Top 2024 Destinations for Winter Holiday Travelers
If you’re planning a trip this winter and you want to return with loads of postcard-perfect photos, here are the world’s top cities, according to a new study.
But which cities are the most festive and picturesque while also offering deals on hotels for a weekly stay? A new study by Heepsy analyzed 56 cities worldwide to identify and rank the top Instagrammable holiday destinations for winter 2024. The research focused on factors such as popularity, accommodation options, affordability, and winter-specific attractions, including snowfall and seasonal events. The final ranking prioritized Instagram hashtag counts, reflecting each destination’s visual and social media appeal, while other factors, like search volume and accommodation data, provided additional context to rank the destinations most appealing for winter holiday travelers.
Here are the top 10:
Bolzano, Italy, leads the ranking with the highest number of Instagram hashtags at an impressive 866 million, making it the most visually appealing winter destination. With 100 winter festivals and 23 Christmas markets across Italy, it offers both the festive spirit and amazing scenery. Bolzano is a picturesque town in the Tyrol, and is the gateway to the Dolomites. Bolzano itself is known as the Italian Capital of Christmas. Photo opportunities include Runkelstein Castle, known for its 14th-century frescoes, Messner Mountain Museum Firmian, an alpine-themed museum in a medieval mountaintop castle, and Piazza Walther—scenic central square with many cafes and shops, and where the Christmas markets are set up, and Bolzano Cathedral with its sandstone façade.
Amsterdam, Netherlands, ranks second with 37 million hashtags and stands out for its cultural vibrancy, hosting 300 winter festivals, the second-most among the cities. With 549 hotels available for the winter holiday week and relatively affordable accommodation at $950 per week, Amsterdam offers lively and picturesque scenes for travelers during the holiday season, including the canals at night with the lamplight reflected on the water.
New York City, USA, takes third place with 36.9 million Instagram hashtags and leads in winter attractions with 2,400 winter festivals—by far the most among all cities. With an average snowfall of 76 centimeters, NYC offers the best winter holiday experience, being home to festive events, snowy landscapes, and Instagram-worthy sites. You can venture into Central Park and take photos of the winter wonderland with its iconic ponds and stone bridges, the skating rink and more.
Prague, Czech Republic, ranks fourth with 19.2 million Instagram hashtags. It has the highest number of hotels available (1,129) for the holiday week, making it one of the most accessible cities for travelers. Prague also offers 20 winter festivals and 2 Christmas markets, making it a top choice for a festive but affordable winter getaway. Prague’s Christmas markets are a top winter attraction, with multiple locations across the city. Sample grilled sausages, mulled wine, and Czech beer, as well as handmade decorations and Bohemian crystal. Prague often gets a good snowfall in the winter, with an average of 11.9 days of snow in December, 12.1 days in January, and 11.4 days in February. When snow covers the city’s Gothic and Baroque buildings, you have a fairytale pic in the making. Dress warmly and get to love the taste of mulled wine because winter days in Prague are short, with an average of only 2 to 3 hours of daily sunshine. If temperatures drop enough you may get to see the Vltava River freeze over, which is a breathtaking sight. Other sights include the Astronomical Clock, the Church of Our Lady before Týn, the Charles Bridge, and Prague Castle.
Venice, Italy, ranks fifth with 17.7 million hashtags and is the most luxurious destination, with the highest hotel cost at $5,000 for the holiday week. It also has the best hotel rating at 8.7. With 100 winter festivals and stunning views, Venice is perfect for those seeking a high-end winter holiday. Advantages of visiting Venice in Winter include fewer crowds, and a romantic atmosphere as fog and mist linger over the canals. Try ice skating at Campo San Polo, one of the city’s largest squares. Rug up and take a cozy gondola ride or peruse the traditional Venetian winter festivals, such as the Feast of Santa Maria della Salute. Visit Murano’s glass factories to watch glass masters at work and purchase art.
