More than 75,000 people who came to Liverpool during Eurovision in May 2023 returned to the city in the 12 months following, a new study claims. Tony McDonough reports
A new study claims Liverpool’s visitor economy continued to reap the benefits of Eurovision during the 12 months after the event.
Over a two-week period in May 2023 Liverpool went Eurovision crazy. As well as the European-wide song contest itself at ACC Liverpool, the rest of the waterfront also came to life with visitors from all over the world.
Visitor numbers were estimated to have been 300,000 more than is usual for that period, generating more than £54m for the city centre. A TV audience of 162m put Liverpool, which hosted on behalf of original host Ukraine, in the global spotlight.
In 2024 a report Commissioned by the British Council, in partnership with Liverpool City Council and the Department for Culture, Media and Sport, said the city had “revolutionised” Eurovision with observers claiming it was the best ever.
However, there were some grumbles from within the city’s hospitality and retail sectors saying most of the visitors, and resultant spend, were heavily concentrated around the waterfront, with other parts of the city centre seeing little uplift.
Now a new report, compiled by AMION Consulting on behalf of the Liverpool City Region Combined Authority and Liverpool City Council, has assessed the economic impact on the city in the 12 months following.
It found that from June 2023 to May 2024 75, there were an additional 72,454 trips to Liverpool made by people who had attended Eurovision. This was largely from UK-based visitors. It estimated this led to an additional net spend of £11.1m.
Liverpool’s director of culture, Claire McColgan, who is also assistant director – culture for Liverpool city region, said: “Evaluation and learning is always at the heart of everything we do as it informs and shapes future events.
“Eurovision 2023 remains a standout event for this city and we’re still hugely proud of how we worked in partnership with the BBC, the Government, and of course the people of Ukraine, to deliver what is quite rightly regarded as the most successful competition in the event’s history.
“These relationships continue to grow and strengthen, helping to cement Liverpool’s reputation as a global leader in major event delivery.”
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AMION’s study showed Eurovision attracted a significant number of domestic and international tourists. Based on a robust Travel Cost Method in line with Green Book guidance, it is calculated that Eurovision 2023 delivered a cultural value of £4.6m.
Liverpool City Region Metro Mayor, Steve Rotheram, added: “At a time when global events remind us of the importance of standing together, Liverpool proved that culture isn’t just entertainment—it’s soft power in action.
“Our doors remain open to the world, and Eurovision was just the beginning.”