Denmark hosts World Santa Claus Congress as Europe swelters in July

If you ignore the calendar, it’s starting to look a lot like Christmas.

While much of Europe continues to struggle with stifling summer heat, one Danish city looked ready for Christmas.

Hundreds of Santa Clauses, Mrs. Santa Clauses and Christmas elves from around the world took to the streets this week for the annual World Santa Claus Convention in Aalborg for a colorful tradition that has delighted audiences for decades despite taking place months before the holiday season.

The festive gathering transformed Denmark’s fourth-largest city into a sea of ​​red suits, white beards and Christmas cheer as professional Santas walked through the city centre, posed for photos with visitors and took part in games and competitions in mid-July.

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This year’s event comes as Central and Southern Europe continues to grapple with extreme heat, making the sight of dozens of Santas huddled together in their signature attire even more striking.

The World Santa Claus Congress, which was first held in an amusement park near Copenhagen in 1957, was moved to Aalborg on Denmark’s Jutland peninsula two years ago.

The annual meeting will celebrate its 70th anniversary next year.

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Santa artist Paradise Yamamoto of Tokyo and Santa artist Peter Gislund, 57, of Aalborg take a selfie during the annual World Santa Claus Convention in Aalborg, Denmark, on Wednesday. (James Brooks/AP Photo)

Originally created to entertain children, the convention has since become a popular gathering place for the men and women who portray Santa Claus and his North Pole posse during the holiday season at stores, malls and holiday events around the world.

Participants traveled all the way from countries like Norway and Japan to swap stories, compare beards, hone their skills and prepare for another busy Christmas season.

Santas, Mrs. Clauses and Christmas elves from around the world pose for photos at the annual World Santa Claus Convention in Aalborg, Denmark, on Wednesday. (James Brooks/AP Photo)

The packed program includes gingerbread eating contests, gift wrapping contests, balloon modeling and a variety of lively parades through the sunny streets of Aalborg.

“The grandmothers say, ‘Oh, it’s too early to come here,'” organizer Peter Gislund, who also serves as Santa Claus in Aalborg during the Christmas season, told The Associated Press.

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But the children reacted the same way most children do when they see Santa Claus.

“The kids say: ‘Hooray! Santa Claus is already here,'” he added.

The Associated Press contributed to this report.