ANFIELD STADIUM’S AWARD-WINNING VISITOR EXPERIENCE SHOWCASES LIVERPOOL’S TOURISM EXCELLENCE

Liverpool FC’s Stadium Tours & Experiences has earned the prestigious title of Large Visitor Attraction of the Year at the Liverpool City Region Tourism Awards, highlighting Anfield’s role as a world-class destination.

This recognition underscores the club’s contribution to Liverpool’s thriving tourism economy, setting a benchmark for excellence in visitor experience, engagement, and innovation.

The awards, hosted in collaboration with the national VisitEngland Awards for Excellence, celebrate outstanding contributions to the region’s tourism sector. At the heart of the Stadium Tours & Experiences team’s success is its dedicated team of tour guides, whose storytelling expertise brings Liverpool FC’s rich history to life. The judges commended their ability to captivate visitors with behind-the-scenes insights, enhancing the emotional connection between the club, the city, and its supporters.

Another key factor in the recognition is a commitment to enhancing visitor experience through innovation. The recent transformation of the LFC museum integrates state-of-the-art immersive technology, allowing visitors to explore the club’s journey from its humble beginnings to its status as one of football’s most historic teams.

Fans who take part in the stadium tour can enjoy complimentary multimedia guides, which translate content into 13 languages: Arabic, Brazilian Portuguese, Dutch, English, French, German, Indonesian, Italian, Japanese, Mandarin, Norwegian, Spanish and Thai.

In 2024, nearly 400,000 visitors took the Anfield tour, reinforcing its status as a major attraction. The tour’s continued success has been further validated with a TripAdvisor Travellers’ Choice Award and the UK’s Best Landmark title at the Tiqets Remarkable Venue Awards 2024.

Paul Cuttill, vice president of stadium operations at LFC, emphasised the