Innsbruck, Austria Has the Most Festive Christmas Markets in Europe

The Christmas season is in full swing across Europe, and there’s perhaps no better way to take part in the festivities than by visiting a Christmas market.

These twinkling, little temporary shopping centers are sprinkled all across the continent and sell things like local sweets and pastries, mulled wine, and other local spirits, as well as fun, handmade trinkets and ornaments. The tradition of Christmas markets dates back to the 1200s in Vienna, but you can now find them everywhere from Amsterdam to Budapest.

But if you’re hoping to experience the most impressive of them all, the clothing company FatFace has a suggestion. According to a November study conducted by the brand, Innsbruck, Austria, is home to the most festive Christmas markets in Europe.

For its study, FatFace evaluated every European city with an annual Christmas market and gave each destination a “festivity score” based on factors such as “how Instagram-worthy it is, the likelihood of snow, and the increased demand from tourists over the festive period.” After all was said and done, Innsbruck, located about five hours west of Vienna and two hours south of Munich in the Austrian Alps, came out on top.

“Set against a backdrop of snow-covered mountains, Innsbruck in Austria takes the top spot as the most festive market,” FatFace reported. “This picturesque city received a festivity score of 95 out of 100 based on 1,000 Instagram hashtags, 600,000 estimated visitors during November and December (up 19 percent compared to the rest of the year), and a 46 percent chance of a snow day.”

Innsbruck also got the honor of being the snowiest destination on the list — that 46 percent chance equates to 13.7 potential snow days per month, making it highly likely you’ll see a flake or two if you do visit. Perhaps best of all, Innsbruck has not just one, but several Christmas markets, including some kid-friendly spots. Most will close up shop on Dec. 23, but the Panorama Christmas Market on the nearby mountain of Hungerburg ends on Jan. 6, 2025.

Tallinn, Estonia, came in second place on FatFace’s list, thanks to its daily 40 percent chance of snow, and a 28 percent flight demand increase, for a grand, festive total of 89. The Finnish capital of Helsinki snagged third, with its 300,000 Christmas market visitors per year and 39 percent chance of snowfall.

And since Christmas markets are arguably the most photogenic event one can attend in Europe, FatFace naturally created a separate category for the most Insta-worthy destinations on the continent. Edinburgh’s Christmas market ranked as the most picture-perfect since the Scottish capital has racked up more than 55,200 hashtags. Strasbourg, France, follows with 34,400 hashtags, and Vienna cinched third place with 22,500 hashtags.