Liverpool’s leading and award-winning attraction, The Beatles Story, hosted a welcome event at the weekend for attendees at the 2022 Coach Tourism Association conference, with a star-studded performance on its replica Cavern Club stage, from local Liverpool band, The Farm.

The birthplace of The Beatles was selected as the host city for the CTA’s (Coach Tourism Association) annual conference, holding it’s first in-person event for over two years, bringing together over 200 members including a host of coach tour operators, hoteliers, attractions, and destinations for two days of business meetings and networking.

Speakers at the conference included well-known travel journalist and broadcaster Simon Calder, Julie Wakley, Director of Tourism GB, as well as the deputy CEO of Visit Britain/Visit England, Patricia Yates. 

The Farm’s performance included well-known hits such as ‘Groovy Train’ and ‘All Together Now’, a song produced by Graham McPherson, better known as Suggs from the band Madness. The song was originally released on 26 November 1990 peaking at No.4 on the UK Singles Chart and No.7 on the U.S. Billboard Modern Rock Tracks chart.

Lead singer, Peter Hooton, is Chair of Liverpool’s ‘The Beatles Legacy Group’, and works closely with The Beatles Story and other key Beatles’ organisations in the city to build on the legacy of Liverpool’s famous sons and ensure that fans from across the world receive an unforgettable experience.

Peter said: “I’ve always been passionate and proud of Liverpool’s musical heritage especially our most famous sons, The Beatles, and was delighted to be asked to perform at this key tourism event at The Beatles Story.”

Diane Glover, Marketing Manager of The Beatles Story and a Board Member of UKInbound said: “As we start to welcome our valued tourists back to the city, it was fantastic to be able to host the welcome evening for CTA members attending the conference. The Farm’s performance of their hit song ‘All Together Now’ was a fitting anthem for an industry which has suffered so badly during the pandemic, and who are working strongly together to build better for the future.”