PRAGUE - s4story -- Visitors to the Strasbourg Christmas market do more than shop and drink mulled wine. They also book professional photos, and they do it earlier in the season than travellers in other cities, according to booking data from Smiler, a platform that connects travellers with local professional photographers.

Half of all Smiler photoshoots in Strasbourg in 2025 took place in December. No other city in the analysis depends so heavily on a single month. And unlike other cities, Strasbourg doesn't wait for the holidays: the first week of December was as busy as the week between Christmas and New Year.

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That is the opposite of the large capitals. In Paris, London and Amsterdam, the first three weeks of December are quieter than an average day of the year, and the rush only starts around 22 December. Paris then peaks on 30 December, at 3.4 times its average day. Strasbourg's season follows the Christmas market, which opens in late November, rather than the school holidays.

The wider data shows the same split between city types. Across Smiler's cities, the week between Christmas and New Year was the busiest week of 2024, while summer destinations such as Santorini, Barcelona and Seville saw no Christmas rise at all.

"Strasbourg is the one city where the Christmas market sets the whole year," said Tomáš Dekan, CEO of Smiler. "Our photographers there plan their year around December."

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The full report, with figures for Paris, London, Edinburgh and other cities, is available here.

METHODOLOGY
The figures are based on photoshoots booked through Smiler and its partner channels that took place in 2024 and 2025, excluding cancelled, unpaid and test bookings, by local date of the shoot. Smiler has offered photoshoots in Strasbourg since late November 2024, so the December share refers to 2025. Absolute volumes are not disclosed.

ABOUT SMILER
Smiler connects travellers with local professional photographers in cities across Europe, the Americas, Asia and Australia. The company is based in Prague.

MEDIA CONTACT
Alica Zoldak · press@smiler.co · https://smiler.co