Vienna’s Christmas Markets Expect 4.5 Million Local Visitors

Vienna’s Christmas Markets Expect 4.5 Million Local Visitors

Image: WienTourismus/Christian Stemper

 

Seven in ten Viennese residents (71%) are planning to visit a Christmas market at least once this festive season, with an average of four visits expected during the weeks of Advent.

Altogether, this amounts to an impressive 4.5 million visits by locals alone, according to a study carried out by KMU Research Austria on behalf of the Vienna Chamber of Commerce.

There are 14 Christmas markets with around 800 stalls across Vienna. The markets are steeped in tradition and are becoming increasingly popular, said Margarete Gumprecht, Chair of the Trade Division at the Vienna Chamber of Commerce, in a press release.

The average spend per visit is now around €30 – a notable rise compared to the pre-pandemic figure of €22 in 2019.

“Altogether, this amounts to a total turnover of approximately €140 million – and this doesn’t even include the spending by tourists,” Gumprecht said.

“For more than half of the visitors, the festive atmosphere and the chance to spend time with friends are the main reasons for attending,” Gumprecht added.

The markets’ diverse offerings are another big draw for visitors. Around 43% plan to enjoy a drink, with the top choices being punch, mulled wine, and non-alcoholic punch. Some 29% are keen to sample food, with roasted chestnuts, candied almonds, and langos proving the most popular. Meanwhile, 34% are on the lookout for handicrafts, toys, and Christmas decorations, while 16% are shopping for Christmas gifts.

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