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Winter Glow brings festive fun to the West Midlands


As the nights are drawing in and the weather turns cold there’s only one thing on our minds, Christmas! Next week the festivities officially begin in the West Midlands as Winter Glow returns to the Three Counties Showground. Opening Friday 24th November until Friday 6th January 2024, Winter Glow is full to the brim with magical Christmas experiences for you and your family to enjoy.

Illuminated Light Trail

The sparkling light trail, the longest of its kind in the West Midlands, follows the journey of Head Elf Jingle on his quest across the North Pole in search of the precious Golden Snowflake. The immersive experience, designed by local artists, allows friends and families to join Jingle on his adventure through the beautiful illuminations.

Meet Santa in his Winter Village

Winter Glow’s personalised Santa experience goes above and beyond, transporting families into a Christmas wonderland filled with festive joy. The experience starts with a personalised invitation from Santa Claus inviting families to join him in his winter village. Guided by Santa’s elves, children will stop at Mrs Claus’ bakery to decorate their own Christmas cookies, before visiting the Elf Circus Skills Academy, a new addition for 2023.

Here, children will learn special tips and tricks from the talented Elves and take home a special elf academy badge for their participation. Of course, the Santa experience isn’t complete without seeing the main man himself. The tour concludes with a magical meeting where children will receive their own Nice List Certificate along with a special present from Santa.

Ice Skating

What better way to get in the Christmas spirit than ice skating? Winter Glow has one of the largest indoor ice rinks in the West Midlands, so visitors can skate to their hearts’ content come rain or shine. Decorated with giant sparkling snowflakes and with Christmas tunes to set the scene, it’s the perfect place to get in the festive spirit.

Skating sessions last for 45 minutes and Beluga Whale skate aids are available for little ones. If that isn’t enough, Elsa, Anna and Captain America will be hosting skating parties on Sundays from 3rd – 17th December at 10am. Plus, the Ice Café will be serving hot and cold drinks and light bites, perfect for refuelling after a session on the ice.

Dog Friendly Days 

Family Christmas days out just aren’t complete without furry friends. Winter Glow’s light trail is the only experience of its kind in the West Midlands to allow dogs. Dogs are welcome to join in the festivities on 11th, 12th, and 28th December, when families can step outside for the ultimate Christmas dog walk around the Illuminated Light Trail. On the 11th and 12th of December, pampered pups can even take a trip to see Santa where they will receive dog friendly biscuits and their very own Christmas present.

Festive Fairground

Take a trip to the fairground for thrills and laughs this Christmas. With a host of games and rides, from classic dodgems to bungee trampolines, hook-a-duck and knock-the-cans, there is something for everyone. To top it all off, the iconic Big Wheel is back by popular demand and will provide fantastic views of Winter Glow and the surrounding area. 

Christmas Market

Still need to finish your Christmas shopping? Winter Glow’s indoor Christmas market is just the place to find unique gifts for your friends and family. With free entry and stalls hosted by local artisans showcasing a wide range of products including arts and crafts, and children’s toys, you don’t want to miss it. The market will be open to shoppers every weekend in the lead up to Christmas to get those all-important presents in the bag. 

Food Quarter, Café & Winter Bar

Christmas is the time to indulge in all things food and drink and Winter Glow has all festive food you could wish for. With local vendors from the Three Counties, including Yorkshire Pudding Wraps, the Groovy Greek, Viva Veggie Van, and the Crumble Pot, and a selection of mulled wine and hot chocolate available, make sure to stop by the Food Quarter and onsite bars for a taste of Christmas.

Winter Glow returns to the Three Counties Showground between 24th November and 6th January.

To book your tickets, visit


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