Strawberry Field, Now and Forever

8th September, 2021

Groups can see John Lennon’s own ‘Imagine’ piano, relax in the gardens and enjoy enhanced facilities

Strawberry Field, Liverpool’s best new attraction, has appeal that satisfies the current demand for ethical tourism and, post-Covid-19, prioritises safety and accessibility for all visitors.

This tourist attraction will be present at 2021’s major travel shows, featuring at the UKInbound Convention and on the Liverpool stand at BTTS in September, ETOA’s GEM21 in October and ReLaunch22 in November.

This is the place that inspired John Lennon’s 1967 hit, “Strawberry Fields Forever”, and its core markets are people seeking heritage and tranquillity, Beatles fans and the local community. The original Strawberry Field, a children’s home run by The Salvation Army, was the inspiration for the song and a beautiful place where young John played and absorbed a sense of peace he never forgot. Guests can even see the actual piano on which John composed and recorded “Imagine”, his great anthem for humanity, in 1971. The piano is part of the permanent exhibition about John Lennon, his music and Strawberry Field, which has media guides in multiple languages.

The 50th anniversary of “Imagine” falls this year, which adds extra appeal. A riveting feature of the exhibition, the upright Steinway, was owned by the late George Michael, who bought it and used it as a peace symbol on his world tours. Part of the George Michael estate, it is on long-term loan to Strawberry Field.

The Salvation Army still owns and manages the site, but the former children’s home has given way to an award-winning visitor centre. The serene gardens where visitors can relax and reflect provide a contrast to the exhibition’s rich array of images and filmed interviews from witnesses to the story, including John’s sister Julia Baird, Honorary President of Strawberry Field.

This is a must for any Beatles fan, but also for fans of responsible tourism and an environment of wellbeing. Profits from the visitor centre help to fund the onsite training hub, which supports those with learning difficulties or other barriers to employment to find work.

Strawberry Field is arguably one of the most advanced attractions in accessibility in the UK. Facilities include new tours for the visually impaired, equipment to support the hard of hearing, full wheelchair access, a Changing Places toilet of 12 square metres - one of only several in the country - and all video content has added captions.

The Imagine More Café, with both indoor and outdoor seating, serves food sourced in the area. The shop includes exclusive locally-designed Strawberry Field merchandise.

Julius Wolff-Ingham, Fundraising and Marketing Director for The Salvation Army, says:

“Strawberry Field weaves together educational, cultural, heritage and spiritual exploration in one bold, imaginative site. It’s a vibrant visitor experience, which we hope will inspire people today as much as the place inspired the young John Lennon.” 

To find out more, contact:

Ginette Goulston-Lincoln, Travel Trade Consultant Tel:  +44(0)7958 448 002

or visit:

"It’s a wonderful idea that The Salvation Army is going to cultivate youngsters in the precious soil of Strawberry Field."

Julia Baird, Honorary President