As the days shorten and temperatures drop, many travellers are choosing to embrace the chill rather than flee it. Tripadvisor's latest Travel Index, based on searches by UK travellers between August and October 2026 for trips from November through February, reveals a clear preference for frosty getaways across Europe.
The index, which tracks year-on-year search growth, shows that Arctic hideaways, Alpine resorts, and festive market towns are dominating traveller interest. According to Aarushi Kumar, Associate Director of Research & Insights at Tripadvisor Group, the trend is unmistakable: “It’s interesting to see such a strong trend towards cold weather escapes among Brits this winter, with travellers swapping sunloungers for snow boots. 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
The index ranks the following European destinations as the most trending for the upcoming winter season:
- Strasbourg, France
- Tromsø, Norway
- Ghent, Belgium
- Saariselka, Finland
- Chamonix, France
- Zakopane, Poland
- Bruges, Belgium
- Nuremberg, Germany
- Salzburg, Austria
- Riga, Latvia
Strasbourg, with its famous Christkindelsmärik, is a perennial favourite. The market, which runs for four weeks from 27 November, transforms the city into a winter wonderland of wooden chalets and twinkling lights. Beyond the market, visitors can admire the Gothic grandeur of the Cathédrale Notre-Dame de Strasbourg, including its stained glass and the celebrated astronomical clock.
For those chasing the aurora borealis, Tromsø in northern Norway offers prime viewing. Minibus and boat excursions provide the best vantage points, while reindeer sledding and fjord fishing add to the Arctic experience. Ghent, in Belgium, rounds out the top three with its medieval charm. The Gravensteen castle, Flanders' only surviving moated fortress with its original defences, is a must-see.
Experiences to try in the trending destinations
Beyond the headline cities, the index highlights a range of activities that are drawing travellers to these colder climes:
- Saariselka, Finland: Snowmobile rides, husky safaris, and photography tours to capture the Northern Lights.
- Chamonix, France: Trips to Mont Blanc, ski touring, and the newly opened Musée du Mont-Blanc.
- Zakopane, Poland: Thermal springs, a stroll down Krupówki Street, and the Gubałówka funicular railway.
- Bruges, Belgium: Climbing the Belfort tower, canal cruises with chocolate tastings, and ice skating at Koning Albert I-park.
- Nuremberg, Germany: The famous Christkindlesmarkt, Kaiserburg Nürnberg castle, and snowshoe hiking.
- Salzburg, Austria: The Salzburg Christmas Market and Winterfest in Volksgarten.
- Riga, Latvia: Walking tours of the old town, canal boat trips, and husky sledding.
This winter's travel trends reflect a broader shift in how Europeans are approaching the season. Rather than seeking out sun-drenched beaches, many are opting for destinations that offer a quintessential winter atmosphere. The appeal of cosy markets, snow-covered landscapes, and the chance to witness natural phenomena like the Northern Lights is proving irresistible.
For those planning their own winter escapes, it's worth noting that booking strategies can help secure better deals. And as energy costs remain a concern across the continent, winter fuel prices may influence travel budgets. Still, the appeal of a snowy getaway seems to outweigh these considerations for many.
Whether you're drawn to the festive lights of Strasbourg, the Arctic wilderness of Tromsø, or the medieval streets of Ghent, Europe's winter offerings are as diverse as they are enticing. As the index shows, the cold season is no longer a reason to stay indoors—it's an invitation to explore.
