Liverpool’s visitor economy grew by eleven point three per cent in 2025, reaching a record value of four point eight seven billion pounds, according to independent STEAM tourism research. Visitor numbers also rose to thirty six point three four million, while tourism employment increased and the wider Liverpool City Region recorded a visitor economy worth six point eight three four billion pounds.
The visitor economy in Liverpool has achieved a historic milestone, reaching £4.87 billion in 2024. According to new research from Steam, this represents an 11.3% increase in value, highlighting the city's enduring appeal as a premier destination for both domestic and international travelers. During this period, Liverpool welcomed 36.34 million visitors, a robust figure that included 3.3 million overnight guests. This surge in tourism has had a direct, positive impact on the local labor market, with tourism-related employment rising by 6.1%.
Currently, the sector supports 40,329 jobs, contributing significantly to the city's economic stability and growth. A substantial portion of the overall increase in visitor numbers is attributed to local residents taking day trips within the region. City officials credit the successful implementation of marketing campaigns initiated after 2024, which were specifically designed to drive up day-visit numbers. While the current growth is promising, stakeholders are now shifting their focus toward the next phase of the strategy: converting day-visit demand into longer, overnight stays.
To achieve this, the city is collaborating closely with local accommodation providers and various industry partners to develop initiatives that encourage tourists to extend their time in Liverpool. Liverpool continues to maintain a diverse, year-round events calendar featuring cultural, sporting, and business activities. These events, combined with the city's iconic waterfront sites and established attractions, remain central to its tourism strategy. As the city looks to the future, leaders are optimistic that ongoing and upcoming events, coupled with continued investment, will create further opportunities for economic expansion and development across the region.
