As one of Liverpool City Region’s best loved visitor attractions, The Beatles Story is proving that sustainability and exceptional visitor experiences can go hand in hand.
Through a range of new initiatives that support the environment, local communities and staff wellbeing, the organisation continues to make positive progress on its sustainability journey and has just been awarded a Gold award by the certification programme Green Tourism.
We caught up with Mary Chadwick, General Manager at The Beatles Story, to learn more about what’s driving that commitment and the difference it’s making.
Tell us about The Beatles Story
“The Beatles Story is an immersive, award-winning attraction that celebrates the story, music and legacy of the world’s most iconic band. Based on the Royal Albert Dock, with additional facilities at Pier Head, we welcome visitors from across the globe and are proud to showcase Liverpool City Region to an international audience. Every day, we have the opportunity to create memorable experiences for our guests while championing everything that makes our destination so special.”
What sustainability initiatives have you implemented within your organisation?
“We believe sustainability should be woven into every part of the business, which is why we’ve focused on making practical changes that can have a real impact. From introducing eco-friendly apparel made from recycled materials and switching to LED lighting, to using compostable packaging and replacing plastic carrier bags with cornstarch alternatives, we’ve looked at how small changes can collectively make a big difference.”
“Supporting people is just as important. We’ve introduced a Bike2Work scheme, offer subsidised public transport for staff, actively support local businesses by stocking their products in our shops and cafés, and have established a dedicated memory café for local people living with dementia. It’s about creating positive outcomes for our team, our visitors and the wider community.”
“One initiative that’s especially close to our hearts is sponsoring four beehives named John, Paul, George and Ringo. It’s a fun way to support biodiversity while helping raise awareness of the vital role conservation plays in protecting our environment.”
What prompted you to introduce these sustainability initiatives?
“It became increasingly clear that sustainability was becoming an essential part of everyday life and something businesses needed to take seriously. We wanted to ensure The Beatles Story was playing its part and continually looking at ways to operate more responsibly.”
“Joining the Green Tourism accreditation programme was a real catalyst for change. It encouraged us to take a closer look at our processes, identify opportunities for improvement and think more strategically about the actions we could take to become a greener organisation.”
What impact have these changes had?
“The impact has been felt right across the organisation. Achieving Bronze, Silver and now Gold Green Tourism awards has been fantastic recognition of the effort and commitment shown by our team.”
“Alongside environmental benefits and cost savings, we’ve seen sustainability become a much bigger part of conversations across the business. It’s helped create greater awareness among staff and visitors alike, while strengthening collaboration with stakeholders who share similar values and ambitions.”
“It’s also given us valuable industry recognition and demonstrated that sustainability can enhance the visitor experience while delivering positive outcomes for the organisation.”
What support, tools or guidance helped you on your journey?
“One of the most valuable things we’ve done is learn from others. We’ve attended seminars, engaged with experts in sustainability and connected with organisations that are on similar journeys. Those conversations have provided fresh ideas, practical advice and inspiration to keep moving forward.”
“We also spent time reviewing different accreditation schemes to ensure we chose the one that best suited our business. Understanding what support is available and being open to learning from others can make a huge difference.”
What advice would you give to organisations looking to improve their sustainability practices?
“Do your research, be prepared to invest and don’t expect everything to happen overnight. Meaningful progress takes time, but every step forward matters. The key is to start, stay committed and focus on continuous improvement.”
What are your future sustainability goals?
“While we are incredibly proud to celebrate being awarded Gold from Green Tourism in July 2026, we see the achievement 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.”
“We’re committed to becoming carbon neutral by 2040 and are continuing to focus on reducing our carbon impact across the business. Like many organisations, we’re constantly looking for new ways to challenge ourselves and make further progress.”
“We’re also keen to expand our support for biodiversity, deepen our involvement in community projects and continue supporting local charities. Sustainability goes far beyond environmental initiatives, it’s about creating lasting positive change for communities, businesses and future generations.”
“We’ll continue working closely with Green Tourism and Liverpool City Region Destination Partnership as we build on the progress we’ve made so far. Sustainability is an ongoing journey and we’re excited about what comes next.”
Learn more about The Beatles Story HERE.
To begin or advance your own business’s accessibility journey, access our dedicated sustainability business support website section HERE.