Italian Christmas is experiential: markets and slow trains are among the most searched for trends

Interest in Christmas tourism is growing again and is confirmed as increasingly experiential, widespread and linked to the ability of the territories to offer easily accessible identity events. This is what emerges from the new study byTelepass Observatory, company of the Mundys Group and leader in electronic tolling and integrated mobility, which analyzes searches carried out on the web from 2023 to 2025 in relation to over 2,300 keywords to identify emerging trends in Christmas tourism. The Studio was born as part of the collaboration between Moveo, the travel and mobility magazine of Telepass, Seed Digital and Change Media. There were over 4.9 million online searches recorded between January and October 2025, an increase of +2.3% compared to the same period in 2024. Driving interest are four major trends which, year after year, consolidate themselves in the imagination of Italians and drive online searches: Christmas markets, nativity scenes and living nativity scenes, Christmas trains and Christmas lights.

Christmas markets: the engine of short-term Christmas tourism

With over 1.7 million searches, Christmas markets confirm themselves as the most relevant search key in absolute value for Christmas tourism. A figure that highlights how these events today represent one of the main drivers of choice for short and programmable trips. Iconic destinations such as Bolzano, Verona, Trento and Merano continue to dominate interest thanks to a consolidated positioning, the quality of the offer and the ease of access, which makes them “safe” destinations during the holiday period. Alongside the great classics, rapidly accelerating locations emerge such as Arezzo, Lake Garda, Padua and Levico Terme, capable of attracting demand thanks to distinctive formats and a Christmas proposal integrated with the urban and cultural context. There is also growing interest in European markets that are easily reachable for city breaks of a few days – from Strasbourg and Colmar to Munich and Krakow – confirming a Christmas tourism increasingly oriented towards high-impact thematic experiences, supported by the simplicity of travel.

Living nativity scenes

In 2025, interest in nativity scenes and live nativity scenes recorded a YTD growth exceeding +18%confirming the role of these experiences as a concrete lever of tourist mobility during the Christmas period. Naples remains a central reference, with the Telepass Observatory Study showing a concentration of interest on San Gregorio Armenoincreasingly perceived as an autonomous destination and capable of attracting dedicated flows. Alongside the symbolic places, rapidly growing villages and cities such as Matera, Manarola, Jesolo, Tricase, Custonaci, Caltagirone and Ossana, which transform the nativity scene into a widespread and immersive event. Reading the data indicates a shift in interest from the individual nativity scene to the territory as a whole, often in unusual contexts – from the sea to inland areas – strengthening the role of nativity scenes as an engine of distributed and short-term Christmas tourism.

Christmas trains: slow mobility becomes a tourist attraction

The trend relating to Christmas trains is one of the most dynamic in recent years, with YTD 2025 growth of approximately +7% and a leap over +26% in 2024, confirming a structural and non-episodic interest. The phenomenon is strongly concentrated on Trans-Siberian of Abruzzowhich alone intercepts approximately the 70% of cluster searches, establishing itself as a symbolic experience of Christmas tourism by rail. Reading the data shows a clear evolution: generic searches are decreasing and those linked to stages, routes, timetables and tickets are growing, a sign of a demand increasingly oriented towards concrete travel planning. Locations like Sulmona and Roccaraso thus strengthen their role as tourist hubs seasonal, while the success of the Trans-Siberian railway confirms how experiences of slow and panoramic mobility can become an autonomous travel motivation, capable of attracting national flows towards internal and less frequented areas during the Christmas period.

Christmas lights and illuminations record a YTD growth of +10% in 2025, signaling an increasing interest in light events capable of transforming urban space into experience. Even with smaller volumes than markets and nativity scenes, the research shows a strong concentration on specific locations, where the lights are part of a recognizable and continuous project. The Telepass Observatory indicates that the attractive effect is greatest in contexts in which the lighting interacts with historic centres, pedestrian paths and commercial areas, activating especially proximity flows. Cities and territories that have already emerged for other Christmas clusters – such as Verona, Padua, Arezzo and some locations on Lake Garda – intercept this demand thanks to the ability to integrate lights, events and cultural offerings. The lights thus confirm themselves as an effective lever for short trips and city breaks, helping to distribute tourist flows during the Christmas period and prolonging stays in easily reachable destinations.

Accessibility favors getaways lasting a few days

The trend analysis confirms how mobility is an enabling factor in Christmas tourist choices, especially for thematic experiences and short-term trips. In this context, Telepass supports accessibility to markets, widespread nativity scenes, light events and seasonal itineraries, facilitating travel to cities of art, villages and mountain destinations. Integrated mobility services – from electronic tolls to car parks and digital payments for urban parking – respond to a demand increasingly oriented towards city breaks, multi-destination trips and car-train combinations, helping to make the travel experience more fluid during the holiday period and to strengthen the tourist competitiveness of the territories.