It's Christmas in July as hundreds of Santas go on the march in the middle of a stifling summer heat wave

It's beginning to look a lot like Christmas — if you ignore the calendar, that is.

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

Hundreds of Santa Clauses, Mrs. Clauses and Christmas elves from around the world filled the streets this week for the annual World Santa Claus Congress in Aalborg for a colorful tradition that has delighted onlookers 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 marched through downtown, posed for photos with visitors and took part in games and competitions all in the middle of July.

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This year's event came as central and Southern Europe continue to grapple with extreme heat, making the sight of dozens of Santas bundled in their signature outfits even more striking.

First staged at an amusement park near Copenhagen in 1957, the World Santa Claus Congress moved to Aalborg on Denmark's Jutland peninsula two years ago.

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

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Originally created to entertain children, the congress has since grown into a popular meeting place for the men and women who portray Santa Claus and his North Pole coterie during the Christmas season in stores, shopping malls and holiday events around the world.

Participants traveled all the way from countries including Norway and Japan to exchange stories, compare beards, sharpen their craft and prepare for another busy Christmas season.

The packed schedule includes gingerbread-eating contests, gift-wrapping competitions, balloon modeling and several lively parades through Aalborg's sun-drenched streets.

"The grandmas 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.

The children, however, reacted as most children tend to upon seeing Santa Claus.

"The kids say: 'Hooray! Santa's here already,'" he added.

The Associated Press contributed to this report.