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The Midlands’ leading festive experience agrees new 6-year deal with Three Counties Showground

Winter Glow, the Midlands’ largest seasonal attraction, has announced a new six-year agreement with Three Counties Showground in Malvern, Worcestershire.

Winter Glow will return to Worcestershire this November 2022 with an exciting new mix of festive fun, including a brand new, immersive themed Light Trail. ‘A Christmas Odyssey’ will transport visitors on a journey to save Christmas, from the depths of ancient Atlantis to the fanciful shores of festive islands, adorned with shimmering lights and impressive features. This unique, interactive adventure trail is guaranteed to bring an element of unique festive fun to Malvern this winter.

The popular Personalised Santa Experiences will be relocated for 2022 into an indoor location within the showground, and the annual enhancements don’t stop there. A new covered winter market will be available for everyone to visit (without a ticket), featuring a wide range of stalls selling unique gifts, local crafts and tempting treats, alongside a fairground with fun rides for all ages. Head Elf Jingle has launched his very own Bavarian style bar for visitors to enjoy an authentic tipple or two, or you can warm up with a delicious hot chocolate. Open from 25th November through to 2nd January, alongside the much-anticipated return of one of the region’s largest indoor Ice Rinks and the now famous 120ft Malvern Observation Wheel.

With so many seasonal activities to enjoy in this one stop central location, it’s clear to see why Winter Glow and Three Counties Showground have cemented their relationship into the future.

Three Counties Showground CEO, Ken Nottage, commented: “Winter Glow is now a much-loved festive event at Three Counties Showground and the new agreement will ensure that it has a permanent home here for the next 6 years, as it grows and develops its annual Christmas event in Malvern.”

Jingle the Elf, Chief Spokesperson for Winter Glow, added: “As Christmas is a social time for meeting up with friends and family, we have created a whole series of events and experiences to bring everyone together whatever the age…even pampered pooches can join in the fun at our special Dog Friendly sessions!”

Each element of Winter Glow is available to book separately, allowing visitors to tailor their experience to create a unique day out. The Indoor Winter Market is free of charge to enter and pre-booking is not required. Booking is also not required for the fairground, although charges for rides will apply.

For further information about Winter Glow 2022, or to take advantage of the early bird ticket offers, see

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