A new chapter for Beatles tourism in Liverpool

As Liverpool looks ahead to a major new Beatles experience in 2028, there has never been a better opportunity to explore the places, people and stories behind the music.

Liverpool's connection with the Beatles is known around the world. Now, plans announced by Apple Corps for a major new home for The Beatles Story are set to bring even more attention to the city and its extraordinary musical heritage.

Opening in 2028 at the former St Johns Market, the new experience will take visitors from the Beatles' Liverpool childhoods through Hamburg, The Cavern, Beatlemania and beyond. Plans also include a Yellow Submarine experience at St Johns Beacon.

It is an exciting moment for Liverpool, and one we warmly welcome at Strawberry Field. We hope this investment will bring new visitors to the city, encourage people to stay longer and inspire them to explore more of the places that shaped the Beatles and their music.

We were also particularly pleased to see the creation of the Apple Corps Liverpool Trust, which will support emerging Liverpool artists and local cultural projects. Creating opportunities for people to develop their talents and fulfil their potential is something close to our hearts at Strawberry Field, so it is wonderful to see that commitment forming part of this new chapter for the city.

Exploring beyond Liverpool city centre

For many visitors, a Beatles journey begins in the city centre. But travel south and you can explore the neighbourhoods where John, Paul, George and Ringo grew up, and some of the places that inspired them and became part of their music.

Here, familiar names become real locations, offering a different perspective on the people, experiences and surroundings that helped shape the Beatles.

Strawberry Field is one of those places.

The place behind Strawberry Fields Forever

The former children's home and its grounds held a special significance for John Lennon during his childhood. He would play in these gardens as a boy, and his memories of Strawberry Field later inspired Strawberry Fields Forever.

Today, visitors can explore the site through our exhibition and garden tour, learning about the history of Strawberry Field, John's childhood connection with the place and how those memories found their way into one of the Beatles' most enduring songs.

Beyond the famous red gates, the gardens remain a peaceful place for people to explore, reflect and spend time, as the young John Lennon once did.

A place with a purpose today

Strawberry Field is also very much a place of the present.

Run by The Salvation Army, it is home to Steps at Strawberry Field, programmes which support young adults facing barriers to employment to develop skills, confidence and routes into work. Income from visitors helps support this work, meaning a visit to Strawberry Field also contributes to the opportunities being created here today.

Discover more of Beatles Liverpool

The plans for 2028 are an exciting vote of confidence in Liverpool's enduring place in music history. They also create an opportunity for visitors to explore further, from the landmarks of the city centre to the neighbourhoods and places connected with the Beatles' early lives.

We look forward to welcoming people to come to explore more of the Beatles' Liverpool and more of the city itself.

If you're planning a Beatles trip to Liverpool, come and discover the place behind Strawberry Fields Forever, explore the gardens and exhibition, and find out what happens beyond the red gates today.