The Beatles Story wins big at VisitEngland Awards

The Beatles Story is proud to announce that it was awarded GOLD in the International Tourism Award category at last night’s prestigious VisitEngland Awards for Excellence 2026 ceremony.

The ceremony, held at Aerospace Bristol beneath the wings of the iconic Concorde Alpha Foxtrot, celebrated the very best of England’s tourism industry. This national recognition follows The Beatles Story’s earlier success at the Liverpool City Region Tourism Awards, where it won in the same category earlier this year.

The VisitEngland Awards for Excellence champion the very best of the country’s tourism industry – celebrating quality, innovation and customer service. The International Tourism Award recognises attractions that deliver outstanding service to international visitors.

The awards cycle begins with a series of regional competitions, including the Liverpool City Region Tourism Awards, at which The Beatles Story won the International Tourism Award earlier this year – securing a spot at last night’s national contest.

The Beatles Story has remained a leading international attraction for 36 years, continuing to welcome visitors from across the globe and protecting the legacy of Liverpool’s cultural heritage.

Tourism is one of England’s largest, most valuable industries, supporting more than 200,000 businesses, employing 2.6 million people and generating about £76 billion in domestic visitor spending.

Mary Chadwick, General Manager at The Beatles Story, said:

“We’re so thrilled to receive this national recognition from VisitEngland. This award reflects the passion and hard work of our team, the invaluable support of our global community of ambassadors, and our commitment to delivering an exceptional experience for visitors from all around the world.

It’s an incredibly exciting time for Beatles tourism, with renewed global interest driven by upcoming biopic films, and new music projects from both Paul and Ringo. We’re proud to see Liverpool’s unique musical heritage recognised on a national stage, and to be at the forefront of that as we celebrate 36 years of The Beatles Story. We look forward to welcoming even more visitors and continuing to share this extraordinary legacy with future generations.”

For more information about The Beatles Story, click here.

Sir Paul McCartney is set to host special Q&A event discussing his early Liverpool years, learn more here.

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.