One Year On: Liverpool’s Eurovision Legacy Delivers £11.1m Boost and Reinforces City Region’s Global Standing

A new study has revealed how the Liverpool City Region is continuing to reap the rewards of hosting Eurovision 2023, with repeat visitors bringing an additional £11.1m to the local economy over the past year alone.

This is in addition to the £54.8m generated during the event itself, which saw Liverpool shine under the global spotlight as 162 million viewers worldwide tuned in. But the true impact of Eurovision goes beyond just numbers; it has helped power Liverpool City Region's record-breaking visitor economy, which is now worth an estimated £6.25bn.

Hosting Eurovision on behalf of Ukraine was more than just a music event; it was a statement of solidarity, resilience, and global leadership. As the world grapples with ongoing challenges, Liverpool City Region has emerged as a city that doesn't just watch history unfold but plays a part in shaping it.

The ‘Eurovision effect' has reinforced the Liverpool City Region's position as a premier global destination, attracting record-breaking tourism. It continues to stage major events like EURO 2028, Radio 1's Big Weekend, The Open Golf Championship and the World Boxing Championships, and solidifying its reputation as a cultural and economic powerhouse.

Despite not ranking in the top 100 cities globally by population, Liverpool sits among the top 10 most recognised non-capital cities worldwide. The Eurovision effect has only strengthened that status, elevating the city's brand on the international stage and proving that Liverpool continues to punch well above its weight when it comes to cultural influence.

Liverpool City Region Mayor, Steve Rotheram, said:

“Eurovision wasn't just a music competition—it was a statement of solidarity with Ukraine and a testament to Liverpool's global influence. We didn't just host an event—we embraced a cause.

“One year on, the Eurovision effect continues to deliver—boosting our economy, creating jobs, and securing our city region's position as a place that welcomes the world. But the real legacy of Eurovision isn't just financial—it's the pride, unity, and lasting international partnerships we've built.

“At a time when global events remind us of the importance of standing together, Liverpool proved that culture isn't just entertainment—it's soft power in action. Our doors remain open to the world, and Eurovision was just the beginning.”

Councillor Liam Robinson, Leader of Liverpool City Council, added:

“Liverpool's hosting of Eurovision on behalf of Ukraine redefined the competition.

 “Not only was it our ambition to stage the most successful-ever contest – which we achieved in spades – but from the outset we wanted to make sure there was a lasting legacy of the event, which would continue to benefit Liverpool for years to come.

 “This latest report shows in black and white the value of hosting major events. For ten days in May 2023, Liverpool shone under the global spotlight, making it a destination people wanted to return to time and time again, or visit for the first time. In turn, that boosts our local economy, supports jobs and brings vital footfall to our culture and leisure industries.

“And of course, seeing what a show this City can put on attracts other opportunities, and securing the likes of Radio 1's Big Weekend and the World Boxing Championships can undoubtedly be attributed to the Eurovision-effect.

 “The City Council has spent more than 20 years investing and building its cultural credentials, understanding the true value of soft power and how transformational it can be, and we look forward to the next phase of our journey which will see us working with all of our neighbouring boroughs to make the City Region an enviable cultural capital.”

Liverpool's Director of Culture, Claire McColgan CBE, who is also Assistant Director - Culture for the Liverpool City Region, said:

“Evaluation and learning is always at the heart of everything we do as it informs and shapes future events. Eurovision 2023 remains a standout event for this city and we're still hugely proud or how we worked in partnership with the BBC, the Government, and of course the people of Ukraine, to deliver what is quite rightly regarded as the most successful competition in the event's history. These relationships continue to grow and strengthen, helping to cement Liverpool's reputation as a global leader in major event delivery.

“As the UK's first UN Accelerator City, legacy will take centre stage once again this year, as we commit to introducing environmental innovation where possible in our creative sector, and in doing so ensuring that our major events leave a lasting legacy for our communities.”

The research, commissioned by the Liverpool City Region Combined Authority and Liverpool City Council, highlights several key findings:

• Repeat visitors: 54,417 people who attended Eurovision events returned to Liverpool, making a total of 72,454 additional trips.
• Financial impact: These return visits generated £11.1m, adding to the £54.8m impact during the event itself.
• Cultural value: The event delivered an estimated £4.6m in cultural benefitsto domestic attendees.
• Global reputation: Eurovision put Liverpool on the map for major international events, leading to record-breaking visitor numbers in 2023 and a £6.25bn tourism economy—£600m above projected figures.
• Pride and community impact: Over 95% of Liverpool City Region residents said they were proud of Liverpool's role as host, reinforcing the event's lasting social value.

Eurovision was just the beginning. Liverpool City Region has established itself as a major global events capital, and with an ever-growing £6.25bn visitor economy, it is ready to welcome the next wave of world-class events, partnerships, and opportunities.

The city that staged Eurovision for Ukraine is now preparing to host the world—again and again.

ENDS

Notes to editors:

The key findings of the report, produced by AMION Consulting on behalf of the Liverpool City Region Combined Authority and Liverpool City Council, are:

• Tourism has been bolstered by repeat visits from Eurovision 2023 attendees over the last year, with an additional 72,454 trips between June 2023 and May 2024 from attendees to Eurovision. The additional trips since the event are largely from an increased popularity with domestic tourists, with perceptions of the city improving due to the event.
• Repeat trips from Eurovision attendees have contributed a net additional £11.1m to the city region economy over the year following the event. Although the additional tourism since the event is not as significant as the initial spending boost to the economy, it is evidence of the potential positive long-lasting economic impacts of Eurovision 2023.
• Eurovision 2023 attracted a significant number of domestic and international tourists to the city centre, largely to attend the various Eurovision related events. Based on a robust Travel Cost Method in line with Green Book guidance, it is calculated that Eurovision 2023 delivered a cultural value of £4.6m to the domestic attendees to events.
• The city has now established itself as a major global tourism destination, particularly for large-scale international events. Eurovision 2023 provided Liverpool with hugely positive media coverage, highlighting the music heritage of the city and the inclusivity of residents. Other cities want to replicate the success Liverpool has had with Eurovision, and subsequently with the Taylor Town Trail.
• Eurovision 2023 was hugely beneficial at demonstrating the social and economic impacts music and culture can have on society. There is a real opportunity to further develop the role music plays in the city and capitalise upon the positive views from residents around the sector.
• The positive long-lasting benefits from volunteering at Eurovision 2023 are clearly demonstrated, with more than 75% of respondents agreeing or strongly agreeing that the experience of volunteering at Eurovision 2023 boosted their self-esteem and 77% of respondents volunteering again since the events.
• The successful hosting of Eurovision in 2023 fostered a strong sense of community pride among Liverpool's residents. Over 95% of LCR respondents in our survey were proud of Liverpool's hosting of Eurovision 2023. The city and the hosting of the event is perceived in high regard by residents and visitors alike, which can lead to longer-term impacts.