HERE COMES SANTA CLAUS...

Here comes Santa Claus… with a production schedule. Over the past few years, Father Christmas visits and photo opportunities have quietly become one of the most powerful engines in the UK events calendar—especially from what we see in and around London. What used to be a tinsel-draped corner in a department store is now a full-scale, theatrical experience with timed entry, dynamic pricing, and professional show running. And yes—the demand really is huge.

Take LaplandUK, the Berkshire-born immersive “visit Santa” experience that now rivals major festivals for ticket frenzy. In recent seasons, entire allocations disappeared in hours, with online waiting rooms in the hundreds of thousands. It’s grown so rapidly that a second large-scale site has launched in the North, off the back of a £22.7m turnover. “Santa” is no longer a sideshow—it’s become a serious business.

London’s flagship festive attractions are seeing the same swell. Hyde Park Winter Wonderland draws in around 2.5 million visitors each year, supercharging appetite for meet-and-greets, themed sets, and the all-important photo. Families are told to book early as grotto slots vanish quickly, while even quirky spin-offs—like John Lewis’s “Santa Paws” pet grotto—have seen ticket sales rise by around 20% year-on-year.

Why the surge?

Memories over material gifts

Since the pandemic, families are leaning into experiences over things. A polished Santa visit, complete with letter-writing, toy-making, and that magical photo at the end, offers a story that can be retold and shared for years—something more valuable than another plastic toy under the tree.

The Instagram effect

Then there’s the social factor. Today’s grottos are built with the camera in mind: staged “moments” at every turn, from crafting tables to snowy scenes. Operators understand that each shot isn’t just a keepsake—it’s free marketing once shared online. For destinations, this makes Santa a key footfall driver, boosting retail spend and cementing the grotto as an anchor attraction.

Where it’s going (and my take)

Having worked behind the scenes of a Father Christmas experience myself, I know just how much goes into these productions. I’ve built more snowy woodland sets than I care to remember and lost count of the trees and baubles I’ve wrangled. (Somewhere out there, I’m convinced a string of fairy lights is still plotting against me.)

Looking ahead, I don’t think growth will come from making things bigger—it’ll come from making them smarter. Families are craving personalisation: quieter sessions for children who need them, multi-language storytelling, and experiences that flex to different ages. Photography, too, is due for an update. A single printed picture feels dated; families want reels, short clips, and digital packs they can instantly share.

And then there’s sustainability. Having dealt with mountains of tinsel and fake snow, I’d love to see the industry shift towards greener sets and reusable décor. It’s not just responsible—it’s what audiences increasingly expect.

The demand isn’t going anywhere. If operators can combine inclusivity, digital storytelling, and sustainable design, Father Christmas won’t just be a festive must-do—he’ll stay the headline act of the season. And if you find a bit of glitter on me come July, well… old habits die hard.