Celebrating Britain’s music offer as Liverpool’s Eurovision 2023 takes to the stage
Celebrating Britain’s music offer as Liverpool’s Eurovision 2023 takes to the stage
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 2023 on behalf of Ukraine.
While 100,000 visitors are expected to visit Liverpool for the Eurovision shows commencing 9 May, 160 million people are expected to tune into the events on television, radio and online.
2023 is a perfect opportunity to not only showcase Eurovision’s host city Liverpool – the ‘Capital of Pop’ – but also to spotlight Britain’s wider musical heritage. From the Liverpool of the swinging ’60s to Manchester and Glasgow’s music-themed tours, visitors can discover a world of musical experiences in Britain, celebrating its world-leading reputation for music.
In numbers: music tourism in Britain
Our research shows that 2.8 million visits to the UK include a live music event, with these visitors spending a total of £3 billion on their trips.
Almost half of all global travellers associate the UK with music.
Britain is home to three UNESCO cities of music: Glasgow, Liverpool and Belfast.
How we’re promoting Britain in the run-up to Eurovision
We will be in Liverpool at the Eurovision Media Centre with our new ‘Eurovision Tea’, part of our ‘Spilling the Tea’ on GREAT Britain campaign – showing visitors that ‘whatever your cup of tea, we’ve got it in Britain’.
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 much more.
Our global media centre hub brings together music destinations and experiences, and we are working with travel trade, media and influencers to market Britain’s music-inspired experiences to a global audience.
On visitbritain.com, our consumer-focused destination pages curate music-related itineraries and experiences in Liverpool and across the UK. Our in-market Eurovision themed hubs are also currently live in Spain, Germany, France, Netherlands and Italy.
Eurovision timeline
9 May: First Semi-Final, live from Liverpool.
11 May: Second Semi-Final, live from Liverpool.
13 May: Grand Final, live from Liverpool.
International campaign and in-market activities
Sydney, Australia
We hosted a Coronation and Eurovision street party gathering 60 members of the Australian travel industry, airlines, media and public diplomacy partners to celebrate and showcase Britain’s rich music heritage. The event highlighted the importance of the Australian market for inbound travel to Britain, showcasing key events and 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 of a very competitive game of British trivia – including a Eurovision-inspired singing round – received GREAT branded hampers of British goods, including VisitBritain x Tregothnan’s Festival tins.
Madrid, Spain
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 celebrated Eurovision and Britain’s musical heritage to inspire Spanish visitors.
France
Our ‘Spill the Tea’ campaign assets were displayed on the Paris Metro and in cinema advertisements across France. They focused on highlighting our key 2023 events – the Coronation and Eurovision finals – to showcase Britain’s culture, music and heritage, and entice French visitors to book a trip to Britain.
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Everything you need to inspire your clients. Discover new products, experiences and itinerary ideas – plus useful resources and the latest market insights.
Everything you need to inspire your clients. Discover new products, experiences and itinerary ideas – plus useful resources and the latest market insights.