Vienna, Austria, takes the sixth spot with 16.9 million Instagram hashtags. The city has the second-most number of hotels on the list at 1391 and a modest average hotel cost of $1,007. Vienna is known for its many winter activities, including Christmas markets, ice skating, and fabulous balls. Vienna’s ball season takes place in January and early February, with over 400 balls held across the city. On Saturday, January 25th 2025 The Vienna Rainbow Ball celebrates its 27th year of combining the classic Viennese ball tradition with the celebration of sexual and gender diversity. Vienna also has many spas to warm up in during the winter, including Oberlaa Spa, Sacher Spa, and Aux Gazelles Hammam. Take some coffee, hot chocolate and torte in one of the historic cafes then browse the many museums.
Stockholm, Sweden, ranks seventh with 15.1 million hashtags and stands out for its affordability, with hotel costs at $612 per week, one of the cheapest among the cities analyzed. Though it only hosts six winter festivals, Stockholm’s cozy winter atmosphere and affordability make it a great option for travelers on a budget. Winter is the best time to see the Northern Lights, which can appear as shades of red, green, and pink in the sky. And the buildings in Old Town look just like gingerbread houses. All around, you will notice signs of The Swedish word hygge (pronounced “hoo-gah”), which means a feeling of contentment, coziness, and well-being.
Copenhagen, Denmark, ranks eighth with 11.3 million hashtags and is celebrated for its festive markets and lively holiday spirit. The city offers a perfect mix of culture and affordability, with hotel rates at $970 per week and 17 winter festivals to explore. Shop for gifts and enjoy gløgg, a mulled wine, and aebleskiver, a pancake dessert, at markets like Nyhavn and Højbro Plads.
Budapest, Hungary, takes ninth place with 6.6 million Instagram hashtags and an impressive 1,787 hotel options, ensuring plenty of accommodations for visitors. With its rich cultural heritage, Budapest offers 9 winter festivals, providing both an affordable and traditional holiday experience. The city’s baroque buildings, historic castles, and the Danube River make for beautiful scenery. Budapest has many ruin pubs, or bars, where you can grab a drink on a cold winter night. Budapest’s famous thermal baths are a unique winter experience.
Granada, Spain, closes the top ten with 7 million hashtags and the most affordable accommodations, averaging $606 per week. With 58 centimeters of snowfall and 40 winter festivals, Granada is full of natural beauty and a lively holiday atmosphere. Granada has many special things to offer in the winter, including: the snow-capped Sierra Nevada mountains, where you can go skiing or take in the view from the Mirador de San Nicolás lookout. And of course, the Alhambra, a UNESCO World Heritage site that’s even more magical in the winter. Granada has a festive atmosphere in the winter, with Christmas carols in the squares, stands selling roasted chestnuts in the busiest parts of the city, and spice markets near the Granada Cathedral.
“When planning your winter getaway, consider balancing your budget with the kind of experience you want,” a spokesperson from Heepsy said. “For luxury seekers, destinations like Venice offer top-rated accommodations. However, if you’re looking for a more affordable yet equally festive holiday, cities like Granada and Stockholm deliver beautiful winter landscapes and vibrant holiday atmospheres without breaking the bank. Make sure to check out each destination’s winter festivals and Christmas markets to immerse yourself in the local holiday spirit fully.”
Top 10 at a glance
| Country | City | Instagram Hashtag Count | Hotel Costs | Average Rating | Average Snowfall (cm) | Winter Festivals | Christmas Markets |
| Italy | Bolzano | 866M | $1,869 | 8.4 | 5 | 100 | 23 |
| Netherlands | Amsterdam | 37M | $950 | 8.2 | 1 | 300 | 1 |
| USA | New York City | 36.9M | $2,150 | 7.8 | 76 | 2,400 | 31 |
| Czech Republic | Prague | 19.2M | $1,345 | 8.6 | 18 | 20 | 2 |
| Italy | Venice | 17.7M | $5,000 | 8.7 | 5 | 100 | 23 |
| Austria | Vienna | 16.9M | $1,007 | 7.9 | 5 | 80 | 6 |
| Sweden | Stockholm | 15.1M | $612 | 7.9 | 7 | 6 | 2 |
| Denmark | Copenhagen | 11.3M | $970 | 8.0 | 5 | 17 | 5 |
| Hungary | Budapest | 6.6M | $1,050 | 8.5 | 5 | 9 | 1 |
| Spain | Granada | 7M | $606 | 8.3 | 58 | 40 | 2 |
To see the complete research, go here.
