Travel trade and groups


'Gates Open for FITs and Groups'


We have now re-opened! Tickets must be booked in advance here and you can read about our Covid safety measures here.

Ginette Goulston-Lincoln, our Travel Trade Consultant is on hand to discuss your travel programmes for groups and FITS for 2021/2022 and beyond. Please contact Ginette on or +44(0)7958 448 002. Find out more about measures we will take to keep you safe during your visit once we can re-open.

*Please note, all group images were taken pre Covid-19 restrictions

About Strawberry Field

Strawberry Field, the site immortalised by John Lennon in The Beatles hit, ‘Strawberry Fields Forever’, opened its iconic red gates to the public for the first time in September 2019. Previously the site of a Salvation Army children’s home where the young John Lennon played in the grounds, it now serves as a unique addition to Beatles tourism. Complete with a visitor exhibitioncaféshopgardens and – with responsible tourism at its heart - the Steps at Strawberry Field programme that works to continue the tradition of giving back to the local community. 

Strawberry Field, one of The Guardian’s Fab Finds of the Year (Dec 12 ’19 Guardian Travel), was also recognised as one of the best-loved attractions in the UK when announced as Tourist Attraction of the Year at the inaugural inews Staycation Awards November 2019 and was commended in the Neighbours and Employees category for WTM Responsible Tourism Awards 2020. The Strawberry Field site weaves together educational, cultural, heritage and spiritual elements in one site to continue inspiring future generations to come. 

We look forward to discussing your requirements.



Responsible Tourism

Steps at Strawberry Field comprises of four person-centred programmes offering employment, work experience, volunteering and training opportunities. Remaining true to the tradition of giving young people every best chance to succeed in life, Strawberry Field is perpetuating this legacy of care and support through these programmes which include the Steps to Work training and work placement programme for young people with learning difficulties and other barriers to employment. By visiting Strawberry Field, your groups and FIT’s are directly contributing to our community work.

Visitor Highlights

'Imagine' Piano


Brand new for October 2020, Strawberry Field is now home to the piano that John Lennon used to compose, and record Imagine. On loan for the foreseeable future from the estate of the late George Michael, the piano was unveiled to mark what would have been John Lennon’s 80th birthday. Purchased by the singer-songwriter back in 2000, Michael both composed on and played the piano, which can be heard on the title song of his Patience album. It was always his intention that the iconic musical instrument should be taken to Liverpool to be enjoyed in Lennon’s home city, making the loan a real homecoming for this important piece of musical history.



  • Archival footage, photographs and timelines to showcase the history and heritage of Strawberry Field and the story of John Lennon.
  • The original iconic Strawberry Field gates, housed in the garden.
  • A chance to escape into the historic gardens, where a young John Lennon played as a child.
  • Included in the exhibition are interviews with John Lennon’s sister Julia Baird, who is  Honorary President of Strawberry Field, alongside a moving testimony from those who lived, worked and played at the site.
  • Specialist media guides to totally immerse guests through the exhibition and gardens, available in French, Spanish, Brazilian Portuguese and Mandarin.
  • The ‘Imagine More’ Café, a welcoming indoor and outdoor space that offers delicious dishes made with ingredients sourced from local producers.
  • Looking to the future, Strawberry Field has planning permission for the installation of a uniquely designed bandstand in the gardens. 

Strawberry Field is a totally unique and authentic experience that offers a window into John Lennon’s childhood and the origins of one of The Beatles best-loved songs. The award-winning heritage attraction also boasts the historic Strawberry Field gardens, offering a leafy oasis for visitors looking to relax in nature away from the city streets.



Group Features

  • Groups are parties of 10 or more. 
  • Group organiser/leader/driver admitted free of charge.
  • Coach drivers and group leaders receive a free hot drink.
  • Groups can spend anything from 1 – 1.5 hours exploring exhibition, shop, gardens and café.
  • Dedicated staff to organise all aspects of your visit.
  • Private tours are available on request.
  • Team assisted media guided tour available on request. Before your group’s visit please give us notice if you have anyone in your group who requires assistance with a device lead tour.
  • Coach drop off / pick up at site.
  • Local coach parking is available. Visitors can be dropped off via a lay by at the gate, however coaches must park elsewhere. We recommend driving down Beaconsfield Road, turning left at the traffic lights and continuing down Menlove Avenue past the residential area, 400 yards on the left. We ask that you please be respectful to our neighbours when parking. 


Tickets and pricing


April 1 2021-31 March 2023

Visitor Experience Strawberry Field, Liverpool

Public Rates

Pre-Booked Groups








Fully commissionable to the travel trade, groups and FITs. For special travel trade commission rates and flexible bespoke packages for FIT/group bookings and to arrange contracts please contact Ginette. Terms & Conditions apply. We offer flexible booking arrangements.VAT/purchase tax is inclusive. 

  • Students under 16 years and children are admitted free with a paying adult. All children must be accompanied by an adult.
  • School/High School groups charged at the concession rate.
  • Drivers, leaders and carers are admitted free of charge.
  • All groups must be pre-booked.  Admission rate includes media audio guide available in English, Brazilian Portuguese, French, Mandarin and Spanish.


Additional information

Closed on Mondays, except for private group visits.

Strawberry Field is closed on December 25th, 26th and January 1st each year.



Strawberry Field is open and accessible to everyone, thanks to a number of impressive features. Find out more here and contact us if you'd like to discuss any specific needs.


Average duration

1 hour - 1 hour and 30 minutes



Beaconsfield Road, Woolton, Liverpool L25 6EJ

Strawberry Field is a 20-minute taxi ride from Liverpool city centre and a short walk around the corner from Mendips (John Lennon’s childhood home). We are currently working on a self-guided walk of the local area of Woolton. Any questions please let us know.

"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