Tourism boost for city region
Wirral has seen a major boost in tourism in the last two years according to the latest figures.
According to the latest independent STEAM (Scarborough Tourism Economic Activity Monitor) tourism research the Liverpool City Region’s visitor economy grew to a record £6.834 billion in 2025.
The figures reveal the strongest annual growth for several years, with visitor spending increasing by 9.3% to its highest ever level, while visitor numbers rose by 7.8% to more than 61.5 million. Day visits were recorded at 55.55 million, up 8.7%.
In Wirral the visitor economy was estimated to be worth £547.5 million in 2025, representing a 2.0% increase compared with -0.4% growth in 2024.
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 Liverpool City Region continues to offer visitors an increasingly diverse range of experiences in its year-round offer and the benefits of tourism were felt across the whole city region.
Cllr Jenny Johnson, Chair of Wirral Council's Tourism, Communities, Culture & Leisure Committee, said:
Wirral has so much to offer, from our coastline and countryside to our heritage, arts, events and attractions. These figures are fantastic news for Wirral and the wider Liverpool City Region, demonstrating the ongoing and growing appeal of our area as a visitor destination.
The significant contribution tourism makes to local jobs, businesses and communities is well recognised and important for our borough. The record £6.8 billion visitor economy, increased visitor numbers and growth in employment linked to the sector show the value of continued investment in our cultural, leisure and tourism offer.
It is encouraging to see more people choosing to spend time here and across the City Region, supporting local businesses and helping our communities to thrive. By continuing to work closely with our local businesses as well as partners across Liverpool City Region, we can build on this success, attract even more visitors and ensure the benefits of tourism are felt throughout Wirral for years to come.
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.
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.
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.
