Zagreb Utilizes Christmas Market to Expand Year-Round Tourism
Christmas markets serve as significant economic drivers for European cities during the month of December. The Croatian capital, Zagreb, has implemented an annual Christmas market, known as Zagreb Advent, as a strategy to attract tourists outside of the country's primary summer season. Tourism accounts for over 20% of Croatia's economy, prompting efforts to broaden its appeal as a year-round destination.
Zagreb Advent is central to this tourism strategy. Promotional campaigns for the event have been deployed in neighboring countries, London, and Milan. Additionally, special train services facilitate visitor travel from Slovenia and Hungary.
Market Structure and Offerings
The Zagreb Advent market is a multi-venue event that occupies various locations within the city center. Each site features distinct themes, decorations, and offerings. These include seasonal products such as sausages and mulled wine, alongside multiple music stages, craft stalls, traditional Croatian food vendors, art installations, and an extensive ice rink.
Impact and Growth
Since its establishment in 2014, Zagreb Advent was recognized as Europe's best Christmas market by the travel website European Best Destinations for three consecutive years, from 2015 to 2017. This period coincided with an increase in December visitors, with overnight stays rising from 100,198 in 2014 to 245,352 in 2024. The city's tourist board reported that the event contributed €100 million to the local economy during this timeframe.
Comparative Analysis
Despite its growth, Zagreb's Christmas market is comparatively smaller than some long-established European counterparts. The Christmas market in Cologne, Germany, is projected to attract four million visitors annually, generating an estimated economic impact of €229 million. Austria's capital, Vienna, draws approximately 2.8 million visitors to its market, and Strasbourg, France, receives two million. Furthermore, Zagreb Advent, which is in its 11th year, has a shorter operational history compared to markets such as Dresden (established in 1434), Strasbourg (1570), Vienna (1764), and Cologne (1820).
International Attendance and Local Business Benefits
Zagreb Advent reportedly attracts international visitors from countries including Italy, Spain, Bosnia, Slovenia, and the United Kingdom. Local businesses, such as the BioMania bistro, have indicated increased customer engagement and cross-marketing opportunities resulting from their participation in the market.