Sunshine blazes as people queue for prawns from a trailer selling seafood. The approach of Christmas means it’s barbecue season here in Western Australia.
My road trip has seen me swimming in the sea off Busselton Pier, meandering between the sculpture-like Pinnacles in Nambung National Park and pausing for photos by Hutt Lagoon’s shocking pink water. Continuing north to Kalbarri National Park will bring opportunities to hike the looping gorge carved by the Murchison River.
I’m loving my adventures in the Australian summer. This Christmas the only ice I’ll see will be in drinks. Maybe next year the snow will call?
A swing to the sun
Newmarket Holidays reports strong momentum for festive breaks promising winter sun. Malta has emerged as its fastest-growing Christmas itinerary, with bookings increasing by around 92% year-on-year.
Christmas in Andalucia has also seen steady growth, with bookings rising by around 35%. Yet traditional breaks in Europe remain a dependable favourite, with Christmas in Budapest the company’s most established product by volume, while its new, all-inclusive Christmas in the Bavarian Forest itinerary is in demand.
“Whether someone dreams of Christmas markets and mulled wine or a table in the sunshine, there’s a festive break to suit them, and our trade partners are perfectly placed to make that match,” says Hayley Morris, Head of Trade Sales and Partnerships at Newmarket Holidays.
Spas in Thailand and island resorts in the Maldives and Seychelles have long offered UK holidaymakers an alternative to established European winter breaks.
Tourism to the Middle East will hopefully rebound in time for the season of goodwill, with Saudi Arabia’s Red Sea Coast an emerging winter sunshine destination. So too is Alila Jabal Akhdar in Oman’s Al Hajar Mountains, where guests can enjoy dramatic landscapes, crackling hearths and stargazing under clear skies, cultural encounters in nearby mountain villages and wellness treatments.
Wintry breaks
Nonetheless, Alpine resorts and traditional winter destinations have an established allure. For holidaymakers looking to limit their carbon emissions, resorts in central Europe offer a no-fly alternative to intercontinental travel.
“A festive rail holiday in Switzerland combines all the ingredients for a truly magical Christmas – snow-draped Alpine peaks, chocolate-box villages, world-renowned mountain railways and wonderful companionship,” says Maria Cook, General Manager at Ffestiniog Travel, whose trade partners receive a 10% commission on escorted and 5% on unescorted tours.
Christmas markets have an enduring appeal, according to Ashley Dellow, Head of Retail Sales at Leger Shearings. “As we near towards the end of the main summer break, we now enter into the most key selling period for our Christmas Markets and Festive breaks at Leger and Shearings.
Really popular is Shearings Turkey and Tinsel itinerary, which represents great value for money and remains a firm favourite with what is included, and there is such a wide range of choice to choose from.
“If clients want a unique European Christmas Market, why not try Valkenburg in the Netherlands where the markets are in underground caves.”
Meanwhile, Audley has added Finnish Lapland to its portfolio of destinations, meaning clients can enjoy wintry experiences from gliding across the snow by husky sled to meeting Santa at his workshop, alongside cruising through icy waters in Rovaniemi and spending the night beneath the aurora in a glass-roofed igloo in Levi.
Understand the client
For those looking to avoid complex travel arrangements over the festive season, seasonal river cruises offer a comfortable way to experience multiple Christmas markets in a single trip. Oliver Tillson, A-ROSA’s Cruise Sales Manager, says: “Christmas markets remain one of Europe’s most-loved festive traditions. For agents, it’s an easy way to match family-focused clients with a stress-free, all-inclusive Christmas trip.”
Anna Sperry, Marketing and Operations Executive at America and Canada As You Like It, says: “The best festive breaks start with understanding what your client wants from their holiday. Winter offers far more than skiing and Christmas markets, so taking the time to match the destination to their interests will always create a more memorable trip.”
The year-end in North America is a crucial time in the NFL (American Football) season and a break in a city such as Chicago brings an opportunity to combine watching a Bears game at Soldier Field with Christmas shopping on the Magnificent Mile, visiting world-class museums and viewing architecture – including along the acclaimed Frank Lloyd Wright Trail.
Fluctuating exchange rates also influence travel trends. Notably, sterling has climbed 8.4% against the Japanese yen over the past year, yet that’s by no means the only reason to visit, according to Airi Motokura, Director of the Japan National Tourism Organization (JNTO) in London.
“Japan bridges the gap between snowy winter wonderland and once-in-a-lifetime experiences, making it an increasingly lucrative destination for UK travel agents to sell during the festive season.”
Top Christmas experiences
A-ROSA’s river cruises are ideal for multigenerational families, letting guests experience several Christmas markets in one trip.
Vienna is an outstanding destination for couples or small groups looking to experience Christmas markets. Jet2CityBreaks depart from across the UK.
Solo travel is on the rise. Valletta and the hidden gems of Malta is one of specialist tour operator Just You’s escorted holidays.
Ras Al Khaimah offers winter sunshine with easy access to local culture and heritage. Kenwood Travel operates holidays to the emirate.
BOOK IT
Ffestiniog Travel’s Christmas and New Year in Switzerland tour departs December 21, costing from £3,880pp.
