Liverpool Council is set to confirm two contractors to run the city's popular Christmas markets for the next three years, with an option to extend until 2031. The contracts, which will operate at no cost to the local authority, are expected to yield approximately £1.8 million over the term, including extension options.
The markets, which have been held at St George's Plateau for the past decade, attract around half a million visitors during their six-week run. A trial second market at the Pier Head, introduced last year, will now become a permanent fixture, featuring an 18m x 30m ice rink, meet-and-greets, and story times with Santa.
Economic Impact and Visitor Data
According to data released ahead of a city council cabinet meeting next week, the Christmas market is a major driver of seasonal tourism. More than half of total visitors cite the attraction as their primary reason for visiting the city. “Christmas Market Liverpool” consistently achieves the highest number of searches on VisitLiverpool.com, with search interest beginning as early as July each year.
Almost a fifth of visitors stay in city hotels when visiting for the Christmas markets, at an average of three nights. Up to 2018, the Christmas offer was laid on by the city council at a cost of around £100,000 a year. Commercial operators have run the event since 2019 following a reassessment.
Design and Operational Details
The site build at St George’s Hall will not commence until after Remembrance Sunday/Armistice Day, as per the contract terms. The Christmas Market footprint will include the upper section of St John’s Gardens, within the immediate sightline of St George’s Hall, consistent with previous years.
The markets are intended to feel festive but dignified, aligning with their iconic settings. At St George’s Hall, the look and feel is designed to respect the Grade I listed building and its civic significance, with sympathetic layouts, lighting, and stalls that enhance rather than compete with the architecture. Across both sites, a curated mix of food, drink, and retail traders is expected, with a focus on quality presentation, safe operation, and a welcoming atmosphere.
Options Considered and Rejected
Consideration had been given to bringing the markets back into council control for greater control over event quality and branding. This option was rejected due to “significant resource constraints” to deliver such an event over two sites. Cancellation of the markets altogether was dismissed on the basis that it would have a “significant negative economic impact on local businesses and city centre footfall at a critical time in the retail and hospitality calendar year.”
The report added: “There would also be a loss of cultural vibrancy and reputational damage to Liverpool as a visitor destination, contradicting the council plan objectives around economic growth and thriving communities.” Costs for additional cleansing requirements, including waste collection, recycling, and street‑washing, will be recovered from the chosen operators.
