From markets and nativity scenes to illuminations: here are the trends driving Christmas tourism

And then there are the European destinations, such as Strasbourg, Colmar, Munich and Krakow, "confirming that Christmas tourism is increasingly oriented towards high-impact thematic experiences, supported by ease of travel"

Interest in cribs (including 'living' ones) will grow by more than 18% in 2025. Naples remains a central reference, with the study showing a concentration of interest on San Gregorio Armeno.

And villages and towns such as Matera, Manarola, Jesolo, Tricase, Custonaci, Caltagirone and Ossana are also asserting themselves. A reading of the data indicates a shift of interest from the individual crib to the territory as a whole, often in unusual contexts - from the sea to inland areas - reinforcing the role of cribs as an engine of distributed and short-term Christmas tourism.

The Christmas train trend is also growing, one of the most dynamic in recent years, with a growth in 2025 of around 7% (it had been 26% in 2024). The phenomenon is strongly concentrated on the Abruzzo Trans-Siberian Railway, which alone intercepts about 70% of the cluster's searches, establishing itself as a symbolic experience of Christmas tourism by rail.

A reading of the data, the study explains, shows a clear evolution: "Generic searches are decreasing and those linked to stages, routes, timetables and tickets are growing, a sign of a demand increasingly oriented towards concrete travel planning. Locations such as Sulmona and Roccaraso are thus reinforcing their role as seasonal tourist hubs, while the success of the Trans-Siberian Railway confirms how slow and scenic mobility experiences can become an autonomous travel motivation, capable of attracting national flows to inland and less-travelled areas over the Christmas period'.

Finally, there are the Christmas illuminations, which, although they have been sought after as a destination for years, will record a 10% growth in 2025. The Telepass Observatory indicates that "the attractive effect is greatest in contexts in which the lighting dialogues with historical centres, pedestrian routes and shopping areas, activating flows especially of proximity. Cities and territories that have already emerged for other Christmas clusters - such as Verona, Padua, Arezzo and some resorts on Lake Garda - intercept this demand thanks to their ability to integrate lights, events and cultural offerings. The illuminations are thus confirmed as an effective lever for short trips and city breaks, helping to distribute tourist flows over the Christmas period and extend stays in easily accessible destinations".