Wirral's visitor economy grew by 2% in 2025, reaching an estimated £547.5m, according to new figures that highlight a major boost for the borough's tourism industry.
The latest independent STEAM (Scarborough Tourism Economic Activity Monitor) data, a widely used economic evaluation model, shows the rise in Wirral coincides with growth across the Liverpool City Region, where the visitor economy reached a record £6.834 billion.
Council leaders welcome tourism growth
Cllr Jenny Johnson, chair of Wirral Council's tourism, communities, culture, and leisure committee, celebrated the figures. She 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, Cllr Jerry Williams, Wirral Council's heritage champion and vice chair of the committee, said there is still a lot of work to be done. He explained Wirral needs to encourage Liverpool visitors to come and spend some time on the other side of the Mersey, adding: "We have a great story to tell, and we've still got a lot to achieve."
Town of Culture bid and UNESCO status
The outcome of Birkenhead's bid to become the UK's first ever Town of Culture in 2028 will also impact the borough's earning potential. Birkenhead is on a 15-town shortlist after hundreds of communities from across the UK put forward bids.
Craig Pennington, co-founder and chief executive of Future Yard, who is leading the Birkenhead Town of Culture bid, explained how being named Town of Culture could provide a major boost to the town's tourism numbers well beyond 2028 itself. Speaking at Wirral Council's tourism, communities, culture, and leisure committee shortly after the shortlist was announced, he noted that the first ever City of Culture, Derry/Londonderry, saw a 19% increase in tourism in the years following its 2013 tenure.
Birkenhead Park's UNESCO World Heritage Site status could also be a key factor in Wirral's tourism pull. A winner for the Town of Culture is expected to be announced early next year.
