Strawberry Field wins big at Liverpool Tourism Awards

On Thursday evening, Strawberry Field Liverpool celebrated a double win at the prestigious Liverpool City Region Tourism Awards. Held at Liverpool Cathedral, the venue took home the Regenerative Tourism Award and was named Liverpool's Small Visitor Attraction of the Year for the third consecutive year.

Judges praised Strawberry Field as an "inspiring attraction appealing to a broad range of people," highlighting its warm welcome and attentive staff. Presenting the Regenerative Tourism Award, they described it as "an excellent example of a venue doing good in their local community. They are constantly striving to make improvements and the whole team are involved and accountable. They have a broad range of great environmental and social initiatives which benefit visitors and the local community alike."

The awards follow a series of recent achievements, including becoming VisitBritain Quality Assured and earning a Gold Green Tourism Certification. Strawberry Field has continued to enhance its visitor experience, adding features such as a Quarryman banjo once played by John Lennon and a giant photomosaic mural within its visitor exhibition. The site has also made significant strides in sustainability. A new solar panel system has dramatically reduced electricity usage, while new educational materials engage younger visitors and updated signage helps share the fantastic work happening behind the scenes.

Major Michelle Lovegrove Huggins, Mission Director at Strawberry Field said, "We know the work we do here at Strawberry Field is special, but to receive such high praise and external recognition at such a prestigious event is just fantastic. We truly felt the love from friends and colleagues across the city's tourism sector, and we are humbled by the collective hard work and dedication that goes into making Liverpool the best and most welcoming city in the world."

It was a fantastic night for Beatles tourism more broadly. The Beatles Story took home both Large Visitor Attraction of the Year and the International Tourism Award, International Beatles Week won Event/Festival of the Year, and Dale Liverpool Tours received a Highly Commended in the Independent Tourism Business category. With accolades spanning the industry and renewed global interest driven by the upcoming Beatles biopics, it is clear that passion for the Fab Four is as strong as ever.