The convention includes celebrity guest appearances from various film, television, video gaming, anime and comic book series including The Vampire Diaries, The Walking Dead, Cobra Kai, My Hero Academia, Overwatch, Doctor Who, Star Trek, Star Wars, Harry Potter, Red Dwarf, Stranger Things, The Lord of the Rings, Glee, Wednesday, Red Dead Redemption 2, Mighty Morphin Power Rangers, Genshin Impact, Shadowhunters, Sons of Anarchy, The Goonies, Supernatural, The Lost Boys, Doctor Who, Torchwood, Star Trek: Strange New Worlds, Pretty Little Liars, X-Men, The Office, Starship Troopers and many others.

[4] Future plans for Comic Con Liverpool include expansion out across all three venues within the M&S Bank Arena, incorporating a festival-style atmosphere, and increasing capacity dramatically.

Sometimes the celebrities involved will use their appearances to raise awareness and funds for a charity or cause important to them, while others use the opportunity to promote upcoming projects such as new films or television shows.

Most, if not all, of the celebrity guests at Comic Con Liverpool appear on stage at some point throughout the course of the event, answering both host and fan questions alike.

Some headliner guests (such as The Vampire Diaries stars Paul Wesley and Ian Somerhalder in October 2022 and April 2023 and Supernatural stars Jensen Ackles and Misha Collins as well as Helena Bonham Carter in October 2023), have their own exclusive area for photographs and autographs, this prevents queuing time and size issues and timeslots are issued for fans to be able to meet the guests.

The event also includes an autograph area where celebrity guests from film and TV sign items for the public and spend a few minutes chatting with their fans.

Visitors of Comic Con Liverpool can find exhibits such as, a full-sized X-wing fighter from Star Wars, the Tardis from Doctor Who, the DeLorean Time Machine from Back to the Future, a full-sized Peterbilt Truck from Transformers, a talking Falkor head from The NeverEnding Story film (which guests could sit atop of and have a photograph taken), as well as the Swamp of Sadness from the same film, Del Boy's flat from the cult British television show Only Fools and Horses, and much more.

In May 2022 new areas were created, offering the public opportunities to play tabletop board games, Dungeons & Dragons, Warhammer and more.