A “Beatles Voyage”? Liverpool Eyes Massive Immersive Gig to Rival London’s ABBA Arena

Published on December 1, 2025

Imagine standing in a purpose-built arena on the banks of the River Mersey. The lights dim, the roar of a 1960s crowd fills the air, and suddenly, John, Paul, George, and Ringo—frozen in their prime—step onto the stage. They aren’t just grainy archival footage; they are hyper-realistic digital avatars, performing She Loves You with the same energy that conquered the world half a century ago.

This isn’t just a fan’s daydream. It is the ambitious vision of Liverpool City Region Metro Mayor Steve Rotheram, who has revealed plans for a “massive immersive gig” designed to rival London’s smash-hit ABBA Voyage. The proposal, which aims to cement Liverpool’s status as a global music capital, comes with a controversial twist: it could be funded by a new tax on tourists.

The “Voyage” Effect: Why Liverpool Wants In

The inspiration for this project is clear. In London, ABBA Voyage has revolutionized the concert industry. By generating digital “ABBAtars” of the Swedish pop icons, the show has sold over a million tickets, proving that fans will pay premium prices to see their heroes perform, even if those heroes are made of pixels.

Mayor Rotheram believes Liverpool is uniquely positioned to replicate—and perhaps surpass—this success. As the birthplace of The Beatles, the city already draws millions of pilgrims annually to Mathew Street and The Cavern Club. However, a dedicated, high-tech immersive residency could transform these visitors from day-trippers into long-stay tourists.

“Since 2017, I’ve been looking at ways in which we might be able to deliver something similar but not identical to the ABBA Voyage experience,” Rotheram told the Liverpool City Region Combined Authority. “Just imagine if we could do something that features perhaps a local four-piece beat combo that did okay from these parts?”

The goal is to create an “international destination of choice”—a permanent attraction that compels music lovers from Tokyo, New York, and Rio to book a flight to the Northwest of England.

Funding the Dream: The “Tourist Tax” Debate

Ambition costs money, and the technology behind a show like ABBA Voyage (which cost £140 million to develop) is not cheap. To bridge the gap, Rotheram is championing a new visitor levy, commonly known as a “tourist tax.”

Following the UK government’s recent budget confirmation, regional mayors will soon have the power to introduce a levy on overnight accommodation. While currently, Liverpool operates a small Business Improvement District (BID) levy of roughly £2, the new powers could allow for a more significant, region-wide charge.

Rotheram argues that a “modest” fee could generate approximately £17 million annually for the city’s visitor economy. “If you go abroad, there’s always a local tax of some sort,” he explained. “People come here, and we haven’t had the facility to have a revenue stream… this is the way to do it.”

The proposal is to ring-fence every penny raised for cultural projects. This means the tax you pay on your hotel room would directly fund the festivals, street cleaning, and potentially, the development of the Beatles immersive arena.

Building on a Legacy of “Immersive” Success

Liverpool is no stranger to the power of immersive entertainment. The city has successfully hosted major events that blend technology with heritage, proving the local appetite for spectacle is voracious.

• Cream Classical: The legendary dance brand regularly sells out Liverpool Cathedral and the Pier Head, blending live orchestras with laser shows that celebrate the city’s clubbing heritage.
• Beyond Van Gogh: The immersive art exhibition at the Exhibition Centre Liverpool welcomed over 60,000 visitors, demonstrating that digital art can draw massive crowds.
• The Light Before Christmas: The annual light show at Liverpool Cathedral has become a staple of the festive calendar.

A Beatles experience would be the jewel in this crown. It would require a venue capable of housing the advanced projection and audio technology needed to suspend disbelief. Speculation naturally turns to the Pier Head or perhaps a redevelopment within the Ten Streets creative district as potential homes for such a landmark.

What This Means for Travelers

If the plans go ahead, a trip to Liverpool in 2026/2027 could look very different.

• The Cost: You might see a slight increase in your hotel bill—likely a few pounds per night. However, city officials argue this is a standard practice globally (think of the city taxes in Rome, Paris, or New York) and ensures the city remains vibrant.
• The Experience: You would gain access to a world-first attraction. Instead of just looking at John Lennon’s piano in a museum, you could “watch” him play it live.
• The Vibe: The revenue would also support a broader calendar of free cultural events, potentially making the city livelier and safer for tourists.

The Verdict: A Bold New Beat?

There is an undeniable logic to the plan. The Beatles are Liverpool’s most potent global brand, yet the city has arguably never fully exploited the potential of modern technology to bring their story to life for a new generation.

While the “tourist tax” may ruffle feathers among budget travelers and hoteliers fearing a price hike, the promise of a world-class attraction offers a compelling trade-off. If Liverpool can pull off a Beatles Voyage, it won’t just be looking back at its golden past; it will be projecting it, quite literally, into a dazzling future.