Gothenburg's first Lucia Parade is taking place this December

Christmas is approaching and Gothenburg is getting ready for a season that attracts many visitors every year. On December 13th, a new Christmas tradition will make its debut, initiated by World of Volvo, Göteborgs Lucia, and Avenyföreningen. Gothenburg’s Lucia Parade will stroll along Avenyn and conclude with a festive concert at Götaplatsen, performed by Göteborgs Lucia with 120 choir members.

Since Hvitfeldtska gymnasiet took over "Göteborgs Lucia" in 2017, the ambition has been to add new values to the celebration while maintaining the tradition. This is what World of Volvo and Avenyföreningen focused on when they, in a joint commitment with Göteborgs Lucia, initiated Gothenburg's Lucia Parade, which takes place on December 13th along Avenyn.

– Göteborgs Lucia is a wonderfully festive tradition, and we are pleased that Avenyn and the iconic Götaplatsen are the venues for the concert and parade, says Jessika Wassberg, CEO of Avenyföreningen.

World of Volvo will participate with a variety of vehicles from the past and the present, vehicles which will carry Gothenburg's Lucia and her maidens along Avenyn before the concert. World of Volvo is Gothenburg's new experience centre filled with inspiration, knowledge, and entertainment opening in April 2024.

– We are working full steam ahead for our premiere in April, and it feels exciting to, even before our opening, be part of something that will warm the people of Gothenburg in December, says Ulrika Sandford, Marketing & Communications Manager at World of Volvo.

When the parade reaches Götaplatsen, a record-large Lucia procession, consisting of 120 music students from Hvitfeldtska gymnasiet, will spread Christmas spirit through a festive concert. This will be an atmospheric closing of Gothenburg's jubilee year.

– It is an honour to spread light and warmth to the residents of Gothenburg, whether we sing at nursing homes or at Götaplatsen. In previous years, we have been escorted by horse and carriage or participated in torchlight processions, but this is the first time we are having a vehicle parade along Avenyn up to our concert, says Tove Darelid, producer for Göteborgs Lucia and music teacher at Hvitfeldtska gymnasiet.

The Lucia Parade will roll along Avenyn at 5:00 PM, and the concert will begin at Götaplatsen at approximately 5:30 PM. All proceeds from Göteborgs Lucia this year will go to Radiohjälpens fundraising for Världens Barn.

For more information:

Ulrika Sandford, Marketing & Communications Manager, World of Volvo, press@worldofvolvo.com, +46 704 86 80 77