The Beatles Story

The Beatles Story

Booth No. 999

"The award-winning Beatles Story is the world's largest permanent exhibition devoted to telling the story of The Beatles rise to fame. Located in the Fab Four’s hometown of Liverpool, England on the stunning UNESCO World heritage waterfront at the Albert Dock, The Beatles Story takes visitors on an immersive journey through the lives, times, culture and music of The Beatles.
Our Pier Head second site houses an exhibition partnered with The GRAMMY Museum in L.A; The British Invasion: How 1960s beat groups conquered America, featuring a selection of artefacts from British and American musical influencers of the 1960s, including never-seen-before memorabilia and photographs and an interactive drum lesson with Ringo Starr. 'The Beatles Hidden Gallery', is an exclusive, unique exhibition of previously unseen photographs of The Beatles.
In 2016, we welcomed over 252,000 visitors from around the world. Our target market is international (77% of visitors in 2016 were from outside the UK) and we provide a service to suit with audio guides in ten languages (English, Spanish, German, French, Italian, Russian, Japanese, Polish, Mandarin and Brazilian Portuguese).
Our approach to digital and social media is a key part of our marketing strategy and we encourage visitors using these platforms to engage with us, recognising the importance of keeping our website and digital channels updated with fresh, relevant information. We engage with ambassadors in our key international territories to share news stories, source international news and share stories and posts to enable maximum reach and engagement.
In 2015 we celebrated our 25th anniversary and a recently commissioned economy report revealed that since we opened in May 1990, we have welcomed 4 million visitors through our doors, boosting Liverpool’s economy by £300 million. A recent city economy report revealed that The Beatles is worth over £81 million to the city of Liverpool.
Our key products include:
The Beatles Story: An experience rather than a museum, with no other similar attraction in the world. Visitors travel back in time to experience the very places that helped make The Beatles the greatest band in the world with replicas of the Casbah, Mathew Street and The Cavern and insights into their solo careers, all within the hometown of the Fab Four.
The British Invasion: How 1960's beat groups conquered America: An exhibition co-curated with the GRAMMY Museum in L.A which opened in November 2014 in the Pier Head site, featuring never-seen-before memorabilia and photographs from the British Invasion, showcasing how 1960's British artists conquered America.
Fab4 Stores: These can be found at both sites (Albert Dock and Pier Head) and have one of the largest collections of official Beatles merchandise and souvenirs in the world.
Fab4 Cafes: The Fab4 cafes at the Albert Dock and Pier Head are proving extremely popular with visitors to Liverpool. With free Wi-Fi, the cafes offer a true Liverpool welcome and a relaxing end to a visit to the Beatles Story whilst listening to background music from the world’s greatest band."


"Britannia Vaults, Albert Dock Albert Dock"
L3 4AD Liverpool
United Kingdom

Product Groups

  • Town Sightseeing Tours/ Walks