Zagreb Advent: Europe's Leading Christmas Market Aims for Continued Growth
Zagreb Advent is a multi-venue Christmas market spread across central Zagreb, with each location offering its own unique theme. Launched in 2014, it has rapidly grown in popularity and was voted Europe's best Christmas market for three consecutive years from 2015 to 2017 by European Best Destinations.
In December 2024, the market attracted 245,352 overnight stays, a significant increase from 100,198 in its inaugural year, contributing approximately €100 million to the local economy. Zagreb Advent features music stages, craft stalls, traditional Croatian food, and an ice rink, providing a festive experience that transcends a single location.
To boost visitor numbers, Zagreb implements extensive promotional campaigns targeting the region and beyond, including billboards in neighbouring countries and train connections from Slovenia and Hungary, as well as marketing efforts reaching London and Milan.
The city aims to compete with major European Christmas markets such as Cologne, which attracts about 4 million visitors and generates around €229 million, Vienna with approximately 2.8 million visitors, and Strasbourg with about 2 million.
Tourism Minister Tonci Glavina emphasizes Croatia's transformation into a year-round, sustainable tourism destination, with initiatives to develop shoulder seasons that distribute visitors more evenly throughout the year.
Tourism accounts for more than a fifth of Croatia's economy, and officials view Zagreb Advent as a key component in diversifying tourism beyond the summer peak and maintaining stable visitor numbers year-round.
As of 2025, Zagreb Advent marks its 11th year and continues to solidify its status as Europe's best Christmas market.
