The Beatles Story has been awarded gold in the International Tourism Award category at the prestigious VisitEngland Awards for Excellence 2026 ceremony.
The ceremony, held at Aerospace Bristol, celebrated the 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 – celebrates quality, innovation and customer service. It 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 the national contest on 3 June.
The Beatles Story has remained a leading international attraction for 36 years, luring 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.”
The Beatles Story, which opened its doors 36 years ago in May 1990, is Liverpool’s original Beatles museum telling the incredible story of the lives and music of The Beatles. As a unique and immersive experience, The Beatles Story Museum invites visitors to experience Beatlemania first-hand with immersive recreations of key locations in the band’s career including Hamburg, The Cavern Club, Abbey Road Studios and more.
The Beatles Story is home to an impressive collection of original, authentic memorabilia. Journey down the long and winding road from George Harrison’s first guitar to John Lennon’s last piano and beyond. Audio media guides are provided in 12 different languages to cater for its growing international audiences, authentically narrated by John Lennon’s sister, Julia.
