Like any city with a medium to large population (Liverpool's population is 465,700, with another million in the greater metropolitan area) attempting to attract tourists, Liverpool markets itself as a modern, well-managed city that reflects English tradition and culture while also boasting of its modern amenities. With a history dating to the early 13th Century, Liverpool has carefully maintained its old architecture so that its origins are not lost in its transition to modernity. Being a port city, Liverpool also presents a mixture of old docks and modern seaside buildings.
Liverpool's greatest claim to fame, of course, is as the birthplace of the Beatles, arguably the best loved and most popular music group in history. While Beatles-related destinations definitely draw tourists, there are not many non-British or non-European tourists who make the treck solely for that purpose. Liverpool is off-the-beaten-path for most tourists traveling in Great Britain, although the Beatles draw should not be discounted.
Again, as with most cities, Liverpool actively encourages tourism through its city-sponsored website at www.visitliverpool.com, which provides information on hotels, cultural events, dining, museums, and entertainment. As the Beatles are a tourist draw, the city markets tours specifically oriented toward sites associated with Beatles songs and the lives of the band's members. There are tours and destinations with names like "Daytripper Apartment," "The Beatles Hidden Gallery," "Beatles Magic Mystery Tour," Beatles Fab Four Taxi Tours, and so on. And, of course, the city advertises the actual Penny Lane street.
In addition to the city's website, the British government also maintains a website with links to Liverpool at liverpool.gov.uk. This latter website, however, is less useful than simply going directly to www.visitliverpool.com.
The city of Liverpool manages its tourism also by providing information on transportation options, and hotel concierges are practiced in advising tourists on safer or more reliable transportation options.