As a proudly Liverpool-based creative agency, we were thrilled when we heard the news this week – yes, Liverpool has been successful in its bid and will be hosting the 2023 Eurovision song contest in May next year on behalf of Ukraine!

Of course this is great news for the nation as a whole – but what will hosting this colourful contest mean specifically for the people of Liverpool and the city’s growing economy, as well as thousands of independent businesses in the region?

An iconic city of culture

We’re biased, of course – but as soon as we heard that Liverpool was in the running for the honour of hosting the prestigious Eurovision song contest, we knew it was the perfect choice.

Liverpool’s rich cultural history and diverse heritage includes strong musical connections – birthing world-famous bands and artists from the Beatles and Gerry & The Pacemakers to Cilla Black and Elvis Costello. There’s so much to see and do, too – including visiting historic sites and museums, taking to the Mersey in a ferry or boat, stadium tours, exploring Albert Dock and shopping your socks off at Liverpool One. For those wanting to sample the best in regional food and drink we’re also well-stocked with eateries, coffee shops, vibrant bars and clubs dotted throughout the city’s charming quarters. It’s a loud and proud place known for its hustle and bustle and multi-faceted cultural landscape, from hippie markets and hipster microbreweries to quirky cafes and vibrant markets. It’s not just the city itself that will delight and excite Eurovision fans – great transport links connect newcomers to the charming rural surrounding areas and attractions Liverpool has to offer such as the nature reserve at Formby and Crosby’s iconic art installation by Anthony Gormley.

Liverpool is well-used to hosting millions of tourists from all over the world each year and extending a famously warm welcome – so it’s a particularly sound choice to host the upcoming Eurovision song contest. A destination with excellent facilities, nightlife, entertainment and attractions for all – it’s sure to be a hit with the fans who often spend several days in the host city as they attend the event.

What will hosting the Eurovision mean for Liverpool?

The announcement’s only just been made – but already Liverpool has big plans for the upcoming Eurovision, which we are of course hosting on behalf of Ukraine in light of the ongoing conflict. Over 10,000 people will be involved in the organisation and execution of the week-long celebrations, with many additional activities and events planned that surround the main attraction itself, including street parties and interactive games situated around the city.

It’s no surprise that the event will be a collaborative effort between the two nations, with a focus on integrating this year’s winners Ukraine within every aspect of the show. Planned as part of the programme include an art exhibition showcasing Ukrainian and Liverpool-based artists, working closely with Odesa, our sister city in Ukraine. Statues and monuments across Liverpool will be dressed in traditional Ukrainian head-dresses called vinoks, whilst there will also be a city-wide game of hide-and-seek involving cut-outs of 1993 Eurovision runner-up Sonia. The event itself will be held at the M&S Bank Arena (formerly and perhaps best known as the Echo arena), which is within walking distance of the main city centre and its many hotels, food outlets and drinking spots as well as hundreds of shops.

In Liverpool we all like to get involved and there’s a strong community spirit, so you can be sure that the entire city will be running Eurovision-themed parties, offers and celebratory events to mark the occasion.

How will the Eurovision boost Liverpool’s economy?

After a tough couple of years, the hospitality industry in the UK is finally recovering – and Liverpool is no exception. Although we lost a few independent eateries, bars and coffee shops during the pandemic, many are now flourishing once again with a renewed stream of revenue from local and regional visitors alike. The upcoming Eurovision is sure to further bolster the local hospitality sector in Liverpool – with an estimated £30 million boost expected.

Visitors to Liverpool account for around 47% of the economy, so the upsurge in tourists pouring into the area for the Eurovision is expected to result in a positive long-term impact for the city. Demand for hotels and accommodation in the area has already skyrocketed since the announcement – with the cheapest rooms for Eurovision week starting at £600 on Some accommodation is being listed for a whopping £4000 a night.

The benefits aren’t isolated within the hospitality sector, however, and retailers can also grab a slice of the action with special offers, Eurovision-themed displays and competitions. Bill Addy, chief executive of Liverpool Business Improvement District, predicted a significant upturn in takings for local businesses, explaining: “Liverpool’s visitor economy is buoyant and has been recovering post-pandemic. We were worried about what was going to happen this autumn and we are still are very seriously concerned about the impact of cost-of-living increases. This is such a significant boost. It will be a boost for not just the city centre but the whole city region.”

Get ready for Eurovision with Candy Marketing

May’s 67th Eurovision Song Contest promises to bring countless opportunities for Liverpool-based businesses. The benefits won’t just be felt by those in the hospitality industry, though. Other types of businesses in the city should also look to capitalise on this prestigious and world-renowned event. If you want to claim your slice of the £15-30 million revenue estimated to be spent in the city throughout the event, the time to make a start is now!

From a website refresh or new brand to SEO and digital marketing services, we can help you to harness the increased exposure Eurovision will bring and polish every platform to ensure you can make the most of this once-in-a-lifetime opportunity.

As Liverpool Mayor Joanne Anderson put it: “Nowhere throws a party quite like us. The people, communities & businesses of our city are ready to put on a show – for Ukraine, the UK & for Europe.” We couldn’t agree more!

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