Wirral leaders hail tourism boost

Leaders want to attract more Liverpool visitors to Wirral

Wirral’s tourism industry has seen a major boost, new figures show. The borough’s visitor economy rose by 2% in 2025 and is estimated to be worth £547.5m to the area.

The latest independent STEAM (Scarborough Tourism Economic Activity Monitor) tourism research shows the boost in Wirral’s stats coincides with a rise across the Liverpool City Region as a whole where the visitor economy grew to a record £6.834 billion.

The figures have been celebrated by the chair of Wirral Council’s tourism, communities, culture, and leisure committee, Cllr Jenny Johnson, who said: “Wirral has so much to offer, from our coastline and countryside to our heritage, arts, events and attractions. These figures are fantastic news for Wirral and the wider Liverpool City Region, demonstrating the ongoing and growing appeal of our area as a visitor destination.”

Despite the positive numbers, Wirral Council’s heritage champion and vice chair of the committee, Cllr Jerry Williams says there is still a lot of work to be done.

Cllr Williams said: “It’s all very well saying the figures look good for Wirral but the big problem that we have is having the trickle-down factor our heritage sites benefit from the visitors.”

Cllr Williams explained there is still work to do to ensure Wirral can attract more of the people who are visiting Liverpool to come and spend some time on the other side of the Mersey.

He added that Birkenhead Park’s UNESCO World Heritage Site status could be a “key factor” in Wirral’s tourism pull.

From the rich ship making history of Cammell Laird to Birkenhead Park’s pivotal role in shaping New York City, Cllr Williams concluded: “We have a great story to tell, and we’ve still got a lot to achieve.”

The outcome of Birkenhead’s bid to become the UK’s first ever Town of Culture in 2028 will also have an impact on the borough’s earning potential. Birkenhead has been named on a 15-town shortlist after hundreds of competing comunities from across the UK put their respective hats in the ring.

Craig Pennington, the co-founder and chief executive of Future Yard, who is leading on the Birkenhead Town of Culture bid, has explained how being named Town of Culture could provide a major boost to the town’s tourism numbers well beyond 2028 itself.

Mr Pennington spoke at the Wirral Council’s Tourism, Communities, Culture, and Leisure Committee shortly after the shortlist was announced. He explained that the first ever City of Culture, Derry/Londonderry, saw a 19% increase in tourism in the years that followed its time as City of Culture in 2013.

A winner for the Town of Culture is expected to be announced early next year.