What’s trending for winter travel? Tripadvisor reveals its top European destinations and experiences
Looking for some winter holiday inspiration? A new travel index has revealed which European destinations and experiences will be trending this chilly season. Tripadvisor’s latest study has analysed searches...
Looking for some winter holiday inspiration? A new travel index has revealed which European destinations and experiences will be trending this chilly season.
Tripadvisor’s latest study has analysed searches made by travellers in the UK between 1 August 2026 and 31 October 2026, for getaways between 1 November 2026 and 28 February 2027.
Rather than warm winter holidays, its research found that cold weather destinations are on the hotlist, with festive Christmas market towns and Alpine locations topping the list across the continent.
“It’s interesting to see such a strong trend towards cold weather escapes among Brits this winter, with travellers swapping sunloungers for snow boots," Aarushi Kumar, Associate Director of Research & Insights at Tripadvisor Group, said.
“Arctic hideaways, Alpine towns and cosy Christmas market cities taking the top spots just shows that travellers are looking to lean into the colder season rather than escape it.”
Top 10 trending winter destinations in Europe
The trending European winter destinations, according to the Tripadvisor Travel Index:
- 1. Strasbourg, France
- 2. Tromsø, Norway
- 3. Ghent, Belgium
- 4. Saariselka, Finland
- 5. Chamonix, France
- 6. Zakopane, Poland
- 7. Bruges, Belgium
- 8. Nuremberg, Germany
- 9. Salzburg, Austria
- 10. Riga, Latvia
Winter experiences in Europe you won’t want to miss
Topping Tripadvisor’s trending European destinations is Strasbourg in France. It’s famed for its Christmas market, where lights and wooden chalets set the festive scene. This year, the market will run for four weeks starting 27 November.
Alongside the market, Tripadvisor also recommends visiting the Cathedral of our Lady of Strasbourg – a masterpiece of Gothic architecture, stained glass windows and the must-see astronomical clock.
For Northern Lights chasers, book an excursion to Tromsø in Norway. To get prime views of the atmospheric phenomenon, hop on a minibus or boat tour. Visitors should also add reindeer sledding and fjord fishing to their Tromsø itineraries.
Rounding up the index’s top three trending winter destinations, Ghent in Belgium offers a host of cultural and historical experiences. A stop by a key monument like the Castle of the Counts is a must. This medieval attraction stands as Flanders’ only remaining castle from that era with a moat and largely intact defence system.
Here are some of the other experiences to try in the trending destinations this winter:
Saariselka, Finland
• Scenic snowmobile riding
• Go on a husky safari
• Photography experiences to capture the Northern Lights
Chamonix, France
• A trip to the Mont Blanc resort town and scaling Aiguille du Midi
• Go ski touring
• Visit the new Musée du Mont-Blanc
Zakopane, Poland
• Visit Zakopane’s thermal springs
• Stroll along the pedestrianised Krupówki Street
• Take in the views aboard the Gubałówka funicular railway
Bruges, Belgium
• Climb the Belfort medieval bell tower for sweeping views of the city
• Take a walking tour, with a canal cruise and chocolate tasting experience included
• Put on your skates and go ice skating at Koning Albert I-park
Nuremberg, Germany
• Experience a German holiday tradition at Nuremberg Christmas Market
• Visit Kaiserburg Nürnberg medieval castle overlooking the old town
• Go snowhiking
Salzburg, Austria
• Salzburg Christmas Market
• A visit to the Salzburg Cathedral – a 17th-century Baroque landmark
• Attend Winterfest in Volksgarten
Riga, Latvia
• A walking tour around Riga’s old town
• Sightseeing on a canal boat trip
• Snow experiences, like husky sledding
