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Frequently Asked Questions
Is this definitely happening?
The concept is currently in its development phase.
2026 is focused on consultation, feasibility and collaboration. If there is sufficient support, the first phase could launch in 2027.
The purpose of this website is to share the vision and invite involvement — not to announce a fixed programme.
Is this just a Christmas market?
No.
While a carefully curated winter market may form one element of the programme, the vision is broader than that.
The Winter Festival would include illumination, cultural programming, winter golf experiences, coastal activation and hospitality collaboration — all shaped to reflect the character of St Andrews.
Who is organising this?
The initiative has been proposed by Tourism IMP as a structured economic development concept.
However, it is intended to be shaped and governed collaboratively through a steering group representing businesses, institutions and the local community.
This is not about one organisation delivering a festival. It is about shared ownership.
How would it be funded?
Funding models are currently being explored as part of the development phase.
Potential elements could include a combination of sponsorship, partnership contributions, grant funding and collaborative investment from participating organisations.
No final funding structure has been agreed at this stage.
Will this increase costs for local residents or businesses?
No decisions have been made regarding financial structures.
The intention is not to burden businesses or residents, but to create a coordinated approach that strengthens winter trade and supports year-round economic confidence.
Any proposals would be subject to consultation and transparency.
Will St Andrews become overcrowded?
The aim is not to replicate large-scale city festivals.
St Andrews is unique in character and scale. Any winter programming would be carefully curated to suit the town — refined rather than overwhelming.
The ambition is steady, sustainable growth — not sudden mass tourism.
What about pricing and value?
Winter tourism is a growing market locally, nationally and internationally.
If St Andrews is to compete effectively, the winter offer must feel attractive and competitively positioned. This may include seasonal packages, bundled experiences or value-led initiatives — without compromising the town’s reputation.
The goal is to ensure visitors experience great variety, atmosphere and genuine value — encouraging repeat visits and positive word-of-mouth.
Will this affect the character of the town?
Preserving the character and integrity of St Andrews is central to the vision.
Any lighting, market, cultural or golf initiatives would be shaped to reflect the town’s heritage, scale and architectural beauty.
The Winter Festival concept is about enhancing identity — not changing it.
How can I get involved?
We are inviting expressions of interest from:
Local businesses
Hospitality providers
Cultural organisations
Community groups
Landowners and institutions
Potential sponsors
If you would like to contribute ideas, explore collaboration or join future discussions, please get in touch.
Still Have a Question?
If you have a question not covered here, we would be delighted to hear from you. Please use the form in Get Involved.