The world-famous Strawberry Field was among three double winners at last night’s Liverpool City Region Tourism Awards.

Immortalised in a Beatles song, Strawberry Field scooped the Small Visitor Attraction award while its Imagine More Café was named Taste Café /Bistro of the Year.

The other double winners were Sunnyside Guest House in Southport – which was crowned B&B/Guest House of the Year and also collected the increasingly popular Ethical, Responsible and Sustainable Tourism Award – and Wirral’s Eureka! Science + Discovery, which won the New Tourism Business category and the Accessible & Inclusive Tourism Award.

Held at Liverpool Cathedral and delivered by Liverpool City Region’s Local Visitor Economy Partnership and the Combined Authority, the glittering awards recognised excellence across the city region’s tourism and hospitality industry during 2024.

The Beatles Story picked up the International Tourism Award, a new category which recognises businesses who provide an unforgettable visitor experience for international visitors, whilst the coveted Hotel of the Year award went to Titanic Hotel Liverpool.

The ‘Liverpool City Region Hidden Gem’ award – the only category voted for by the public and recognising the region’s best kept secret – went to Wallasey Beach Club. The lively community hub is a hotspot for water sports enthusiasts featuring kitesurfing, swimming and sailing.

The evening culminated with two special awards. The Outstanding Contribution to Tourism award went to Michael Eakin OBE – for his services as Chief Executive of the Royal Liverpool Philharmonic which is seen as a key cultural institution in the city region’s visitor economy. Cunard picked up the Special Recognition Award for their contribution to Liverpool’s cruise sector and their impact on both the visitor economy and wider city region economy. Last year the Queen Anne naming ceremony brought tens of thousands of visitors to Liverpool’s waterfront and this year the company will be celebrating its 185th anniversary of its first transatlantic service from Liverpool to North America in the city.

Other winners included Liverpool Football Club Tours & Experiences (Large Visitor Attraction of the Year), Shakespeare North Playhouse (Entertainment Venue of the Year) and Mersey Ferries’ Philip Barnes (Tourism Young Person of the Year).

The evening was hosted by Kevin Duala of BBC Radio Merseyside and guests were welcomed with a drinks reception sponsored by Liverpool Football Club with entertainment from VIP Puppets and students from LIPA.

Councillor Mike Wharton, Liverpool City Region Combined Authority Deputy Mayor and Cabinet Member for Business, Investment and Trade said:

“Huge congratulations to all the winners as well as the shortlisted businesses and individuals, at this year’s Tourism Awards. Tourism is a major economic driver in Liverpool City Region, and it is the dedication and passion of those working in the tourism sector that makes our region the world-class destination that it is – driving growth, creating jobs, and contributing billions to our economy.”

Headline sponsor of the awards were Liverpool BID Company and their Director of Strategic Partnerships and Communication, Katie Bentley, said:

“We are honoured to be able to offer our continued support for the annual awards. It’s so important to cast a spotlight on the very best in our world-famous tourism industry. It’s been such a special year and we are excited to celebrate the innovation, the commitment to audiences and the creativity on show. This is such a valuable industry that contributes so much to our local economy and international reputation.”

Associate sponsor was Liverpool ONE with category sponsors being ACC Liverpool, B&L Creative, BDO LLP, City of Liverpool College, The Guide Liverpool, Kimpton, Knowsley Safari, Liverpool Cathedral, Liverpool John Lennon Airport, London Northwestern Railway, Merseyrail, National Museums Liverpool, PIB Insurance, The Art School, Ticket Quarter, Virgin Experience Days and Wild Thang.

The awards were also supported by Cool Breeze Events, Liverpool Football Club, The Metro, MSP Global, and Punch Tarmey’s with the charity partner Local Solutions My Time.