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14th May, 2019

Imagine all the people: record breaking attendance

The Beatles Story is celebrating its best-ever year of attendance, breaking previous records for the fifth year running. Results show that the award-winning attraction welcomed a total of 310,894 visitors during the 2018/19 season. In the previous year, The Beatles Story welcomed 305,335, making this season’s results around a 2% improvement.

The majority of visitors came from overseas, with the attraction experiencing further growth from international markets, which now represents over 60% of total visitors. To cater for international audiences, The Beatles Story has recently introduced two new languages to its multimedia guides; Korean and Cantonese. The complimentary guides are now available in twelve different languages, making The Beatles Story one of the most international-friendly attractions in the UK.

 

The Liverpool attraction picked up a host of top awards throughout the year. It was voted as ‘the People’s Choice’ at the 2018 Liverpool City Region Tourism Awards, an award voted for by the public which the attraction also won in 2017. The Royal Albert Dock based attraction also picked up the award for ‘Best Attraction for Group Visits’ at the 2018 Group Travel Awards, which was judged by industry professionals. This year has also started off well with The Beatles Story beating other top UK attractions to win the UKInbound ‘Attraction of the Year’, exclusively voted for by UKInbound members, tour operators and travel trade buyers.

 

 

The attraction continues to re-invest profits into the business, developing its products and services to ensure that its growing number of visitors have a valuable and memorable experience. Last February, The Beatles Story launched a new and exclusive exhibition to celebrate the 50th anniversary of The Beatles’ trip to Rishikesh, entitled ‘Beatles in India’. In 2019 the attraction celebrates the 50th anniversary of the Abbey Road album with an exciting programme of events.

 

 

To continue its growth, the attraction has recently extended its opening hours, now staying open later into the evening to accommodate visitors during the peak summer season. There are also plans to further improve the welcome area to accommodate larger groups as demand increases.

Mary Chadwick, Commercial Manager at The Beatles Story, said: “We are delighted to have broken attendance records yet again for the fifth year running. This success is down to our fantastic team of staff whose hard work and dedication in providing a world class visitor attraction shows in our growth year upon year.”

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