Chestnuts are roasting, fairy lights are twinkling, and the scent of cinnamon is in the air – which can only mean one thing: Christmas market season is here. But where are travellers heading this year to get their festive fix?
To find out, we at InsureandGo took a sleigh ride through Google data to uncover the top trending Christmas markets of 2025. From fairytale squares in Austria to riverside chalets in London, these are the spots generating the most buzz – and it’s not hard to see why.
Vienna Leads the Festive Pack with a 352% Surge in Searches
Coming in at number one is the Vienna City Hall Christmas Market (Wiener Christkindlmarkt am Rathausplatz), which has seen a huge 352% year-on-year increase in online searches – the biggest leap globally. With its illuminated ice-skating trails and stalls full of hand-crafted ornaments and glühwein, Vienna offers that quintessential European festive magic.
In second place is London’s beloved Southbank Centre Winter Market, offering riverside charm and gourmet street food (truffle burger, anyone?). It’s not just a beautiful place to pick up gifts, it’s also seen a 179% rise in search interest since last year.
Completing the top three is Winter Wonders in Brussels, up 150% in searches – thanks, no doubt, to its showstopping light projections at Grand Place and irresistible Belgian treats.
From Europe to the USA: Global Markets on the Rise
While European cities dominate the list, the United States actually boasts the most entries in the top 10, including:
- Atlanta Christkindl Market (+140%)
- Chicago’s Christkindlmarket (+84%)
- Bryant Park Winter Village, New York (+83%)
- Union Square Holiday Market, San Francisco (+83%)
Canada, Ireland, and the UK also make strong showings – proving that festive fever truly is a global affair.
Top 15 trending Christmas markets for 2025
| Rank | Christmas Market | Country | Year-on-Year Change in Search Interest |
| 1 | Vienna City Hall Christmas Market | Austria | +352% |
| 2 | Southbank Centre Winter Market | United Kingdom | +179% |
| 3 | Winter Wonders Brussels | Belgium | +150% |
| 4 | Atlanta Christkindl Market | United States of America | +140% |
| 5 | Christkindlmarket Chicago | United States of America | +84% |
| 6 | New York Bryant Park Winter Village | United States of America | +83% |
| 7 | San Francisco Union Square Holiday Market | United States of America | +83% |
| 8 | Prague Old Town Square Christmas Market | Czech Republic | +82% |
| 9 | Toronto Distillery Winter Village | Canada | +79% |
| 10 | Nuremberg Christmas Market | Germany | +76% |
| 11 | Amsterdam Winter Paradise | Netherlands | +75% |
| 12 | Dublin Castle Christmas Market | Ireland | +60% |
| 13 | Birmingham Frankfurt Christmas Market | United Kingdom | +53% |
| 14 | Blenheim Palace Christmas Market | United Kingdom | +50% |
| 15 | Quebec City Christmas Market | Canada | +50% |
Spotlight on the top 3 Christmas markets
From riverside strolls to fairytale town squares, these three markets are stealing the spotlight this festive season. Here’s what makes them extra magical:
Vienna City Hall Christmas Market (Austria)
Set in front of the stunning Rathausplatz, Vienna’s flagship market blends old-world charm with modern cheer. With its improved layout and glowing visitor feedback, it’s no surprise interest has soared. Don’t miss the illuminated ice trail weaving through the park – perfect for skaters of all skill levels.
Southbank Centre Winter Market (London, UK)
Stretching along the Thames, this market is less chaotic than Hyde Park’s Winter Wonderland, but just as festive. Think: cheese toasties, duck wraps, Dutch pancakes – and even toasted marshmallows around fire pits at Fire & Fromage. A must-visit for foodies and gift-hunters alike.
Winter Wonders (Brussels, Belgium)
Spread across several squares, including the UNESCO-listed Grand Place, this market offers more than waffles and chocolate (though there’s plenty of that). The dazzling light and sound show makes this a bucket-list Christmas experience.
Honourable mention: Buckingham Palace joins the festive sun
One market that’s making waves without a year-on-year comparison? The brand-new Buckingham Palace Christmas Market has gone from zero to over 14,000 searches a month. Held at the Royal Mews, this pop-up gives you the rare chance to buy royal-themed Christmas gifts – inside palace grounds!
A word of advice from our experts
Letitia Smith, Head of Communications at InsureandGo, says:
“Christmas markets are at the heart of the festive season, and it’s particularly interesting to see the mix that is capturing interest this year. Vienna’s Rathausplatz has always been iconic, leading global search trends with such a dramatic increase could signal that people are craving quintessential European Christmas experiences more than ever. But looking at the broader trends, markets across Canada, USA, and Ireland are all on the up as well.
“Whether you’re toasting marshmallows at Fire & Fromage in London, or sampling Belgian waffles in the Grand Place, be mindful when visiting big cities. Popular events like Christmas markets can attract pickpockets, so ensure you are cautious while exploring and get comprehensive travel insurance to cover your festive getaway, so you can truly relax and enjoy the festivities.”
Get Covered Before You Go
Planning your own magical market escape? Make sure you’re covered. From lost baggage to stolen phones or unexpected emergencies, InsureandGo travel insurance has your back – so you can focus on sipping that hot chocolate, not stressing about the ‘what ifs’.