With Christmas approaching, luxury tourism is on the rise as more travellers seek exclusive destinations for high-end Christmas shopping. With nearly 56 million posts on TikTok under the hashtag #luxurychristmas, Milan and Venice rank high in the top ten preferred destinations for luxury shopping in Europe, solidifying their status as unmissable spots for fashion enthusiasts. These are  Europe’s top luxury shopping destinations.

Paris, the queen of shopping

At the top of the list is Paris, boasting 198 luxury boutiques and 25 new flagship store openings in the past year alone. The French capital not only offers an impressive array of renowned brand boutiques like Chanel, Dior, and Louis Vuitton, but is also famous for its iconic shopping districts such as Avenue Montaigne, Champs Élysées, and Rue Saint-Honoré. These areas provide a magical and luxurious atmosphere, especially during the Christmas season. The sparkling displays at Galeries Lafayette attract tourists from all over the world, making shopping a festive and immersive experience.

Praga, affordable luxury

Prague surprisingly ranks second. With only 13 flagship stores, the Czech capital makes up for it with exceptional value for those interested in luxury shopping. With a favourable exchange rate of around 3,029 CZK to every £100, Prague offers added value that appeals to an increasing number of visitors. The five-star-rated areas of Staré Město and Žižkov create a luxurious but accessible shopping experience, and the 21% VAT refund provides an additional benefit for international shoppers.

London, always a style icon

London ranks third, with 157 luxury boutiques and 11 new high-end store openings in 2024. Iconic locations like Bond Street, Mayfair, and Knightsbridge make London an essential stop for those seeking high-fashion clothing and exclusive gift items. The British capital, with an average rating of 4.3 stars, offers the perfect blend of style and tradition, making it a must-visit destination.

Milan, Italy’s capital of luxury

Milan holds fifth place as one of the top destinations for luxury shopping during the holidays. With 85 flagship stores and six new openings over the past year, the city attracts millions of visitors, drawn to its reputation as a fashion capital and its historic districts such as the Quadrilatero della Moda. In 2023, Milan welcomed 7.6 million tourists, drawn not only by the shopping but also by the city’s rich cultural heritage and iconic attractions. At Christmas, Milan’s atmosphere sparkles, offering a shopping experience that combines elegance and tradition.

Venice, a blend of fashion and history

Venice ranks tenth with a selection of 24 luxury boutiques, providing visitors with an immersive shopping experience among narrow streets, bridges, and charming historic squares. The city offers a unique blend of luxury and art, and its high-end stores attract those in search of a refined, timeless Christmas atmosphere.

Monte Carlo, guaranteed luxury