- Visitor numbers rise 7.8% to more than 61.5 million, with tourism supporting 57,591 jobs across the city region.
Liverpool City Region’s visitor economy grew to a record £6.834 billion in 2025, according to the latest independent STEAM (Scarborough Tourism Economic Activity Monitor) tourism research.
The figures reveal the strongest annual growth for several years, with visitor spending increasing by 9.3 per cent to its highest ever level, while visitor numbers rose by 7.8 per cent to more than 61.5 million. Day visits were recorded at 55.55 million, up 8.7 per cent. Tourism now supports 57,591 jobs across the city region, underlining the sector’s importance as one of the region’s largest employers and a major driver of economic growth.
The results mark a significant turnaround from 2024, when Liverpool City Region’s visitor economy remained resilient despite challenging national conditions. The latest figures demonstrate that the strategic approach to growing the visitor economy is delivering results, with renewed momentum and growing confidence in a destination that continues to attract millions of people from across the UK and around the world.
Importantly, the benefits of tourism were felt across the whole city region. From vibrant waterfronts and world-famous cultural attractions to award-winning coastline, green spaces, heritage sites and family attractions, Liverpool City Region continues to offer visitors an increasingly diverse range of experiences in its year-round offer.
The city region has also benefited from sustained investment in its visitor economy, strong collaboration between the public and private sectors, and dedicated support for the tourism offer across the city region’s local authorities, with an increasing focus on developing experiences that encourage visitors to stay longer and explore more of the destination.
While day visitors accounted for much of the increase in overall visitor numbers, overnight tourism remained a significant contributor to the regional economy, reinforcing Liverpool City Region’s position as a high-quality destination capable of attracting both volume and value.
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.
“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.”
Tony Hall, Chair of Liverpool City Region Destination Partnership, said:
“These results demonstrate the resilience and agility of Liverpool City Region’s visitor economy and the strength of the foundations that have been built over many years.
“Tourism operates in a challenging and constantly changing environment, making growth of this scale a significant achievement. It is testament to the commitment of businesses, local authorities and destination partners across the city region, who have continued to invest, innovate and work together through changing economic conditions.
“Strong destinations are not created overnight; they are built through long-term investment and commitment. Our task now is to build on these strong foundations, remain agile and continue investing for the future.
“With a significant pipeline of developments and major events ahead, Liverpool City Region is well placed to strengthen its position as a leading UK destination and create even greater economic opportunities for businesses and communities across the region.”
Looking ahead to 2027, continued investment in visitor infrastructure, new visitor experiences such as the Cavern Club’s 70th anniversary, major events such as Liverpool Biennial and the Tour de France Grand Départ, and the transformation of attractions including Tate Liverpool, will provide further opportunities to strengthen the visitor economy and encourage visitors to return. 2028 offers more again, with plans already being made around the arrival of Cunard’s Four Queens on the River Mersey in May and the UEFA Euro 2028 matches in June, alongside other yet-to-be-announced major events.
More About the STEAM Research
The STEAM (Scarborough Tourism Economic Activity Monitor) report is the recognised industry model used across the UK to measure the economic impact of tourism. Produced independently by Global Tourism Solutions (UK) Ltd, it combines accommodation occupancy, visitor surveys, transport information and tourism business intelligence to estimate visitor numbers, visitor spending and employment supported by the visitor economy.
Visitor Economy at a Glance – 2025
Liverpool City Region
- Visitor economy: £6.834 billion (+9.3%)
- Total visitors: 61.54 million (+7.8%)
- Day visitors: 55.55 million (+8.7%)
- Staying visitors: 6.0 million (+0.4%)
- Tourism employment: 57,591 jobs (+4.2%)
Borough Highlights
Liverpool
- Visitor economy worth £4.87 billion, up 11.3%
- 36.34 million visitors (+12.3%)
- 33.04 million day visitors (+13.7%; compared with -6.5% in 2024)
- 3.30 million staying visitors (0.0%; compared with +0.5% in 2024)
- 40,329 jobs supported (+6.1%; compared with -5.4% in 2024)
- Home to the Royal Albert Dock, Liverpool ONE, ACC Liverpool, M&S Bank Arena, National Museums Liverpool, Liverpool FC, Everton FC, The Beatles Story, British Music Experience and one of the UK’s busiest year-round programmes of cultural, sporting and business events.
Sefton
- Visitor economy worth £716.9 million (+5.0%; compared with -2.2% growth in 2024)
- 7.79 million visitors (+3.1%; compared with -4.8% in 2024)
- 7.03 million day visitors (+3.3%; compared with -4.6% in 2024)
- 0.76 million staying visitors (+1.1%; compared with -6.7% in 2024)
- 6,160 jobs supported (-0.3%; compared with -7.5% in 2024)
- Home to Southport, Formby, Crosby Beach and Antony Gormley’s Another Place, Aintree Racecourse, Royal Birkdale Golf Club, internationally important nature reserves and one of England’s finest stretches of coastline.
Wirral
- £547.5 million visitor economy (+2.0%; compared with -0.4% growth in 2024)
- 7.73 million visitors (-1.1%; compared with -5.0% in 2024)
- 6.91 million day visitors (-1.2%; compared with -5.5% in 2024)
- 0.81 million staying visitors (-0.2%; compared with -0.7% in 2024)
- 4,825 jobs supported (-3.0%; compared with -6.1% in 2024)
- Home to Port Sunlight, Lady Lever Art Gallery, Birkenhead Park, New Brighton, Wirral Country Park and more than 25 miles of coastline, alongside a growing reputation for outdoor recreation, food and drink.
Halton
- £225.4 million visitor economy (+4.9%; compared with +3.0% growth in 2024)
- 3.08 million visitors (+2.4%; compared with -1.9% in 2024)
- 2.74 million day visitors (+2.4%; compared with -2.1% in 2024)
- 0.34 million staying visitors (+2.0%; compared with -0.4% in 2024)
- 2,165 jobs supported (+4.7%; compared with +2.6% in 2024)
- Home to Norton Priory Museum & Gardens, Catalyst Science Discovery Centre, Spike Island, the Mersey Gateway and the Bridgewater Canal, combining industrial heritage with outdoor recreation.
Knowsley
- Home to Knowsley Safari, Shakespeare North Playhouse, Court Hey Park and a growing programme of cultural activity, family attractions and green spaces.
St Helens
- Home to The World of Glass, Haydock Park Racecourse and Sankey Valley Country Park, with a growing profile for heritage, innovation and major events.
For more information on visiting Liverpool City Region, click HERE.