Every family has its own events they look forward to in the lead-up to Christmas, but new research shows a number of classic days out are falling out of favour for something a little more magical.
As more families prioritise making memories through shared experiences, the team behind Ashridge House Illuminated, Hertfordshire’s biggest festive light trail, analysed industry reports alongside four years of online search data. Their findings reveal light trails as the standout attraction for 2026.
According to YouGov, a third of Brits (33%) count light trails among their Christmas traditions, though they are quickly becoming the highlight households look forward to most. In comparison, roughly 44% of Britons in YouGov’s November 2025 survey reported browsing market stalls as part of their annual tradition, alongside pulling on a Christmas jumper or opening the first door of the advent calendar.
A shift toward evening experiences
Data from ALVA shows illuminated trails are now one of the UK’s fastest-growing festive attractions. Industry reports reveal December visits to outdoor attractions climbed by 10% in 2025 as families increasingly chose an evening under the lights over a daytime outing.
Google search volumes reflect this shift. Festive lights and trails represent the only attraction category to show uninterrupted year-on-year growth, surging 108% from August 2023 – August 2026. This interest has overtaken searches for Santa’s Grottos and is closing in on traditional Christmas carols, despite starting from the smallest search volume of any attraction in 2023.
Conversely, search interest for traditional Christmas favourites is steadily declining
| Christmas Attraction | Search Vol 2026 | Search Vol 2025 | Search Vol 2024 | Search Vol 2023 | Trend (2023–2026) |
| Ice Skating | 66,420 | 80,800 | 92,820 | 101,420 | -34.5% |
| Christmas Markets | 46,020 | 76,700 | 67,390 | 50,190 | -8.3% |
| Pantomime | 36,900 | 42,700 | 36,180 | 35,610 | +3.6% |
| Christmas Carols | 18,690 | 15,520 | 15,390 | 15,280 | +22.3% |
| Festive Lights & Trails | 8,110 | 6,940 | 5,580 | 3,890 | +108.5% |
| Festive Food & Drink | 7,520 | 6,560 | 6,440 | 5,550 | +35.5% |
| Santa’s Grotto | 5,300 | 7,300 | 7,300 | 8,300 | -36.1% |
New features for 2026
Carrie Cleaver, the new Head of Live Events at Ashridge House, shared her enthusiasm for the upcoming season: “We’re so excited to welcome visitors back to Ashridge House for what is surely becoming one of Hertfordshire’s most magical festive traditions.”
“Illuminated isn’t just a stunning light trail, it’s a chance to experience the beauty of the historic grounds in a completely unique way. This year we’ve created a brand-new route, and for the first time the House itself will be lit up with projections, a real showstopper moment.”
“Illuminated really is a magical way to celebrate the season with friends and family, and we can’t wait to open our gates and share this special experience once again, as events like this are vital in helping us care for and preserve Ashridge House so it can be enjoyed for generations to come.”
This Christmas, families are invited to explore the historic Grade II* listed gardens, featuring over 20 installations alongside new displays and photo opportunities.