The key facts
- The Tripadvisor top 10 winter destinations in Europe is led by Strasbourg, Tromsø and Ghent
- The study is based on searches by UK travellers from 1 August to 31 October 2026 for trips up to 28 February 2027
- Cold destinations are in fashion: Christmas markets, the Arctic and the Alps instead of beach holidays
Cold destinations have displaced beach holidays
Tripadvisor has published its index of popular winter destinations in Europe, analysing search queries made by British travellers between 1 August and 31 October 2026 for trips from 1 November 2026 to 28 February 2027. The study revealed an unexpected trend: instead of warm winter getaways, Britons are searching for cold destinations — Christmas market towns and alpine locations top the lists across the continent. “Travellers are swapping beach loungers for snowshoes,” noted Aarushi Kumar, deputy director of research and insights at Tripadvisor Group, adding that tourists want to “embrace the winter season rather than escape it.”
The top 10 destinations and what to do there
According to the index, the top ten most popular winter destinations in Europe is led by Strasbourg in France, followed by Tromsø in Norway and Ghent in Belgium. Next come Saariselkä (Finland), Chamonix (France), Zakopane (Poland), Bruges (Belgium), Nuremberg (Germany), Salzburg (Austria) and Riga (Latvia). The leader of the list is famous for its Christmas market, which this year will run for four weeks starting on 27 November; Tripadvisor also recommends Strasbourg Cathedral of Our Lady with its stained-glass windows and astronomical clock. In Tromsø, visitors are advised to go in search of the northern lights — on minibus or boat excursions — as well as to enjoy reindeer sledding and fjord fishing. Ghent attracts with culture and history: the Gravensteen is the only medieval castle of that period in Flanders with a moat and a largely surviving defensive system.
Recommendations for the other cities on the list
For the remaining destinations, Tripadvisor listed their signature winter experiences. In Saariselkä — snowmobile rides, husky sledding safaris and northern lights photo tours. In Chamonix — a trip to Mont Blanc, a ride up the Aiguille du Midi, ski touring and a visit to the new Musée du Mont-Blanc. In Zakopane — thermal springs, the pedestrian Krupówki street and the funicular to Gubałówka. In Bruges — the Belfry, a canal boat tour with chocolate tasting, and ice skating in Koning Albert I Park. In Nuremberg — the Christmas market of the same name, the Kaiserburg castle and winter walks in the snow. In Salzburg — a Christmas market, the baroque cathedral of the 17th century and the Winterfest festival in Volksgarten park. In Riga — a walking tour of the old town, a canal boat ride and husky sledding.
