As the clocks go back and the nights close in, there is always a temptation to look for a winter escape that involves palm trees. But this year, the travel world has other ideas. Tripadvisor’s latest travel index has studied searches made by UK travellers between 1 August and 31 October 2026, for trips planned between 1 November 2026 and 28 February 2027, and the results are striking. Instead of the usual rush to the Mediterranean or the Canary Islands, British travellers are setting their sights north and east, towards places where the chill is a feature, not a bug. The top ten trending winter destinations in Europe are dominated by Christmas market towns, Alpine resorts and Arctic hideaways. It is a remarkable reversal of the old notion that winter holidays have to be hot. As Aarushi Kumar, Associate Director of Research & Insights at Tripadvisor Group, explains: “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.” There is a lovely, human logic to that. Rather than treating winter as an inconvenience, these travellers are leaning into everything the season has to offer: the crisp air, the early darkness lit by lanterns and fairy lights, the feeling of coming inside after a long walk and finally warming up. It is a holiday mood that feels more grounded and more memorable, the kind of trip that leaves you with stories rather than just a tan. And if you are among the many people who have always felt a little awkward about the idea of a “winter sun” getaway, this list is a welcome invitation to embrace the season in all its frosty glory. Imagine walking through a town square where every rooftop is outlined in fairy lights, the air smells of mulled wine, and the only sound is the crunch of your boots on snow. That is the kind of escape these destinations promise. It is not just about escaping the ordinary; it is about finding the extraordinary in a season we often forget to enjoy. That, perhaps, is why cold weather destinations are on the hotlist this year.
The top ten list reads like a dream board for anyone who loves frosty adventures. In first place is Strasbourg, France, a city that has perfected the art of the Christmas market. Second is Tromsø, Norway, far above the Arctic Circle, where the Northern Lights dance across the sky and the snow feels almost permanent. Third is Ghent, Belgium, a medieval treasure with canals, castles and a slower pace of life that makes it perfect for a winter weekend. They are followed by Saariselka in Finland, Chamonix in France, Zakopane in Poland, Bruges in Belgium, Nuremberg in Germany, Salzburg in Austria and Riga in Latvia. Each destination has its own character, but they all share a common thread: winter is not something to be tolerated here, but something to be enjoyed. There are thick woollen scarves, steaming mugs of mulled wine, the crunch of boots on fresh snow and the warm glow of street lights reflecting off icy cobblestones. What makes this list so encouraging is its variety. You can spend your days chasing the aurora in the Arctic or your evenings wandering through a centuries-old market square in central Europe. You can ski down alpine slopes or simply sip hot chocolate beside a canal. The index seems to understand that winter travellers are not a single type. Some are thrill-seekers, some are romantics, some are foodies, and some just want a reason to wear a really good coat. For those who grew up on winter fairy tales, these places feel familiar even if you have never set foot in them. The top ten includes something for all of us, and what unites the choices is a willingness to step outside the comfort zone and experience the season with all five senses. It is a reminder that travel is not only about finding warmth. Sometimes it is about finding wonder in the cold. And perhaps that is the real reason these places are trending: they offer a chance to feel alive in a way that a sun lounger rarely can. This is not about enduring winter; it is about dancing in it.
Beyond the top three, the list continues to deliver one enticing cold-weather experience after another. Saariselka, Finland, is a tiny village in Finnish Lapland that feels as if it was invented for winter. There you can ride a snowmobile through silent, snow-laden forests, set off on a husky safari, or simply wait in the dark for the Northern Lights to make their move. It is a place where time slows down and the elements take centre stage, and where the concept of cosiness takes on a deeper meaning. Chamonix, France, offers a completely different kind of magic, set against the dramatic backdrop of Mont Blanc. A trip to the Aiguille du Midi cable car is almost obligatory, lifting you to a viewing platform that feels like the top of the world. Ski touring is another favourite here, and the new Musée du Mont-Blanc adds a cultural layer to the adventure. Zakopane, Poland, sits at the foot of the Tatra Mountains and has long been a beloved escape for those who want both tradition and snow. Its thermal springs are the perfect way to thaw out after a day outside, while a stroll along the pedestrianised Krupówki Street lets you soak up the local atmosphere. The Gubałówka funicular railway is another must-do, offering sweeping views of the town and the mountains beyond. In Bruges, Belgium, winter turns the city into a fairy tale. Climb the Belfort medieval bell tower for a bird’s-eye view, then join a walking tour that takes in a canal cruise and a chocolate tasting. For an extra dose of nostalgia, strap on your skates and glide across the ice rink at Koning Albert I-park. Nuremberg, Germany, is almost synonymous with the Christmas market, and the city’s Kaiserburg medieval castle watches over the old town like a silent storyteller. Snowhiking in the surrounding landscape is a quieter way to experience the region. Salzburg, Austria, brings Baroque elegance to the winter season, with its famous Christmas Market, the magnificent 17th-century Salzburg Cathedral and the cheerful Winterfest in Volksgarten. And Riga, Latvia, is the understated jewel of the list, with its old town made for walking, its canal boat trips that turn romantic in the frosty air, and even husky sledding on the outskirts of the city. Taken together, these destinations prove that cold weather travel is far more than a single experience. It is a whole atmosphere, a state of mind, and an invitation to see winter as a season of possibility rather than a season of waiting.
