Celebrating Britain’s music offer past and present as Eurovision begins

08 May 2023

Promoting our tourism and hospitality offer.

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.

Our media team at Eurovision finals in Liverpool

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.


Celebrating the musical extravaganza Eurovision in Sydney, Australia

We hosted a Coronation and Eurovision street party gathering 60 members of the Australian travel industry, airlines, media & public diplomacy partners to celebrate our rich music heritage. The event highlighted the importance of the Australian market for inbound travel to Britain, showcasing key events & reasons to visit in 2023. The British High Commissioner to Australia delivered a video welcoming guests and celebrating the strong cultural ties between the two countries. Winners in a very competitive game of British trivia including a Eurovision-inspired singing round received GREAT branded hampers with British goods, including VisitBritain x Tregothnan’s Festival tins.



In Spain, our GREAT Britain campaign, "See Things Differently", was displayed in Madrid's busiest area, Plaza del Callao. Billboards showcased the best of Royal Britain during the historic Coronation Weekend and celebrate Eurovision and Britain's musical heritage to inspire Spanish visitors.



Collage of images of the Spill the Tea campaign on billboards in France

Our Spill the Tea campaign assets were displayed on the Paris Metro and in cinema advertising across France. They focused on highlighting the key 2023 events -  the Coronation and Eurovision finals - to showcase Britain's culture, music and heritage to entice French visitors to book a trip to Britain.