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Christmas lights are one of the major commercial attractions in cities during the festive season and particular cities are worth special mention on account of the investments they make, the promotion of their lights and their creativity. Taking data from the experimental statistics for measuring tourism through mobile phones from the National Statistics Institute, we have taken a look at their possible effect on tourism in four of these cities and identify those where December is particularly important when it comes to national tourism.

Who's who?

Given the festive nature of this time of year, let's start by playing a little game: link each of the four destinations to the corresponding data: Madrid, Málaga, Vigo and Puente Genil (Córdoba).

VIGO AND ITS BRIGHT CHRISTMAS

This was the city with the highest number of tourists in Galicia during the Christmas season in 2022, ahead of A Coruña and Santiago de Compostela, which are usually more popular among tourists. In fact, Vigo was the 14th most popular destination in Spain amongst national tourists during these months.

Its leadership in Galicia during the Christmas season has been consolidated in recent years and has been common since 2019 (with the exception of Christmas 2020, on account of the restrictions imposed due to the pandemic). This is accompanied by a comprehensive catalogue of activities lasting almost two months, a strong promotional campaign and lighting that last year included more than 11,000,000 LEDs and gave shape to a dazzling decoration that included an illuminated castle, a Christmas forest, a monumental nativity scene, a huge Christmas tree and a wide variety of lighting elements throughout the city.

Response in our festive game: A) It is the most visited city in its region in December and January.

MADRID, CAPITAL OF CHRISTMAS

The city is a main recipient of national tourism and at Christmas, its leadership is consolidated. Last December it received more than one million Spanish tourists, a figure that throughout the year was only beaten in October, exceeding the monthly average for the year by almost 20% and accounted for more than 12% of domestic tourists from across Spain (highest figure in the entire year).

In total, last December and January, Madrid received more than 2.5 million tourists. However, there is a difference between international tourist arrivals and national tourists and only in February were fewer foreign visitors received than those received during last year's festive season.

Another importance piece of data that demonstrates the success of the Christmas season in Madrid is the sale of tickets for shows and activities in its province. December and January were the only months in 2022 and 2023 where total spending on events exceeded five million euros (5.8 and 6.3 respectively) according to Atrápalo data on leisure activities.

In absolute terms, nowhere else in Spain invests more on Christmas decorations than Madrid. For example, in 2022, the city had more than 230 illuminations, 13 large Christmas fir trees, light monuments such as the illuminated Gran Menina, several Christmas markets, ice rinks, etc. These attractions contribute to the capital's appeal as a Christmas destination in Spain.

Response in our festive game: C) It is popular all year round, but in October and December, it receives more tourist than ever

MÁLAGA, CHRISTMAS DESTINATION ON THE COSTA DEL SOL 

The arrival of national tourists in Malaga in December is only surpassed by the central summer months and the month of April (with the city's Holy Week). The figures for the month are practically a match with the monthly average for the last year.

What's more, December is when there are most national tourists from the province of Malaga in the region's capital (over 40%).

As is the case of Madrid, there is a discrepancy with international tourists and December is when least tourists visit the area. In fact, December 2022 was when there was the biggest difference between the arrivals of Spanish and foreign tourists.

Malaga is known for its Christmas lighting and in recent years the light show on Calle Larios has become one of the most iconic. All in all, the city illuminates more than 500 streets using more than 1,300,000 lightbulbs and prepares light-based attractions such as the video-mapping projected onto the Cathedral.

Response in our festive game: D) Only in summer are there more tourits than in December.

PUENTE GENIL, A SHOWCASE OF CHRISTMAS LIGHTS

Puente Genil is a town in the province of Córdoba that is home to approximately 30,000 residents. Despite not being particularly well known as a tourist destination, it has recently been publicised by some agencies and media outlets on account of its Christmas lighting. Looking at the tourist arrivals for the past twelve months, December 2022 was the month when most national tourists arrived and exceeded the monthly average for the year by almost 25%.

This difference between December and the rest of the year was also seen in 2019 but was not recovered again until last Christmas.

The Christmas decorations in Puente Genil are worth particular note because of the illuminations, as one of Spain's main lighting companies is from the town and it serves as a showcase for some of its new festive lights each year.

Response in our festive game: B) In December, it receives almost 25% more tourists than its monthly average for the rest of the year

OTHER DESTINATIONS WHERE CHRISTMAS SEES AN INCREASE IN NATIONAL TOURISTS

The chart below reflects destinations that received around 50,000 national tourists last Christmas and where December was a particularly important month for visitors in 2022.

Ourense, like Vigo, is another city where December is its best month for tourism. The regions where most destinations see a difference are Castile and Leon and Andalusia. In the former, December was the second strongest month of the year in Burgos, Salamanca and León; and the third in Valladolid. In Andalusia, it was the second best month of the year in Jerez de la Frontera (Cádiz), Jaén and Granada; and the third in Córdoba and Málaga.

Vigo was also the city where December improved its monthly average most last year based on the data (from November 2022 to October 2023). Jerez de la Frontera also saw an increase of more than 20% and in the Community of Madrid, both the capital and Alcalá de Henares saw an increase of more than 15%. The vast majority of destinations where December stood out in terms of tourist arrivals were inland cities.