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The Largest Eurovision Audience on Record
During the two-week lead-up to 2023’s Eurovision Song Contest in May, Liverpool was in the global limelight. The city hosted the event on behalf of and to honour 2022’s winner, Ukraine. A total of 162 million worldwide viewers tuned in over the 3 live shows. The Grand Final saw 9.9 million viewers tuning in live to BBC One’s broadcast. This was a 12% increase from 2022’s numbers and an incredible 63% share of total viewers.
As for the city itself, 100,000 people were predicted, but early numbers from Merseyside Police suggest over 500,000 additional people visited the city during the event. Over 1,100 journalists from over 50 countries joined fans in visiting the city. In just May alone, over 150k articles were written about Liverpool Eurovision. This was a 20% year-on-year increase in coverage that The Eurovision Song Contest usually receives.
Liverpool’s Eurovision Village on the Pier Head was open for 9 days and welcomed 250,000 fans. This was 150,000 more than the original forecasted numbers and contained twice as many people as the main area! The two-week cultural festival during Eurovision was the first of its kind seen from a host city. Despite the higher-than-predicted numbers for Liverpool’s Eurovision Village and the whole city, Liverpool merely excelled under the challenge. Following the overwhelming success of Eurovision in Liverpool, it has greatly impacted the city’s economy and future.
£250mprojected 3-year growth
680kestimated total visits
13.6%yearly increase in footfall
£19.9mextra revenue in Liverpool ONE
The Economic Impact of Eurovision
Over the two weeks, attending fans were predicted to spend at least £40 million. International fans, making up 40% of visitors, approximately spent £28 million while UK visitors were forecast to spend £12 million on accommodation and entertainment alone. Here is where property thrived, especially short-term lets, which offer more affordable and flexible alternatives to hotels. Demand was at its highest for accommodation, and rental income because of it. Due to more affordable prices and the city’s connectivity, many of the best areas in Liverpool were the suburbs.
Local businesses reported experiencing ‘footfall like Christmas’, with Liverpool BID figures showing an additional footfall of 384,036 to the city centre alone – not including Liverpool ONE. This is an incredible increase of 13.6% from 2022’s figures. Liverpool ONE itself saw a growth of 32% from the previous year, which greatly surpassed the predicted 25%. Some days saw the footfall increase as much as 53%, seeing visits between 7th and 13th May hit a total of 680k. It is unsurprising to learn of the £19.9 million extra revenue generated from the impact of Liverpool Eurovision.
The Eurovision buzz impacted Liverpool in its entirety. The thriving creative quarter, Baltic Triangle, was a hub of activity. Liverpool’s iconic Camp and Furnace hosted the ticketed EuroClub during the contest, receiving over 2000 guests each night. Compared to an average weekend, Love Lane Brewery saw a 40% boost in turnover, which the owner admitted to not seeing anything like for 16 years.
Eurovision’s Impact on Liverpool’s Future
In all, the impact of Eurovision has projected Liverpool’s economy to grow by £250 million over the next 3 years.
Even when numbers surpassed what was predicted, Liverpool has brilliantly demonstrated its ability to build and host large-scale events. This cements its future to continue the trend. Liverpool can build and optimise on all opportunities following Eurovision, diversifying and strengthening the economy and the population.
Seeing such strong capital growth and the forecast to come, Liverpool will attract more migrating businesses. Liverpool’s young population will likely grow, too. 53.5% of viewers for The Grand Final were aged between 15 and 24, which is four times higher than the broadcast average of 13.8%. With an already large student population and home to seven universities, the impact of Liverpool Eurovision will surely strengthen the property market and talent pool of professionals.
As an existing UNESCO City of Music and following the success of hosting Eurovision, Liverpool continues the momentum and pride through more musical events. Such events are already planned for the waterfront, the famed Sefton Park, and Anfield football stadium this year. Liverpool even recently hosted Modern Music Cities (A Eurovision Legacy Conference) following the city’s success in May.
The impact of Eurovision in Liverpool is evident to all who look in. From economic to cultural, the city is only forecast to grow and grow. The time to invest in Liverpool has never been more prominent.
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