Liverpool is set to expand its tribute to the Beatles with a major new visitor attraction scheduled to open in 2028, officials announced Tuesday. The project aims to elevate the city’s connection to the band, positioning it alongside iconic music tourism sites such as Elvis Presley’s Graceland and Dolly Parton’s Dollywood.
Apple Corps Ltd., which manages the Beatles’ business interests, plans to relocate and significantly enlarge the existing Beatles Story museum. The new facility will occupy the former St. John’s Market building, a 100,000-square-foot space located in the heart of Liverpool, opposite Lime Street train station. The move from the current docklands location is designed to leverage the central site’s accessibility and visibility.
According to Apple Corps, the revamped attraction will utilize immersive technology, original Beatles artifacts, and detailed reconstructed sets to chronicle the band members’ journey from their working-class childhoods in postwar Liverpool to their early performances in Hamburg’s clubs and eventual rise to global superstardom during the height of Beatlemania. Elements from director Sam Mendes’s forthcoming series of four Beatles biopics will be incorporated, featuring recreations of Liverpool’s Cavern Club, London’s Abbey Road studios, and New York’s Shea Stadium, where the band famously performed in 1965.
Adjacent to the museum site, the St Johns Beacon—a 400-foot former radio tower—will also be transformed into a Beatles-themed tourist attraction. Drawing inspiration from the band’s song and animated film “Yellow Submarine,” it will offer panoramic views of the city.
Tom Greene, chief executive of Apple Corps, emphasized the significance of creating a world-class Beatles destination in Liverpool, the band’s city of origin. He noted that a portion of the attraction’s ticket sales will help fund a local charity dedicated to supporting emerging artists in Liverpool.
The initiative received public support from the two surviving Beatles, Paul McCartney and Ringo Starr. McCartney highlighted the integral role Liverpool played in the band’s success and expressed enthusiasm for fans being able to engage more deeply with their story. Starr affirmed the city’s enduring status as a hub for music.
This announcement follows previous plans by Apple Corps to open a Beatles fan experience in late 2027 at the band’s former London headquarters on Savile Row. That location is notable for hosting the Beatles’ final public rooftop performance in 1969. Meanwhile, Mendes’s quartet of films—starring Harris Dickinson, Joseph Quinn, Paul Mescal, and Barry Keoghan as the respective Beatles members—are scheduled for release in April 2028.
The Beatles’ legacy has been a driving force behind Liverpool’s cultural revival, helping to rejuvenate the city’s economy after decades of decline following the closure of its docks. Mike Jones, a Beatles expert at the University of Liverpool, acknowledged that the combination of new films and attractions will attract an influx of visitors. However, he cautioned about the potential over-commercialization of the city, warning against what he described as the “Disneyfication” of Liverpool and the Beatles.
Jones also stressed the importance of presenting a comprehensive narrative about the band’s relationship with Liverpool, suggesting that much of the story remains untold and deserves greater exploration.