Liverpool to expand Christmas celebrations with new Pier Head attraction

Following the growing success of Liverpool’s Christmas celebrations in recent years – including record visitor numbers and glowing national recognition – the city is looking to expand its seasonal offer even further.

Last year’s Christmas market at St George’s Hall attracted thousands of visitors – more than 500,000 throughout its six-week run – with an increase in overnight stays from those travelling to experience the city’s magical atmosphere, building on 2023 when 25 percent of visitors were from outside the north west, and 18 per cent stayed overnight.

To meet demand, last year the City Council’s Markets team also introduced some new experiences, including a Winter Artisan Market inside St Georges Hall, a festive offering at Stanley Park, an artisan and creator’s market on Basnett Street (next to TK Maxx) and also an offer in Exchange Flags. All of which proved extremely popular.

Building on this momentum, Culture Liverpool is now exploring the potential to bring an exciting new festive attraction to the iconic Pier Head.

The team is inviting expressions of interest from experienced event organisers to create an additional festive offer at the Pier Head, complementing the existing markets. Proposals should include a standout feature – such as an ice rink, grotto, or another ticketed festive focal point – that enhances the city’s seasonal charm

Some of the other requirements include:

Make sure it’s an inclusive experience – including wheelchair access, sensory-friendly areas, clear signage, and diverse activities for all ages.
Considering décor which complements the Pier Head.
Ensure there are high quality food and drink stalls on offer.
Facilitate small and local independent makers and artisans on a ‘pop up’ basis
Use environmentally friendly consumables and power solutions.
Recruit an independent Safety Officer and Event Manager who should be involved throughout the planning, implementation, operation and de-rig.

Any submissions should clearly state relevant experience, proposed ideas and outline a preliminary commercial offer for use of the land. The deadline is midday, Monday 28 July.

Time is of the essence to get this new festive offer in place for Christmas 2025, so a decision will be made by the end of August so that operators can start to get into detailed planning of their event.

Liverpool City Council’s Cabinet Member for Health, Wellbeing and Culture, Councillor Harry Doyle, said:

“Liverpool has firmly established itself as one of the UK’s top Christmas destinations, and we’re incredibly proud of the festive magic we bring to the city each year.

“With more people than ever choosing Liverpool for their seasonal celebrations, we’re excited to explore new ways to make our waterfront shine even brighter.

“There hasn’t been an ice rink at the Pier Head since 2019, so we’re calling on creative, experienced organisers to help us deliver something truly special at the Pier Head, bringing an experience which is not only in-keeping with the beautiful surroundings, but will have real visitor appeal and position Liverpool as the perfect location to get into the Christmas spirit.”