The focus is back on the region’s tourism stars as entries open for the Liverpool City Region Tourism Awards 2025, a celebration of the people, places and experiences that make our visitor economy world-class.

This year’s ceremony will take place at Liverpool Cathedral on Thursday 5 March 2026, where the spotlight will shine on those businesses and individuals driving excellence across the tourism and hospitality sector.

With 20 categories, the awards highlight every part of the tourism industry, from places to stay and visit, to food, drink, events, and experiences. Categories include Hotel of the Year, Pub of the Year, Experience of the Year, and Regenerative Tourism.

Returning for 2025 are the Accessible and Inclusive Tourism Award and the International Tourism Award, both of which helped last year’s winners go on to take Gold at the national VisitEngland Awards for Excellence.

The Awards’ Independent Tourism Business category also returns, celebrating the variety of businesses across the city region, offering a chance to shine a light on the creativity, character and differences which make Liverpool City Region truly stand out.

This year’s public vote will highlight the city region’s talent for hosting brilliant events and festivals. From major city-wide celebrations to local community gatherings, the new category, Event or Festival of the Year, will recognise the very best.

Natalie Wyatt, Managing Director of the Liverpool City Region Destination Partnership, said:

“Liverpool City Region is bursting with energy, creativity and world-class experiences, and our tourism sector is at the heart of it all. These awards are a celebration of the people and businesses who bring that spirit to life every day. This year, we’re casting the net wider than ever before. We’re welcoming fresh voices and encouraging greater representation from Black, Asian, and Minority Ethnic-led businesses across the region. We’re also inviting emerging talent and first-time entrants to step forward and be celebrated.

“These awards are much more than just a celebration, they are a launchpad. With 15 categories feeding directly into the VisitEngland Awards for Excellence, this is a unique opportunity for our local businesses to gain national recognition and showcase their brilliance on a bigger stage. I strongly urge every eligible business to apply, share their story and be part of something that not only celebrates our region’s achievements but helps shape its future on the national stage.”

The judging process, apart from the public vote category, includes two rounds. An independent panel of experts from across the industry ensures a fair and rigorous evaluation.

The latest figures show that Liverpool City Region welcomed over 60 million visitors, generating more than £6 billion for the local economy annually, demonstrating the region’s growing appeal as a top UK destination and its vital role in driving economic growth.

Councillor Mike Wharton, Deputy Mayor and Cabinet Member for Business, Investment and Trade, said:

“Tourism brings our city region to life. It fuels our economy, supports thousands of jobs and showcases the very best of who we are. These awards are a brilliant opportunity to shine a light on the people and businesses who go above and beyond to create unforgettable experiences for visitors. I encourage all tourism businesses, whether big or small, to step forward and be part of this celebration of excellence, creativity and pride in our region.”

Returning as headline sponsor for the fifth year is Liverpool BID Company, with Liverpool Football Club confirmed as associate sponsor.

Bill Addy, Chief Executive of Liverpool BID Company, said:

“As headline sponsor, we are proud to support an event that not only rewards excellence but inspires ambition, innovation and pride across the sector. We cannot wait to see the stories, successes and standout talent that this year’s awards will uncover. Tourism is one of the most powerful expressions of what makes Liverpool so special, our people, our culture and our unmistakable sense of place. The Liverpool City Region Tourism Awards are a chance to celebrate that spirit and to champion the businesses that make our visitor experience world-class.”

Category sponsors include ACC Liverpool, BDO LLP, Bolland & Lowe, Kimpton, Knowsley Safari, Liverpool BID Company, Liverpool Cathedral, Liverpool John Lennon Airport, London Northwestern Railway, Merseyrail, National Museums Liverpool, PIB Insurance, The City of Liverpool College, The Guide Liverpool, Ticket Quarter, Virgin Experience Days and Wild Thang.

Key dates for the 2025 awards:

• 10 July 2025 – Applications open.
• 13th August 2025 – online Applicant Workshop, 10am-11am
• 11 September 2025 – Applications close, followed by the first round of judging.
• 16 October 2025 – Shortlist announced, followed by second round of judging and mystery shop evaluations.
• 5 March 2026 – Tourism Awards Ceremony takes place at Liverpool Cathedral.

For a full list of categories and to submit your entry, visit: https://lcrtourismawards.co.uk/