Following the global spotlight on Britain during the historic Coronation of King Charles III, music lovers from around the world now turn their attention to Britain as Liverpool hosts the Eurovision Song Contest on behalf of Ukraine. While 100,000 visitors are expected to visit Liverpool for the week of Eurovision, 160million people are expected to tune into Eurovision. 2023 is a perfect opportunity to showcase not only Eurovision’s host city, ‘capital of Pop’ Liverpool, but spotlight Britain’s wider musical heritage. From the Liverpool of the swinging ‘60s to Glasgow’s sightseeing music tours, visitors can discover a world of music experiences in Britain this year. Britain has long held a reputation for world-class music of all different genres.
- Our research shows that 2.8 million visits to the UK include a live music event, with those visitors spending a total of £3billion on their trips.
- Almost half of global travellers associate UK with music.
- Home to three UNESCO cities of music: Glasgow, Liverpool and Belfast
How are we promoting Britain in the run-up to the Coronation and beyond:
Wider promotion across our channels:
We're using the reach of our global channels to highlight the Eurovision celebrations and associated experiences and destinations throughout 2023.
- Our global media centre hub brings together music destinations and experience.
- Working with travel trade, media and influencers to market Britain’s music-inspired experiences to a global audience.
- Consumer focused destination pages on visitbritain.com, curating music inspired itineraries and experiences in Liverpool and across the UK.
- Our in-market Eurovision themed hubs are live in Spain, Germany, France, Netherlands and Italy.
We are in Liverpool supporting at the Eurovision media centre - with our newly launched Eurovision tea on display – part of our ‘Spilling the Tea’ on GREAT Britain campaign – showing visitors that ‘whatever your cup of tea, we’ve got it in Britain.
International campaign and in-market activities
As part of our international GREAT Britain campaign 'Spilling the Tea' we have launched ‘Eurovision Tea’ embracing Britain’s music scene. The GREAT Britain campaign invites visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination including warm welcomes, outdoor beauty, culture and so much more.
