Christmas offers travellers a magical time to explore new cities, from cosy markets with mulled wine to dazzling light displays. With this in mind, long-haul travel specialists at Travelbag, analysed social media trends and data for 100 cities across the globe to find the most magical Christmas destinations.
Their research also identifies the UK’s most festive city, based on Google search data for terms such as ‘Christmas market,’ ‘Christmas movies,’ and ‘Christmas songs’ across 30 of the UK’s most populated cities.
London is crowned the world’s most picturesque city at Christmas with over 300,000 Instagram posts under #ChristmasinLondon
London tops the list as the most picturesque city at Christmas, with a remarkable 304,329 Instagram hashtag posts. From the dazzling light displays at Fortnum & Mason and Harrods to the iconic Winter Wonderland, which draws around 2.5 million visitors annually, London offers an abundance of festive experiences for tourists.
New York, affectionately known as the Big Apple, takes second place with an impressive 277,544 posts under #ChristmasinNewYork. Whether admiring the famous tree at Rockefeller Center, ice skating in Central Park, or exploring Bryant Park’s Christmas Village, NYC ensures your Instagram feed will be filled with festive charm.
Rounding out the top three is Paris, with 81,456 posts for #ChristmasinParis. In December, the City of Lights lives up to its name, with illuminations along the Champs-Élysées, the multicoloured tree at Galeries Lafayette, and the holiday displays that transform the Jardin des Plantes into a glowing wonderland.
| Rank | Location | Number of Instagram hashtags |
| 1 | London | 304,329 |
| 2 | New York | 277,544 |
| 3 | Paris | 81,456 |
| 4 | Dubai | 68,259 |
| 5 | Chicago | 39,079 |
| 6 | Vienna | 31,218 |
| 7 | Miami | 24,145 |
| 8 | Los Angeles | 23,115 |
| 9 | Melbourne | 21,691 |
| 10 | Sydney | 19,143 |
Edinburgh is revealed as the UK’s most festive city, with 189 Google Searches per 10,000 people
Edinburgh, Scotland’s capital, is crowned the most festive city in the UK, with a monthly search volume of 10,210 (189 per 10,000 people) for festive terms such as ‘Christmas decorations’ and ‘Christmas lights’. One of the city’s standout holiday attractions, The Castle of Light, returns this season, promising spectacular light displays projected across the historic castle walls.
Manchester takes second place, with 185 searches per 10,000 people. The city’s Christmas market spans over 200 stalls across nine locations, making it a must-visit destination. On December 8th, Manchester will add even more festive flair with its Christmas Parade, featuring over 400 participants spreading holiday cheer throughout the city.
Liverpool rounds out the top three, with 9,160 monthly searches for festive terms (184 per 10,000 people). From the light show at Liverpool Cathedral to the lively Liverpool Santa Dash and the annual pantomime, the city offers countless ways to experience its Christmas magic.
| Rank | City | Population | Monthly Google Search volume for festive terms | Monthly Google Search volume for festive terms per 10,000 people |
| 1 | Edinburgh | 540,000 | 10,210 | 189 |
| 2 | Manchester | 553,000 | 10,210 | 185 |
| 3 | Liverpool | 498,000 | 9,160 | 184 |
| 4 | Bristol | 467,000 | 8,280 | 177 |
| 5 | Preston | 141,000 | 2,490 | 177 |
| 6 | Birmingham | 1,150,000 | 20,020 | 174 |
| 7 | Belfast | 343,000 | 5,450 | 159 |
| 8 | Plymouth | 262,000 | 3,870 | 148 |
| 9 | Glasgow | 635,000 | 9,260 | 146 |
| 10 | Milton Keynes | 292,000 | 4,160 | 142 |
Sheryl Drane, Regional Destination Manager for the Middle East and Indian Ocean at Travelbag comments:
“When it comes to the ideal Christmas destination, Lapland’s snow-covered landscapes, pine forests, and cosy log cabins might seem tempting. However, some of the most picturesque destinations on Instagram at Christmas find themselves on the other side of the world with warmer climates.
“Dubai, for example, experiences 25°C temperatures in December but ranks as the fourth most picturesque festive destination with over 60,000 Instagram posts tagged #ChristmasinDubai. Between the impressive Christmas tree lights and renowned New Year fireworks, this destination will treat holiday-makers to a unique festive experience.
“Whether you choose a winter wonderland or a sun-soaked holiday, you will be sure to find the perfect destination to enjoy the festivities.”
Travelbag can arrange easy and hassle-free holidays for anyone wanting to experience some festive magic this holiday season.
