Estonia’s Christmas Tourism Breaks Records, But Full Recovery Still Elusive

Published on December 16, 2025

Tourism in Estonia has made a significant recovery this Christmas season, with the number of visitors surpassing pre-pandemic levels. Despite the success of the holiday period, data from Statistics Estonia reveals that foreign tourism for the whole year still remains below 2019 numbers. One key reason for this ongoing gap is the substantial decline in Russian tourists, who are no longer able to visit Estonia due to the visa ban imposed following the onset of the war in Ukraine.

While Estonia is seeing a surge in tourism during the Christmas period, the country’s overall tourism recovery is still a work in progress. The decline in Russian tourism, which historically accounted for a significant portion of foreign visitors, has created a noticeable void that has yet to be fully filled by tourists from other countries. However, despite these challenges, the country’s tourism industry is optimistic about the future, with signs of steady growth and improvement heading into the new year.

Christmas Tourism Boosts Estonia’s Economy

Estonia’s Christmas tourism has seen a remarkable boost, outpacing the levels seen before the pandemic. Tourists flocking to Estonia to experience the country’s festive markets, winter events, and cultural celebrations have made this holiday season one of the best in recent years. Tallinn, the capital city, is a major draw for visitors with its beautifully preserved medieval Old Town, which transforms into a winter wonderland with Christmas lights, decorations, and a famous Christmas market held in Town Hall Square.

The Tallinn Christmas Market is one of the oldest in Europe and attracts thousands of visitors each year. Its festive atmosphere, along with the chance to enjoy traditional Estonian holiday foods, local crafts, and seasonal performances, makes it a must-visit for many. The strong performance of Christmas tourism has helped to provide a much-needed economic boost to local businesses, including hotels, restaurants, and shops, all of which benefit from the influx of visitors.

In addition to Tallinn, other parts of Estonia, such as Tartu, Pärnu, and Narva, also see an uptick in tourism during the festive season, as both local and international travelers come to enjoy the Christmas spirit. Many visitors are attracted to the opportunity to experience Estonian culture and history through various seasonal events, including concerts, ice skating, and winter tours.

Yearly Tourism Figures Remain Below 2019 Levels

While Christmas tourism is thriving, Estonia’s overall tourism industry is still feeling the effects of the pandemic and the subsequent reduction in international visitors. According to data from Statistics Estonia, the total number of foreign tourists visiting Estonia in 2025 has not yet reached pre-pandemic levels. Despite a strong recovery in certain markets, the loss of Russian tourists remains a key factor in the overall decline.

Before the war in Ukraine, Russian tourists were one of the largest groups of international visitors to Estonia, often traveling to cities like Tallinn and Tartu for shopping, sightseeing, and cultural experiences. However, since the imposition of the visa ban following the Russian invasion of Ukraine, there has been a sharp drop in the number of Russian nationals visiting Estonia. This has left a gap in the tourism market that has not yet been fully replaced by tourists from other countries.

Diversifying the Tourism Market

To compensate for the loss of Russian tourists, Estonia has been focusing on diversifying its tourism market. Efforts are being made to attract visitors from other parts of Europe, Asia, and the United States, who are looking for authentic European experiences. Estonia’s rich cultural history, modern attractions, and natural beauty provide a compelling alternative for travelers seeking a destination that is less crowded than other European capitals.

In particular, Estonia is promoting eco-tourism and cultural tourism, emphasizing its beautiful national parks, forests, and pristine coastline. The country’s unique festivals, such as the Tallinn Music Week, the Parnu Film Festival, and Seto Folklore Festival, are drawing a diverse crowd of international visitors. Additionally, Estonia is focusing on attracting business travelers and conference tourism by showcasing its modern digital infrastructure and tech-savvy reputation.

The Impact of the War in Ukraine on European Tourism

The war in Ukraine continues to have a significant impact on European tourism, particularly in countries like Estonia that were once heavily reliant on Russian visitors. However, Estonia’s tourism sector has shown resilience, with the government working closely with travel agencies and local businesses to recover from the decline in Russian tourism and to reposition the country as a top destination in Northern Europe.

Efforts to attract tourists from non-EU countries, such as the United States and China, are also being expanded. By focusing on niche tourism markets and promoting Estonia’s unique attractions, the country is aiming to maintain its position as an attractive travel destination.

Looking Ahead: The Future of Tourism in Estonia

As the world continues to recover from the pandemic and political tensions stabilize, Estonia is likely to see continued growth in its tourism sector. The success of the Christmas season, despite challenges, shows that there is still a strong demand for travel to the country. By diversifying its tourism offerings and targeting new markets, Estonia is well-positioned to rebound in the coming years.

The country’s tourism authorities are working on long-term strategies to improve infrastructure, promote sustainability, and attract more international visitors, especially those seeking authentic and unique experiences. As the global tourism industry continues to evolve, Estonia’s tourism sector will undoubtedly continue to adapt and innovate, ensuring that it remains an attractive destination for years to come.

Conclusion

Estonia’s tourism industry has experienced significant growth in Christmas tourism in 2025, thanks to the country’s festive offerings and its ability to attract international visitors. However, despite the strong performance during the holiday season, the overall number of foreign tourists remains below pre-pandemic levels, largely due to the loss of Russian tourists. As Estonia continues to diversify its tourism market, the future of the sector looks promising, with efforts to boost international arrivals and support local businesses set to continue in the years ahead.