and wildlife habitats, enjoy watersports, enjoy all the health and wellbing benefits of a walk along the coastal paths or simply experience the beauty of a sunset across Liverpool Bay.
Our coastline is also receiving national recognition for the breadth and quality of those experiences.
Formby, for example, was recently named by Time Out as one of the best beaches in the UK for2026, recognising its spectacular natural environment, sweeping sands, ancient woodland and internationally important dune system.
Crosby Beach has also been recognised by visitors, featuring in Tripadvisor’s 2026 ranking of the top 20 best beaches in England. Its appeal goes beyond a traditional beach experience, combining coastal views, walking routes and sculptures to create an experience that cannot be replicated anywhere else.
These examples demonstrate why a coastline cannot be judged on one measure alone. Different visitors value different things. Some are looking for family entertainment and traditional seaside experiences. Others are drawn by nature, culture, heritage, outdoor adventure or simply the opportunity to spend quality time by the water.
Liverpool City Region offers all those experiences.
Our coastal communities are also continually evolving.
The 154th Open at Royal Birkdale in Southport is in full swing as events and activities are set in place ahead of 16th July official launch. Southport is investing in its future as a leading visitor destination, combining its historic seaside character with these new experiences, events and attractions. New Brighton has transformed its waterfront offer, creating a destination where leisure, hospitality, entertainment and coastal experiences come together throughout the year.
Alongside this, our natural assets remain among our greatest strengths. The Sefton Coast is one of the most important dune systems in England, providing a unique environment for wildlife, walking, cycling and outdoor exploration.
But destinations are not created by landscapes alone.
They are created by people.
They are created by the hospitality teams welcoming visitors, the independent businesses creating memorable experiences, the attractions investing in innovation, and the communities who take pride in sharing their places with the world.
That is why Liverpool City Region Destination Partnership has recently launched the Liverpool City Region Tourism Awards — to recognise and celebrate the businesses, organisations and individuals who make our visitor economy one of the most dynamic in the country.
The awards shine a spotlight on excellence across categories including Accessible & Inclusive Tourism, Experience of the Year, Tourism Event/Festival of the Year, Regenerative Tourism and Unsung Hero.
These categories recognise something that a league table cannot always capture: the passion, creativity and dedication that goes into creating outstanding visitor experiences every day.
Whether it is a coastal business improving accessibility, an attraction developing a new experience, a festival bringing communities together or an individual going above and beyond for visitors, these are the stories that shape our destination.
Of course, no destination should ever become complacent. Visitor feedback is essential, and we will continue working with local authorities, tourism businesses and communities to improve the visitor experience across Liverpool City Region and I would encourage you to find out more about the awards that are open for nominations now HERE.