Christmas in the streets of Strasbourg, France on November 28, 2023. Ana del Castillo / Shutterstock.comEurope's winter charm has long drawn visitors to snow-covered Alpine resorts, historic Christmas markets and cities illuminated by seasonal decorations. From skiing in the Alps and exploring festive streets in Strasbourg and Vienna to chasing the Northern Lights in Scandinavia, the season offers a diverse mix of experiences for international travellers.
But winter tourism is no longer centred solely on Christmas and skiing. Cultural escapes, quieter destinations and nature-based experiences are gaining attention, while growing interest in February and March is creating opportunities to extend the season.
The European Travel Commission's (ETC) latest report, Monitoring Sentiment for Intra-European Travel: Autumn and Winter 2026/2027, finds that 76% of Europeans intend to take an overnight trip between October 2026 and March 2027. This represents a three-percentage-point increase year on year.
Poland records the strongest travel intention at 87%, followed by Spain at 82%. Germany and the Netherlands each register 79%. Southern Europe remains the most popular destination region, attracting 53% of prospective travellers.
Christmas markets and festive city breaks remain popular
December remains the most popular month for winter travel, accounting for 23% of planned trips. Christmas markets, seasonal events and cultural attractions continue to make European cities particularly appealing during this period.
Strasbourg leads Tripadvisor's European winter destination ranking, based on UK traveller searches for November 2026 to February 2027. Tromsø in Norway ranks second, followed by Ghent in Belgium. Saariselkä in Finland and Chamonix in France complete the top five. The ranking, reported by Euronews, also includes Zakopane, Bruges, Nuremberg, Salzburg and Riga.
These destinations demonstrate the breadth of Europe's festive tourism offer. Strasbourg, Ghent, Bruges and Nuremberg attract visitors with Christmas markets and heritage, while cities such as Salzburg combine seasonal celebrations with music, culture and winter scenery.
Northern Lights tourism gains momentum
Beyond the Christmas markets, the Northern Lights are emerging as one of Europe's strongest winter travel attractions. Trip.com Group reported a 132% year-on-year increase in global searches for the aurora borealis. Bookings for aurora-viewing tours and packages increased by 225%, according to the company.
Rovaniemi in Finland recorded a 72% increase in winter-spring bookings, while Kiruna in Sweden rose 56% and Tromsø in Norway 48%.
The appeal extends beyond viewing the Northern Lights. Travellers combine aurora excursions with snow activities, whale watching, skiing, sea fishing and visits to attractions such as Santa Claus Village in Rovaniemi.
This creates opportunities for hotels, tour operators and regional tourism businesses to encourage longer stays and sell multi-experience itineraries. It also strengthens the appeal of winter travel in Scandinavia beyond the traditional Christmas period.
Travellers seek culture and quieter destinations
The ETC research also points to growing interest in destinations beyond Europe's established tourism hotspots. City breaks account for 19% of travel intentions, while culture and heritage holidays and sun-and-beach trips each attract 18%.
Some 44% of respondents favour destinations that attract fewer tourists, up four percentage points year on year. A further 10% prefer remote or off-the-beaten-track locations.
This shift creates opportunities for smaller cities and regional destinations to attract visitors during the winter months. Local food, heritage, nature and cultural experiences can help them develop distinctive seasonal offers and distribute tourism spending more widely.
Ski resorts adapt to changing winter conditions
Skiing remains central to Europe's winter tourism economy, particularly in the Alps. However, resorts face increasing pressure to demonstrate snow reliability and adapt to changing weather conditions.
Inghams' 2026 ski resort reliability assessment ranks Italy's Pontedilegno-Tonale first, followed by Austria's Obertauern and France's Les Arcs.
Climate change adds another challenge. A report from the World Meteorological Organization and the International Ski and Snowboard Federation highlights growing weather-related risks for ski resorts.
Destinations are therefore looking beyond skiing to strengthen their winter offer. Wellness, gastronomy, winter walking and cultural attractions can help resorts appeal to non-skiers and reduce their dependence on snow-based activities.
February and March offer room for growth
Although December remains the festive season's main travel month, interest in February and March 2027 is also increasing. The ETC reports an 8% rise in travel intentions for these months, with March alone recording a six-percentage-point increase.
More than half of prospective travellers, or 56%, are considering two or more trips before the end of March. However, affordability remains a concern for 37% of respondents, while 23% cite geopolitical instability. Some 55% have yet to book their trips.
For airlines, hotels, tour operators and destination marketing organisations, the opportunity lies in converting this interest into confirmed bookings. Competitive packages, reliable transport links and distinctive seasonal experiences will help destinations stand out.
Europe's winter tourism appeal is no longer confined to Christmas markets and ski slopes. Arctic adventures, cultural city breaks, winter sun and quieter regional destinations are broadening the offer. Destinations that promote experiences across the full winter calendar will be better positioned to attract visitors, encourage longer stays and extend the economic benefits of tourism.
