Strawberry Field shortlisted as Finalist at British Youth Travel Awards

Strawberry Field, the iconic Liverpool heritage site forever immortalised by John Lennon, is delighted to be a finalist for the Ethical, Responsible, Sustainable Tourism Award at The British Youth Travel Awards 2024.  

The British Educational Travel Association represents some of the biggest and best known businesses in the youth, student and educational travel industry, spotlighting remarkable achievements through its annual awards. These accolades not only bring recognition but also elevate the profile of organisations like ours, showcasing the impactful work being delivered across the sector.

Responsible tourism is at the very heart of Strawberry Field’s ethos. Reaching the shortlist for the award is in recognition of our dedication to responsible tourism and wellbeing, setting high standards and ensuring every visitor can enjoy the tourism attraction in a way that is mindful of both people and planet.  

Profits from every penny spent by visitors to the visitor attraction go towards supporting young adults into paid employment and providing a place of sanctuary to all who step beyond the famous red gates.

In September, Strawberry Field celebrated the 5th anniversary since opening its gates to the public for the first time. In that time, at the heart of Strawberry Field’s success have been the transformative Steps at Strawberry Field programmes which over the past five years have supported almost 300 people into paid employment, higher education and meaningful volunteering roles. The core Steps to Work initiative empowers people with learning difficulties or barriers to employment, guiding them towards meaningful careers, making a lasting impact on their lives and the wider community.  Impressively, over 40% of Steps to Work graduates achieve paid work, surpassing the national average of 4.8% for adults with learning difficulties. 
 

“This opportunity has helped me with everyday life…If it wasn't for the Strawberry Field team I wouldn't be who I am today.” Aisling - Steps to Work programme trainee. 

We are proud to employ many of our graduates and have enhanced our visitor experience with accessible features catering to a wide range of needs.  Strawberry Field has housed in a purpose-built environmentally-friendly building and the team focuses on developing sustainable business practises.
 

Sue Harvey, Commercial Manager at Strawberry Field said, "We are thrilled to have been selected as a finalist in the BETA Ethical, responsible and Sustainable award category. Alongside the Steps to Work programme and our commitment to our trainees, the  team share a passion in providing a unique experience for all guests that visit Strawberry Field. We are passionate about creating experiences that are rarely available within visitor attractions – ensuring that our guests are aware that all profits are helping someone to achieve their full potential."