Its Christmas Time……Europe & UK Prepare for a Record-Breaking Christmas Market Season according to ACTDIVATE’s Event Intelligence Platform
Christmas Markets Set to Draw Over 6 Million International Travellers Across Europe & the UK this year according to ACTDIVATE’s event intelligence platform, STREAM.
Europe’s most iconic Christmas markets are on track for one of their strongest years on record, driven by a powerful surge in international travel, extended city stays, and increased global visibility on social channels.
The top five markets across Europe and the UK are expected to attract 15.2 million total attendees, of which an estimated 6.1 million will be international travellers—making this one of the most globally diverse festive seasons ever recorded.
These markets generate a combined $2.23 billion economic impact, with international visitors responsible for disproportionately higher spending across accommodation, retail, and premium experiences.
Top 5 Christmas Markets in Europe & the UK (2025 Season)
Including Total Attendance + Estimated International Visitors:
| Rank | Market | Total Attendance | % International Visitors | Estimated International Travellers | Total Est. Spend (All Visitors, USD millions) | Notes |
|---|---|---|---|---|---|---|
| 1 | Vienna Christmas Market (Austria) | 3,500,000 | 50% | 1,750,000 | 507.5 | Luxury shopping, iconic festive experience |
| 2 | Cologne Christmas Markets (Germany) | 4,000,000 | 45% | 1,800,000 | 580 | Popular with UK, Dutch, Belgian & US visitors |
| 3 | Strasbourg Christkindelsmärik (France) | 2,500,000 | 40% | 1,000,000 | 380 | Cross-border appeal from Germany, Switzerland, Luxembourg |
| 4 | Prague Christmas Markets (Czech Republic) | 2,200,000 | 35% | 770,000 | 330 | Major destination for European travellers |
| 5 | Budapest Christmas Market (Hungary) | 1,800,000 | 35% | 630,000 | 240 | Boutique festive experience, attracts Central European tourists |
Total International Visitor Impact
Total International Travellers Across Top 5 Markets: 6.22 million
Share of Total Attendance: 41%
Projected International Visitor Spend Contribution: $1.28 billion
Why International Travellers Matter Most for Destination ROI
International visitors stay 3–5 nights longer on average
Spend 2× more than domestic attendees across accommodation & retail
Convert highest for premium dining, attractions, gifting & ticketed experiences
Deliver the strongest uplift in airport, airline, and rail revenue
Generate larger marketing influence through social media reach
Will have the highest propensity to spend on other events and attractions within the city/area.
To find out which other events in the surrounding areas are also happening, please check out STREAM, your event intelligence to help your business ensure you take advantage of the the opportunity uplift.
Breakdown of Total Visitor Economic Impact (All Visitors)
| Category | Est. Spend from All Visitors (USD millions) | Notes |
|---|---|---|
| Accommodation | 780 | Hotels benefit from both domestic and international visitors |
| Food & Beverage | 570 | High spend on dining & festive markets |
| Retail | 390 | Shopping surges in Vienna, Strasbourg & Cologne |
| Transportation | 180 | Flights, trains, local mobility |
| Entertainment | 120 | Tours, shows, and special events |
Key Takeaways:
Total attendance across top 5 European markets: 13,000,000
Estimated international travellers: 5,950,000 (46% of total attendance)
Total economic impact from all visitors: $2.04 billion
Accommodation and F&B make up the largest share of spending, while retail and entertainment are strong in the major shopping-focused cities.
The Challenge for businesses: Most Local Businesses Are Unaware and Unprepared for any Event Surges
Events are omni-present in all major cities but are almost always overlooked as an opportunity by many businesses. With businesses unaware of events, most operators cannot then accurately forecast overall visitor footfall and the opportunity attached to this, resulting in:
Understaffed operations
Incorrect stock allocation
Pricing strategies that miss seasonal opportunity
Poor timing of marketing campaigns
Difficulty predicting high-intent visitor segments by day
ACTDIVATE: Turning Visitor Demand into Real Commercial Growth
ACTDIVATE’s Event Intelligence Platform helps destinations, hospitality, and travel brands:
Predict visitor patterns using movement & demand signals
Forecast peak visitation days across cities and festival zones
Optimise inventory and staffing for high-intent travel windows
Target key visitor segments through data-led localisation
Understand dwell times, flows, and conversion potential
“Visitors deliver the largest commercial impact for Christmas markets—and yet most of the industry is still flying blind,” said Ian Clark, Director of Partnerships at ACTDIVATE.
“ACTDIVATE’s EVENT INTELLIGENCE allows brands to act on these signals weeks in advance, maximising revenue and operational efficiency.”
For more information on any of these events or any other events please schedule a demo of ACTDIVATE’s Event Intelligence platform, STREAM, and visit: https://actdivate.com/book-a-demo
