Tour operator now turning Liverpool’s tourism green

A Liverpool tourism ambassador who’s helped thousands of visitors discover the city has become the new owner of its most environmentally-friendly tour operator.

Dale Roberts has worked for the past eight years with some of Liverpool’s most successful tour companies.

Now he is about to start creating his own green sightseeing experiences after taking over Liverpool Cycle Tours.

With a fleet of electric and non-electric bikes, Liverpool Cycle Tours offers tourists – and Scousers who want to be tourists in their own city – a carbon neutral way to take in the landmarks.

Walton-born Dale first encountered the business five years ago, after going on a Beatles tour by electric bike.

When he had the opportunity to buy it from founder Phil Ware, he felt the time was right to take it.

“I became aware of Liverpool Cycle Tours in 2017 when I joined Phil on a tour and I quickly realised that it was the best way of seeing Liverpool’s beauty, simply because you’re able to cycle through multiple parks and along the entire riverfront by electric bike and get to places that other vehicles can’t get to. 

“My background is in marketing, so for me this was a unique selling point jackpot and as a tour guide who has since spent years studying tours, I was really impressed by how user-friendly and high quality it was. 

“I championed the tour from then onwards, so in 2022 when the chance came to buy the company I couldn’t pass it up, and more importantly I couldn’t see our city lose its most environmentally friendly tour. 

“We’re on the threshold of a real environmental boom in Liverpool and with the increase in cycle lanes, so many parts of the city centre, like the Strand and Lime Street, have become much more accessible by bike. 

“Everything is changing towards greener transport so it’s perfect timing to get involved and grow what is already a fantastic tour to make it even better.”

Dale, 32, first became part of Liverpool’s tourism industry when a love for the city’s heritage, and The Beatles, saw him join Liverpool City Sights open top bus tours in 2016 as marketing manager.

He went on to become the city’s youngest qualified Beatles tour guide at the age of 26.

“I completely fell into tour guiding,” he explained. “I was a marketing manager and had a background in public speaking so that, combined with my passion for showcasing the city, made me a good fit to tour guide. One day I was told we didn’t have enough guides so I stepped in and I’ve never looked back. I’ve found whatever job I’ve taken since has been split between marketing, management and tour guiding.”

Dale was approached by Cavern City Tours, owners of the world famous Cavern Club and Magical Mystery Tour, to join their marketing team, and led their successful ‘Behind The Scenes Tour’, the first of its kind in the Cavern Club’s long history.

In late 2021, he took on the ultimate Beatles tour role – as manager of Liverpool’s longest-running and most iconic tour dedicated to the Fab Four – The Magical Mystery Tour.

“The Magical Mystery Tour is a Liverpool institution and it has been around since before I was born, so I’ve taken a lot of pride in guiding tens of thousands of people, of all ages and backgrounds and from all around the world over the years.”

With Liverpool’s tourism sector now thriving again post-pandemic, and Eurovision just weeks away, Dale says he’s excited to be taking over Liverpool Cycle Tours at a time of massive potential.

The company currently runs a City Centre Highlights tour, an Electric Beatles Tour, The Southcoast Cycle Tour and a Walking Pub Crawl Tour, and Dale has already got to work on expanding the tour options available.

“Over the next few months we have so much work to do, with Eurovision quickly upon us, our busy cruise schedule and what is shaping up to be a huge summer for Liverpool. 

“I believe the best tour in the world can only come from Liverpool because we have so much to offer in such a concentrated area. What you can see in Liverpool in two hours would take you a day in any other major city when you consider our contribution to history, culture, music, comedy, architecture and sport. 

“I’m excited to get stuck in, develop ideas, employ tour guides, work with progressive and responsible partners and give back to this city while doing it.”