Christmas markets are an important part of seasonal travel, and often at the centre of the experience for families hoping to immerse themselves in the festive spirit.
Europe boasts some of the most famous and sensational Christmas markets in the world, but their popularity tends to attract huge crowds, which can be a deterrent for many visitors.
That’s why Wizz Air analysed over 35 popular European markets to find the hidden gems that are expected to receive fewer crowds than their more popular counterparts.
They used a Keyword Tool to assess each destination’s popularity, focusing on searches for ‘[Destination] Christmas Market’ on Instagram, TikTok, and Google, along with Google searches for ‘flights to [Destination]’ from October to December 2023.
Their report places the beautiful city of Sibiu, in Romania, in the third spot for the most underrated European Christmas markets, with only 4,620 total searches across Tiktok, Instagram and Google.
Saranda, in Albania, took the crown with just 900 searches, followed by Esslingen, in Germany, which boasts 3,470 searches.
Sibiu itself is a UNESCO-designated European Capital of Culture, known for its medieval architecture, cobblestone streets, and vibrant squares.
The Christmas market takes place in the city’s historic Piata Mare (Great Square), surrounded by beautiful Gothic, Baroque, and Renaissance buildings.
Here, visitors can sample traditional Romanian food, such as mici (grilled sausages), sarmale (stuffed cabbage rolls), and cozonac (a sweet, nut-filled bread).
The market showcases authentic Romanian holiday traditions, offering a range of local crafts, food, and drinks that visitors might not find in larger European markets.
Tripadvisor reviewers shared their glowing reviews of Sibiu market, highlighting its varied offerings, peaceful atmosphere and unique backdrop.
Eugen D stated: “The most beautiful Christmas market from Transylvania, Romania. Many stands with cookies and local food, nice atmosphere and a lively place. A skate ring and mini train are also good attractions.” [sic]
James W commented: “There’s something magical in the winter here.
“Busy carousel where you can have mulled wine, get your own on-the-go personalised tree decorations or gorge or matured traditional meat products or candy.”
Anca I echoed: “We visited in December and the Christmas Market is breathtaking. A must see if you visit Sibiu in the winter.”