Winter travel is experiencing a renaissance. Rather than fleeing the cold, travelers are embracing it?immersing themselves in twinkling Christmas markets, enjoying brief yet exhilarating ski breaks and indulging in spa-focused retreats designed for winter rejuvenation. Here?s what?s fueling this trend and where travelers are heading.
Christmas Markets: Europe?s Winter Wonderland
Interest in iconic Christmas markets has surged. InsureandGo reports that Vienna?s City Hall market has seen a 352% increase year over year, London?s Southbank Winter Market is up 179% and Brussels? Winter Wonders has risen by 150%. The Allianz Partners European Holiday Destination Index supports this enthusiasm: American travelers are favoring London, Paris, Rome, Madrid, Dublin and Amsterdam for their festive atmospheres from November 2025 through January 2026.
Unexpected destinations are also gaining recognition. Craiova, Romania, has been awarded ?Best Christmas Market in Europe 2026? with 142,000 votes, nearly doubling the votes for previous winners. Montr?al is positioning itself as North America?s Euro-style alternative, hosting overlapping festivals from late November to early January.
The appeal of these markets extends beyond shopping. They now feature immersive experiences, spectacular light displays, live music and diverse global cuisine. River cruise operators like Avalon are expanding multi-market itineraries for 2026, allowing travelers to explore several cities without the hassle of repacking.
Snow Sports: Beyond Basic Ski Trips
Club Med reports a 7.5% increase in overall ski bookings for Winter 2026, with certain resorts experiencing remarkable growth (Serre Chevalier is up 210%). The mountain and ski resorts market, valued at $17.5 billion in 2025, is projected to reach $49.2 billion by 2035.
The modern ski getaway is rarely limited to just skiing. Seventy percent of skiers and snowboarders now book lessons or guided experiences, indicating a rise in beginners traveling with families. Austria leads in terms of price-to-quality satisfaction, but demand is also growing in the U.S. and China, demonstrating that Alpine winters are a global aspiration.
Trips are becoming shorter yet more frequent. Three to five-day getaways are preferred over extended holidays and last-minute December bookings have increased by 16.8% year over year. Technology is also making its way into the experience: mesh intercoms can connect up to 15 riders, smart passes provide real-time lift data and weather-triggered notifications alert powder enthusiasts the moment fresh snow falls.
Sustainability is a key concern. Eco-ski tourism is growing at an annual rate of 10%, with resorts investing in renewable energy, enhanced snowmaking and year-round programming. In the U.S., domestic travelers are filling accommodations even as inbound tourism declines and Western resorts are still projecting modest growth of 2?4% despite weak La Ni?a forecasts.
Wellness Retreats: Winter as Restoration
Wellness tourism is expected to surpass $1.4 trillion by 2027, with winter becoming its new highlight. Think Scandinavian spa resorts, Japanese onsens and Himalayan Ayurvedic retreats?each redefining the cold months as an opportunity for recovery rather than mere endurance.
According to the Global Hotel Alliance, travelers are looking to ?recalibrate, not retreat.? Ski resorts like Four Seasons mountain properties and Winter Park?s Zephyr Lodge combine powder-filled mornings with heat therapy in the afternoons. Hydrotherapy circuits now include snow rooms, emotional showers and cold plunge suites designed to enhance circulation and boost immunity.
Social wellness is on the rise: sauna socials, DJ-led yoga sessions and communal stargazing meditations highlight the desire for human connection. Gender-specific programs address menopause, hormonal health, high-performance recovery and cardiovascular resilience.
Brain health is also a focus, with neurofeedback labs, mindfulness intensives and tech-enabled diagnostics becoming more common. Resorts are implementing biometric screenings, AI health assessments, sleep suites and personalized nutrition plans. Even digital detox retreats are utilizing sensors to monitor progress.
Hot springs are becoming the centerpiece of winter road trips. California?s Sierra Nevada is witnessing a surge in visitors, with people planning itineraries around mineral pools like Grover Hot Springs (maintaining temperatures of 102?105?F year-round) and taking advantage of off-season rates.
The Common Thread
Christmas markets, ski escapes and wellness retreats all redefine winter as an asset. They blend authenticity, immersion and social connectivity?whether it?s clinking mugs of gl?hwein, sharing ski lessons, or participating in communal sauna rituals. Winter is appealing precisely because it is fleeting and atmospheric; travelers yearn for those ephemeral, seasonal memories.
Planning Your Winter Escape
- Book early: Popular markets, resorts and spas are filling up months in advance.
- Think beyond the obvious: Consider Craiova, regional Alpine towns, or emerging onsens for better value and fewer crowds.
- Mix experiences: Combine market-hopping with spa days, or ski mornings with thermal afternoons.
- Embrace the season: The magic lies in short days, snow-dusted landscapes and cozy rituals that cannot be replicated in July.
Winter 25/26 is not about merely surviving the cold?it?s about savoring it. Whether you?re wandering through a centuries-old market, carving down alpine slopes, or relaxing in a hydrotherapy circuit, the cold months now offer some of the most memorable travel experiences of the year.
