It might be summer, but Liverpool City Council’s Culture Liverpool team already has Christmas in its sights.

After several years of record-breaking visitor numbers and national praise for the city’s festive programme, plans are now underway to grow Liverpool’s seasonal offer even further.

Last year’s Christmas Market at St George’s Hall drew more than 500,000 visitors across its six-week run, with a noticeable rise in overnight stays. In 2023, a quarter of visitors came from outside the North West, and 18% stayed overnight – a clear sign of Liverpool’s growing reputation as a festive destination.

To meet rising demand, the City Council’s Markets team introduced a number of new attractions last year, including:

• A Winter Artisan Market inside St George’s Hall
• A festive experience at Stanley Park
• An artisan and creators market on Basnett Street
• A seasonal market offer at Exchange Flags

All additions proved hugely popular with both locals and visitors.

Now, Culture Liverpool is exploring the introduction of a major new festive attraction at the city’s world-famous Pier Head.

Expressions of interest are being invited from experienced event organisers to develop and deliver a high-impact seasonal event at the waterfront site. Proposals should include a central, ticketed attraction – such as an ice rink, Santa’s grotto or another standout experience – that complements the existing markets and adds to Liverpool’s festive appeal.

Key criteria for submissions include:

• Designing an inclusive experience, with wheelchair access, sensory-friendly zones, clear signage, and programming for all age groups
• Thoughtful decoration that fits the setting of the Pier Head
• A strong food and drink offer with high-quality traders
• Opportunities for local and independent makers to take part on a rotating ‘pop-up’ basis
• Use of sustainable materials and environmentally friendly power sources
• Appointment of an independent Safety Officer and Event Manager, involved throughout all stages of delivery

Interested parties can find further details and submit their expression of interest via the Culture Liverpool website. Proposals should outline relevant experience, initial concept ideas, and a preliminary commercial proposal for use of the land.

The deadline for submissions is midday on Monday 28 July.

With Christmas 2025 on the horizon, time is tight. A final decision will be made by the end of August to allow organisers to move swiftly into detailed planning.

Liverpool City Council’s Cabinet Member for Health, Wellbeing and Culture, Councillor Harry Doyle, said: 

“Liverpool has firmly established itself as one of the UK’s top Christmas destinations, and we’re incredibly proud of the festive magic we bring to the city each year. 

“With more people than ever choosing Liverpool for their seasonal celebrations, we’re excited to explore new ways to make our waterfront shine even brighter. 

“There hasn’t been an ice rink at the Pier Head since 2019, so we’re calling on creative, experienced organisers to help us deliver something truly special at the Pier Head, bringing an experience which is not only in-keeping with the beautiful surroundings, but will have real visitor appeal and position Liverpool as the perfect location to get into the Christmas spirit.”

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