Winter tourism in Europe - statistics and facts

From the cozy atmosphere of the traditional Christmas markets to hitting the slopes in the Alps at some of the best ski areas worldwide, Europe’s rich tourism offer makes the region an attractive destination in winter. According to an analysis of hotel overnight stays in winter in selected Alpine regions, combined nights spent across accommodation in Switzerland, Austria, Italy, and Germany exceeded 50 million in 2022. Meanwhile, the Alps accounted for over 20 percent of tourist overnight stays in France in the winter of 2023. Overall, data on monthly international tourist arrivals in Europe in 2023 showed strong signs of recovery from the impact of the coronavirus (COVID-19) pandemic, with just an eight-percent decline in inbound visits in December 2023 compared to 2019.

What are the most budget-friendly ski resorts in Europe?

In a December 2023 study looking at the average weekly costs at 36 ski destinations, Italy’s Bardonecchia emerged as the cheapest ski resort in Europe in the 2024 season, ahead of Borovets in Bulgaria and Le Corbier in France. However, when focusing on the most budget-friendly ski resorts for families in the region, Jahorina in Bosnia and Herzegovina took the top spot in the list, followed by Passo Tonale in Italy. On the other end of the spectrum, another Italian resort, Cortina d’Ampezzo, ranked as the most expensive ski destination in Europe as of October 2023, with the average daily price of accommodation and a ski pass amounting to nearly 260 euros.

What do consumers spend money on at Christmas markets?

Particularly popular in Germany and the Tyrol region, which stretches over Austria and the north of Italy, Christmas markets now represent an important economic driver for tourism in winter across several European tourist destinations. For instance, in a December 2023 poll, Budapest (Hungary), Craiova (Romania), and Metz (France) were crowned as the favorite Christmas markets in Europe. Based on a November 2023 study on purchases at Christmas markets in Austria, roughly six in ten visitors reported spending the most money on mulled wine and punch, whereas less than a fifth of the sample mentioned toys or handcrafted items. Meanwhile, according to a 2023 survey of Christmas market activities in Germany, decorations also played a big part for consumers, as looking at the stalls was the most popular activity when visiting such tourist attractions.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Feb 2, 2024

Key insights

Tourist overnight stays in winter in France
86m
Hotel overnight stays in winter in Alpine regions in Europe
54m
Leading inbound travel market in winter in Austria
Germany
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Number of monthly international tourist arrivals in Europe from 2019 to 2023 (in millions)

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Monthly number of inbound tourist arrivals in Europe 2019-2023

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Most expensive ski destinations in Europe 2023

Favorite Christmas markets in Europe in 2023/2024

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