This chapter explores the tension between the Beatles’ story and Liverpool, with imagery and imagination conjuring up compelling beliefs that command narratives of authority. Such heritage strategies have smacked a little of desperation, perhaps masking the changed relationship between surviving Beatles fragments in Liverpool and popular-music heritage tourism across the globe. The rhetoric of the Beatles, Liverpool, and “the ’60s, man” today represents an outdated, white, gendered, anglophone rock meta-narrative in what is now a multifaceted global popular-music (tourism) marketplace. Liverpool’s position as the authentic site for Beatles and Merseybeat tourism and a World Heritage Site has never been more precarious. How can the city continue to attract Beatles tourists as the ’60sslip away into the annals of popular-music historiography? An additional question is how the Beatles’ legacy might be explained to visitors with little knowledge of them as a global popular-music phenomenon.