The Beatles Story announced as one of UK’s best attraction

VisitEngland has announced the finalists for the tourism industry’s national Awards for Excellence, and one Liverpool attraction has made the shortlist.

The VisitEngland Awards for Excellence have been championing the best in England’s tourism industry for more than 35 years and celebrate quality, innovation, best practice and exceptional customer service. Finalists represent the very highest standards across accessibility, accommodation, attractions, experiences, food and drink, and business events, showcasing the strength and diversity of English tourism.

Fresh from winning Large Visitor Attraction of the Year and receiving the International Tourism Award at the Liverpool Tourism Awards, The Beatles Story, located at the Royal Albert Dock, has now been shortlisted for a national award.

Established in 1990, the museum is the largest of its kind and has immersed millions of visitors in the story of The Beatles over its 36-year history using a combination of recreated sets and impressive historic artefacts. The attraction is guaranteed a Bronze, Silver or Gold award in the International Tourism Award category at June’s VisitEngland Awards for Excellence ceremony and is hoping to repeat last year’s Gold success in the same category.

VisitEngland Director Andrew Stokes said:

“These awards honour the very best businesses and individuals in tourism, who are the driving force in an industry that delivers growth to local economies across England. I thank them for their dedicated service, congratulate them on achieving finalist status and wish them every success.”

The Beatles Story’s General Manager, Mary Chadwick, said:

“We are absolutely delighted to be confirmed as finalists in the VisitEngland Awards for Excellence 2026 in the International Tourism Award category. Having won Gold in the same category last year, to once again be recognised at a national level, and to be the only business in the Liverpool City Region shortlisted this year, is a fantastic achievement and a proud moment for our whole team. This recognition reflects the passion, commitment and hard work that goes into delivering a world‑class experience for our visitors every day, and we are honoured to see that effort celebrated on a national stage.”

The 53 finalists, selected following a rigorous judging process by handpicked tourism industry experts, will now go on to compete in 16 core categories at this year’s awards. There will also be three special awards, including the ‘Outstanding Contribution to Tourism Award’, the ‘Travel Content Award’ and the ‘Tourism Superstar Award’.

This VisitEngland Awards for Excellence worked in collaboration with 21 local competitions across England with 369 winners automatically put forward for national recognition.

The Family Holiday Charity is the chosen charity for this year’s event.

Tourism is one of England’s largest, most valuable industries – supporting hundreds of thousands of small-to-medium sized businesses, more than two million jobs and worth £127 billion to the economy in England.

International Tourism Award:

The Beatles Story, Liverpool Kents Cavern Prehistoric Caves, Devon Castle Howard, York

Find out more about The Beatles Story here.

Find out what’s on in Liverpool on our website.

Find out what’s good up North on our new platform, The Northern Guide. 

From the best hotels, beauty spots, days out, food and more up North – visit thenorthernguide.com and follow The Northern Guide on Instagram HERE.