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24th July, 2019

Getting Better: the busiest summer on record

The Beatles Story is celebrating having experienced its busiest two weeks of all time – both record-breaking in terms of visitor numbers – and its best-ever day.

The last two weeks have been highly successful for the award-winning attraction based on the Royal Albert Dock in Liverpool, which is welcoming more visitors than ever before in its 29-year history.

Last week was officially the attraction’s most successful of all time as staff greeted almost 11,000 (10,978) visitors between Monday 15th and Sunday 21st July. The best-ever day recorded was on Saturday 13th July, which saw 2524 visitors flock to the immersive exhibition which tells the story of the world’s most famous band. The last two weeks have smashed previous records by an impressive 20% increase, recorded during the equivalent period in 2018. 


Recently, officials at The Beatles Story reported that the attraction had broken record visitor numbers for the 2018/19 season, with results showing that they had welcomed a total of 310,894 visitors, a 2% improvement on the previous year. With no sign of The Beatles’ popularity slowing down, the attraction looks well on course to break record numbers again this year.



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 offers multimedia guides in 12 different languages, which are included in the ticket price, making it one of the most internationally-friendly attractions in the UK.


To acknowledge its success the Liverpool attraction picked up a host of top awards last year, when it was voted as ‘the People’s Choice’ at the 2018 Liverpool City Region Tourism Awards, the ‘Best Attraction for Group Visits’ at the 2018 Group Travel Awards. Early in 2019, The Beatles Story beat other top UK attractions to win the UKInbound ‘Attraction of the Year’ award.



In an attempt to continue its growth, profits have been re-invested into the business, developing its products and services to ensure that its growing number of visitors have a valuable and memorable experience. The attraction has also now extended its opening hours to accommodate visitors during the busy summer season.


Next year, The Beatles Story will be celebrating its 30th birthday and the attraction has a host of special announcements planned, including the introduction of new exciting items of memorabilia.

Martin King, Manager at The Beatles Story, said: "This is a fantastic result for The Beatles Story as we continue to see increased visitor numbers, especially from our international markets.

"Liverpool is thriving as a must-see tourist destination. As we go into our 30th anniversary year in 2020 we are delighted to be a key factor in the Beatles legacy and tell the amazing story of the world’s greatest band to visitors from all over the world."

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