The cosy season is upon us, and that can only mean one thing – Christmas is around the corner. We’ve analysed online search data to find the cities that have the most Christmas market hype compared to last year.
All over the globe cities are brimming with anticipation for the Christmas markets that are about to open their doors: mulled wine is warming, chestnuts are roasting, and holiday stalls are being stocked with unique gifts. But while the likes of Vienna and Nuremberg’s historic markets remain some of the most iconic to visit worldwide, there are many other fantastic destinations gaining attention each year, piquing the interest of people looking for more magic, and less crowds.
According to our research, which looks at which cities are seeing the biggest spikes in online interest for Christmas markets compared to the same period in 2023, Australia’s Sydney leads the way as the top festive destination of 2024, with a 233% increase in searches. Following closely behind are Tokyo, Japan (116%), and Cork in Ireland (108%).
Top 10 trending Christmas market cities for 2024
| Rank | Christmas Market Location | Increase in online search popularity versus Jul-Sep 2023 |
| 1 | Sydney, Australia | 233% |
| 2 | Tokyo, Japan | 116% |
| 3 | Cork, Ireland | 108% |
| 4 | Seattle, United States of America | 90% |
| 5 | Helsinki, Finland | 89% |
| =5 | Montreux, Switzerland | 89% |
| 7 | Malmo, Sweden | 85% |
| 8 | Geneva, Switzerland | 84% |
| 9 | Liverpool, United Kingdom | 83% |
| =9 | Oslo, Norway | 83% |
1. Sydney, Australia
Sydney is home to a plethora of different Christmas markets that pop up throughout the city from mid to late November. Filled with artisanal gifts, festive food stalls and complemented by live music, the holiday atmosphere down under is certainly on par with some of Europe’s most exciting wintery Christmas market destinations. Be sure to visit Martin Place Christmas Markets to see the tallest tree in New South Wales, adorned with over 300 sparkling baubles.
2. Tokyo, Japan
Tokyo seems to be growing in popularity as a Christmas destination, with the city featuring highly in our Trending Christmas Market Report 2023, and re-entering the charts in 2024, six places higher at number two. Much like Sydney, Tokyo offers a number of different Christmas markets, but one in particular, held in Meiji Jingu Gaien is particularly special – supported by the German Embassy, with a 14-metre tall tree shipped in from Germany itself, the market mirrors the unique charm of Europe’s famous Christmas markets and boasts handmade holiday ornaments, steaming mugs of hot chocolate, beer and Christmas workshops.
3. Cork, Ireland
For those visiting Ireland this Christmas season, Cork offers a magical festive experience with its traditional Corkmas, featuring a beloved parade and switching on of the Christmas lights, as well as its local famous Ferris wheel and vintage carousel making a return appearance too. Winterlee, brand new for 2024, is an immersive winter wonderland also opening in early November, where visitors can explore the usual wooden chalets, synonymous with Christmas markets, seasonal food and drink, a funfair, and even an Alpine Skate Trail.
As well as finding the trending cities where people want to visit a Christmas market this year, our research also analysed which specific Christmas markets have seen the biggest jumps in interest for 2024. The top ten is dominated by iconic USA, UK and Scandinavian markets. Sweden’s Skansen Christmas Market has seen the biggest jump in search interest, and both the United States and United Kingdom have three individual Christmas markets currently trending in the top ten worldwide festive fairs. Canada’s Distillery Winter Village has seen a big jump of 125% in search interest so far this year.
Top 10 Trending Individual Christmas Markets for 2024
| Rank | Christmas Market | Country | Increase in online search popularity versus Jul-Sep 2023 |
| 1 | Skansen Christmas Market | Sweden | +324% |
| 2 | Bryant Park’s Christmas Market | United States of America | +311% |
| 3 | Covent Garden Christmas Market | United Kingdom | +238% |
| 4 | Tivoli Christmas Market | Denmark | +140% |
| 5 | Distillery Winter Village | Canada | +125% |
| 6 | Blenheim Palace Christmas Market | United Kingdom | +122% |
| =6 | Montreux Noël | Switzerland | +122% |
| 8 | Frankfurt Christmas Market Birmingham | United Kingdom | +90% |
| 9 | Downtown Holiday Market | United States of America | +85% |
| 10 | Union Square Holiday Market | United States of America | +84% |
1. Skansen Christmas Market – Stockholm, Sweden
Held in Skansen, the world’s oldest open-air museum, the Skansen Christmas Market has been a beloved tradition since 1903. Chock full of history, Skansen itself was opened to preserve Sweden’s cultural heritage, and so the market oozes charm and individuality. The Skansen Christmas Market is held in Skansen, the world’s oldest open-air museum. Do not miss the chance to sample the Saffron Glögg, a sweetened, mulled red wine and traditional Swedish glögg.
2. Bryant Park Christmas Market – New York, United States of America
With thousands of travellers flocking to the city that never sleeps to enjoy everything it has to offer in the festive season, New York comes alive during Christmas – and Bryant Park’s Christmas Market is a must-see attraction. The longest running holiday market in the city, visitors can shop at artisanal stalls, warm up with steaming cups of mulled wine or hot chocolate, and enjoy free admission to the ice-skating rink, which stays open until March.
3. Covent Garden Christmas Market – London, United Kingdom
London’s Covent Garden transforms into a winter wonderland during the colder months, with the historic square buzzing with festive cheer. A towering Christmas tree, holiday pop-up shops, live music and even artificial snow showers thrill festive visitors to the area and will be sure to get anyone in the holiday spirit.
Our CEO Chris Rolland, adds: “Christmas is a thrilling time to visit new cities around the world, made all the more magical with the buzz of the festivities taking place around you, as well as getting to experience how other cultures celebrate this season. Last year it was fascinating to see Seattle, a brand-new Christmas market for 2023, top the rankings, and equally interesting to see that this year our research shows that Sydney, with its warm-weather Christmas, is the top trending Christmas Market destination for 2024.
“Whether you’re celebrating this year in a winter wonderland, or will be exchanging gifts under bright sunshine, we hope our research can give you some inspiration on where you could discover an enchanting new Christmas market adventure. Always be mindful, however, that popular events in big cities can attract pickpockets, so ensure you are prepared while travelling and remember comprehensive travel insurance to cover your festive getaway.”
Methodology:
Data was obtained from Google Keyword Planner. To calculate the percentage increase, we compared the search volumes for “{location} + Christmas market” between July-September 2023 and July-September 2024.
We also compared search volumes for individual Christmas markets that are identified by unique names (not simply the name of their city) during the same periods.
For a fair comparison of popularity, terms averaging fewer than 500 searches in 2024 were excluded.
All data is accurate as of October 2024.