If you are new to Austria, it does not take long to realise that Christmas markets are serious business.
A new survey by the Austrian Retail Association (Handelsverband) in collaboration with Reppublika Research reveals just how much: three in four respondents plan to visit at least one Advent or Christmas market in 2025, and more than one-third are aiming for several.
The Handelsverband expects turnover of around €420 million, and a clear set of favourites has emerged.
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Schönbrunn takes first place
At the top of the list is the Christmas market at Schönbrunn Palace in Vienna, which is rated the country’s most popular Advent market in the Handelsverband survey.
Visitors are drawn by the imperial backdrop, traditional handicrafts, and food stalls, as well as the mix of family-friendly activities and a picture-perfect atmosphere.
For many locals, Schönbrunn offers the ideal balance: festive without feeling chaotic, grand without being overly commercial, and easy to combine with a winter walk in the palace grounds.
Rathausplatz and Spittelberg complete Vienna’s top trio
Second and third place also go to Vienna: the Christkindlmarkt on Rathausplatz and the Spittelberg market.
Rathausplatz is the quintessential Christmas postcard - a towering tree, an ice rink or skating paths in many seasons, bright lights, and rows of stalls. It is busy and touristy, but still ranks highly with residents for its atmosphere and central location.
Spittelberg, by contrast, is loved for its narrow cobbled streets, independent stalls and arts and crafts focus. It feels more like a neighbourhood event, popular with locals and expats who want something cosier than the big squares.
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Salzburg, Am Hof and Belvedere round out the favourites
Fourth place goes to the Salzburg Christkindlmarkt in the historic old town, followed by two more Vienna locations: the Am Hof Christmas market and the Christmas village at Schloss Belvedere.
Am Hof scores well for its mixture of crafts, food and after-work accessibility in the city centre. Belvedere is praised for its baroque setting and slightly calmer, more romantic atmosphere - another strong choice for those who prefer ambience over crowds.
Regional highlights: Linz, Graz, Innsbruck and Mariazell
Beyond Vienna and Salzburg, locals also rate:
the Linzer Christkindlmarkt
the main Christkindlmarkt in Graz
Innsbruck’s old town market beneath the Golden Roof
the Mariazeller Advent, one of the few non-capital markets to reach the top ten
The survey also notes the strong popularity of Welser Weihnachtswelt, Veldener Advent, and the Grafenegger Advent, which draw visitors from well beyond their immediate regions.
For international residents, this confirms two key points: you do not have to stay in Vienna to experience a top-tier market, and some of the most atmospheric options are located in historic town centres that combine sightseeing and Advent in one trip.
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What Austrians really go for
Unsurprisingly, punch and mulled wine are at the heart of the Christmas market experience.
According to the Handelsverband figures, 67 percent of visitors go for Punsch or Glühwein, 51 percent for hearty snacks like baked potatoes or raclette bread, and 45 percent for sweets. Decorations, toys and handicrafts are also popular, especially from smaller and regional stalls.
Markets are particularly popular with Generation Z: a large majority of 18- to 28-year-olds plan at least one visit, and many plan several. For Austria’s cities and small businesses, that means Advent remains both a cultural tradition and a significant economic boost.
For newcomers, the rankings offer a simple rule of thumb: start with Schönbrunn, Rathausplatz and one regional favourite, then explore smaller markets once you know the basics. The atmosphere locals are voting for is precisely what many internationals come looking for.
Key vocabulary
- Christkindlmarkt / Adventmarkt – Christmas market / Advent market
- Punsch / Glühwein – fruit punch (often alcoholic) / mulled wine
- Standl – market stall
- Handelsverband – Austrian Retail Association
- Altstadt – old town, historic city centre
- Regionalität – focus on regional products and producers
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