Liverpool is set to unveil a major new Beatles visitor attraction in 2028, significantly expanding on the existing Beatles Story museum. The project, endorsed by former band members Paul McCartney and Ringo Starr, aims to create a comprehensive, multi-hour experience tracing the band’s history and legacy.
The new facility will occupy the former St John’s Market building, which has been empty since 2024, and will be nearly four times larger than the current 9,200-square-metre museum located at Liverpool’s Royal Albert Dock. Ownership of the attraction will transfer to the Beatles’ company, Apple Corps, marking the Beatles Story as the band’s first official museum in their hometown.
In addition to the museum’s relocation, Apple Corps will take over St Johns Beacon, Liverpool’s second-tallest building. The 138-metre tower, also unused since 2024, will be repurposed as a distinct attraction themed around the Beatles’ animated film Yellow Submarine. Together, these venues will create an immersive environment that includes recreations of key locations from the band’s career, such as their childhood homes, the Cavern Club, Hamburg nightclubs where they performed early in their career, Abbey Road studios, Shea Stadium in New York, and the rooftop at 3 Savile Row where their last concert took place in 1969.
Paul McCartney expressed his excitement about the development, calling it “incredible and humbling” that interest in the band’s story endures. He credited Liverpool as an integral part of the Beatles’ identity. Ringo Starr highlighted the city’s ongoing musical heritage and welcomed the expansion as a continuation of the band’s cultural influence.
A new charity, the Apple Corps Liverpool Trust, will channel a portion of ticket sales into supporting local musicians, aiming to foster the next generation of talent. Liverpool Mayor Andy Burnham praised the initiative for its ambition and its potential to generate jobs and opportunities, pushing Britain's cities to capitalize on their unique cultural strengths. Steve Rotheram, mayor of the Liverpool City Region, described the project as elevating Liverpool’s global appeal and creating a world-class destination that would draw millions of visitors annually.
The project is a collaboration between Apple Corps, Liverpool city council, and the Liverpool City Region Combined Authority, with unspecified government backing. Financial details and specific partnership arrangements have not been disclosed.
Tom Greene, chief executive of Apple Corps, likened the development to landmark music tourism sites such as Elvis Presley’s Graceland and Dolly Parton’s Dollywood. Greene is also overseeing another Beatles-related project: the upcoming renovation of 3 Savile Row, which will open next year as a seven-floor museum including access to the rooftop and a recreation of the band’s Let It Be recording studio.
The Beatles continue to be a significant draw for Liverpool’s tourism sector, with research from 2016 estimating that the band contributes approximately £82 million annually to the local economy. The new attraction aims to deepen that impact and solidify Liverpool’s status as a pilgrimage site for Beatles fans worldwide.