At the very top of the index sits Strasbourg, and it is easy to see why. The city has long been known as the Christmas capital of the continent, and its market is an unmissable part of the European winter circuit. This year, the market will run for four weeks starting on 27 November, filling the streets with lights and wooden chalets that turn the old town into a festive scene straight out of a storybook. The aroma of mulled wine, roasted almonds and cinnamon-dusted pastries hangs in the air, and every corner seems to invite you to stop and stare. But Strasbourg is not just about the market. Tripadvisor also recommends visiting the Cathedral of our Lady of Strasbourg, a masterpiece of Gothic architecture that has stood for centuries. Inside, the stained glass windows are a kaleidoscope of colours, casting patterns on the stone floor as the light shifts outside. The astronomical clock is another unmissable element, a marvel of engineering that has drawn visitors for hundreds of years and still performs its mechanical dance at certain times of the day. To experience Strasbourg properly, you need to give yourself time to wander, to lose yourself in the narrow lanes of the Petite France district, and to allow the city’s unique Franco-German character to sink in. There is something about the combination of architecture, food, light and history that makes it feel less like a holiday and more like a living postcard. The city has a way of slowing you down, of making you want to linger over every window display and every warm drink. It is no wonder that so many UK travellers have made it their top choice this winter. In a season that can sometimes feel grey and endless, Strasbourg offers a burst of colour and warmth, a place where the cold is transformed into something welcoming. And because the market is so central to the experience, it feels like a true celebration of the season rather than a simple weekend away. You arrive as a visitor, but you leave thinking you have been part of something larger.
If you are less interested in markets and more drawn to wild landscapes, Tromsø in Norway is the destination that keeps calling your name. This Arctic city, set on an island surrounded by fjords, is one of the best places on earth to see the Northern Lights. The index recommends booking an excursion to get the best views, whether that means hopping on a minibus to escape the city lights or boarding a boat and watching the aurora reflect on the water. It is one of those experiences that makes you feel very small and very lucky at the same time. Tromsø also offers its fair share of grounded adventures, from reindeer sledding with the Sami people to fishing in the fjords, where you can pull in a catch and then perhaps enjoy it freshly cooked for dinner. There is a raw, elemental quality to life in Tromsø in winter, and that is precisely what makes it so appealing. You are not just a spectator; you are part of the landscape. At the other end of the winter spectrum, Ghent in Belgium rounds out the top three with a different kind of appeal. It is a city of culture, history and quiet corners, and it rewards those who take the time to explore on foot. A stop at the Castle of the Counts is practically compulsory. This medieval fortress is the only remaining castle of its era in Flanders that still has its moat and largely intact defence system, and walking through its stone halls feels like stepping back into a distant, dramatic past. Around the castle, Ghent’s cobbled lanes are lined with old houses, lively squares and welcoming cafés, where a pot of hot chocolate or a local beer is never far away. The city is less crowded than Bruges, which gives it a more relaxed and authentic atmosphere. Whether you come for the architecture, the galleries or simply to sit by a canal and watch the world go by, Ghent is a reminder that winter travel can be as much about comfort as it is about adventure. It does not need to shout; it simply invites you in and wraps you in a quiet kind of warmth.
The wider index also offers a rich menu of experiences for travellers who like to plan their days around something memorable. In Saariselka, for example, scenic snowmobile rides, husky safaris and photography tours under the Northern Lights are all on the list. Chamonix tempts with ski touring and a visit to the new Musée du Mont-Blanc. Zakopane invites you to soak in thermal springs and ride the Gubałówka funicular railway. Bruges encourages a climb up the Belfort, a canal cruise and a chocolate tasting, followed by ice skating at Koning Albert I-park. Nuremberg promises the familiar magic of its Christmas market, a walk to the Kaiserburg castle and snowhiking in the quiet white landscape. Salzburg combines the festive atmosphere of its Christmas Market with the Baroque beauty of its cathedral and the joyful Winterfest in Volksgarten. And Riga, the quietest entry on the list, offers old-town walks, canal boat trips and even husky sledding in the snow. What all these experiences share is a sense of participation. You are not merely looking at a place; you are doing something, tasting something, testing your balance on the ice or your courage in a husky sled. That may be the real secret behind this winter travel trend. Cold weather destinations ask more of you, but they also give more back. They make you work for your comfort, and that makes the mulled wine taste sweeter, the sauna feel hotter and the sight of the aurora feel like a personal gift. For anyone still deciding where to go this winter, the message of the index is an inviting one: you do not have to fly south to find warmth. You just have to dress properly, keep an open mind, and allow the season to surprise you. From the sparkling streets of Strasbourg to the frozen silence of Finnish Lapland, Europe is full of winter experiences that are not only trending but genuinely unforgettable. The snow boots are already packed. All that is left is to choose your own corner of the cold and let it work its magic.
