Edinburgh Christmas Market Named UK's Most Searched-For Festive Destination Ahead of Christmas 2026

Edinburgh has topped a new ranking of UK Christmas market search phrases, attracting around seven and a half times the Google search interest recorded for Glasgow’s equivalent term.

Visitors enjoy the festive atmosphere at a traditional Christmas market, as new research from digital marketing agency Koozai reveals the UK's most searched-for Christmas market destinations for 2026. | Koozai

The Scottish capital’s primary keyword recorded 27,100 estimated average monthly UK searches, compared with 3,600 for Glasgow. Edinburgh also finished ahead of Winchester and York, which each recorded 22,200.

Key findings

·       Edinburgh: 27,100 estimated monthly UK searches for its primary phrase.

·       Glasgow: 3,600 for its equivalent phrase.

·       Edinburgh ranked first among 30 selected UK destinations.

The analysis was conducted by digital marketing agency Koozai, using Semrush UK keyword data. The full UK Christmas market search rankings provide the complete 30-destination comparison and methodology.

Sophie, Managing Director of Koozai, said:

“Edinburgh’s Christmas market has clearly made an impression on people searching for a festive trip. Its main search phrase attracts around seven and a half times the searches of Glasgow’s equivalent. That doesn’t tell us who’ll actually turn up, of course, but it does show the strength of Edinburgh’s visibility when people are looking for Christmas plans.”