Virgil van Dijk is representing Liverpool on and off the pitch as the Reds captain has taken on a new role with travel brand Expedia, as tourism to the city is booming

Liverpool is experiencing a tourism boom, and Virgil van Dijk knows why.

Liverpool was included as one of the top ten worldwide trending locations in Expedia’s Unpack 2024 book, a testament to the tourist boom in Merseyside. As tourists flock to Liverpool from the US, Canada, Australia, Norway, and Ireland, the number of searches for visits to the city has climbed by 100% year over year.

Given Liverpool’s growing popularity, Expedia has named Reds skipper Van Dijk as their new ambassador. The iconic Cavern Club, which helped kickstart The Beatles’ career, the famous Royal Albert Dock, and of course Anfield, where Van Dijk has resided for the past six years, are just a few of the places the Dutch defender has highlighted in his ultimate travel guide.

“Travel is a real passion of mine,” said Van Dijk.

“We visit so many cities through football, but don’t get to fully immerse ourselves in them, so any time off I get, I am always looking to head out on an adventure with my friends and family. That’s why I am excited to be partnering with Expedia, as we both believe that we are all made to travel.”

As well as the historical sites and of course the football, Van Dijk’s travel guide to the top 10 things to do in Liverpool – which has been curated with the help of some of his teammates – also includes a visit to the new luxury five-star Municipal Hotel and Spa on Dale Street, the independent restaurants and bars of Lark Lane and the immersive culture, gaming and art of Cains Brewery Village.

Van Dijk hopes the guide will lead to an even greater increase in tourism to Liverpool, while he’s also got his eye on a few trips of his own too.

“The football calendar is incredibly busy of course but one day in the future I’d love to visit Japan, a country I am fascinated by. I’m a big fan of city breaks too. I love exploring new cities and cultures with my family,” he said.

“I love many cities including Amsterdam and Paris, but Liverpool of course for me holds such a special place in my heart which is why I’ve been excited to curate my Liverpool travel guide with Expedia. I hope it helps future visitors to this great city!”