Entries are open for the prestigious awards programme, which celebrates the people, places and experiences that make the Liverpool City Region one of the UK’s leading visitor destinations. The scheme offers businesses the chance to gain regional recognition and potentially progress to the national VisitEngland Awards for Excellence.
Recognising excellence across 20 categories, the programme spans accommodation, attractions, food and drink, events and experiences. Categories include Experience of the Year, Pub of the Year, Large Hotel of the Year, Accessible and Inclusive Tourism Award, International Tourism Award, Independent Tourism Business Award and Regenerative Tourism Award.
Open to businesses of all sizes, the awards provide an opportunity for Wirral organisations to raise their profile, celebrate success and benchmark themselves against some of the region’s best operators.
Local businesses and attractions have seen success in recent years. In 2025, Eureka! Science + Discovery in Seacombe secured two awards, winning both New Tourism Business of the Year and the Accessible & Inclusive Tourism Award, while Wallasey Beach Club was crowned Liverpool City Region Hidden Gem. The previous year, The Red Fox in Thornton Hough was named Pub of the Year and Birkenhead’s Future Yard received a Highly Commended accolade in the Entertainment Venue of the Year category.
Tourism continues to play a significant role in the Liverpool City Region economy, attracting more than 60 million visitors annually and generating more than £6 billion in economic value.