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.

Merseyside has seen such a surge in tourism that travel company Expedia named Liverpool one of their top ten globally trending destinations in their Unpack 2024 guide. Year-over-year search volume for trips to Liverpool has increased by 100% as travelers from the US, Canada, Australia, Norway, and Ireland pour into the city.

Expedia has appointed Reds captain Van Dijk as their new ambassador in honor of Liverpool’s rising popularity. The Dutch defender has created the ultimate travel guide, which takes you through his favorite spots in the city, including the legendary Cavern Club, which helped launch The Beatles’ career, the renowned Royal Albert Dock, and of course Anfield, where Van Dijk has lived for the past six years.

“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!”