De Leuvense Kerstmarkt / Wintertijd
Leuven's Christmas market with over 120 stalls across central squares as part of the Wintertijd winter season.
Activate holiday shopping and tourism traffic by positioning Leuven's Christmas market as a destination for gift-buying, festive experiences, and winter travel.
- 120+ artisan stalls: showcase unique gift finds and local makers
- Winter season destination: position Leuven as a must-visit holiday market hub
- Family-friendly festive experience: highlight seasonal activities and food vendors
- Local commerce spotlight: feature small businesses and craft vendors participating
Wintertijd is a major winter festival that brings together light, music and experience throughout the end-of-year period, featuring wintertide activities, walks and concerts. The 2025–2026 season ran from 9 December 2025 to 10 January 2026. The centrepiece is the Christmas market on Ladeuzeplein and Hooverplein with 120 stalls, seasonal food and drinks, and live performances by artists including Margriet Hermans and de Joorzangers, plus the first Christmas edition of Vlaanderen Zingt in Leuven on 18 December.
- Over 120 stalls offering gifts, handmade products, Christmas goods and seasonal treats
- A Christmas pyramid bar and live performances by Margriet Hermans and de Joorzangers
- Park Abbey hosting carillon concerts, group singing and winter walks
- special evening openings to climb the University Library tower for illuminated views of Leuven
- Light Art Trail "(un)Holy Light" (fourth edition) displaying international and Belgian light artworks in churches and historic sites
- New Year's Eve Countdown at Oude Markt with DJ entertainment and thousands of partygoers
- Leuven Run on the last Sunday with musicians adding to the atmosphere
- Red candles sold for the charity Jong en Kanker (supporting young people with cancer)
Campaign ideas7
- Partner with local beer brands (Stella Artois, Leuvense Tripel) to create limited-edition Christmas beers with exclusive market labels and in-stall tasting events
- Launch a 'Winter Cozy Challenge' on Instagram where visitors share photos of themselves at the market—tag sponsors for a chance to win vouchers + free hot glühwein
- Create a 'Leuven Christmas Passport' digital/physical card: visit 10+ stalls, collect stamps, redeem for discounts or exclusive merchandise
- Host live-streamed cooking demonstrations featuring local Belgian chocolate makers, waffle vendors, and pastry chefs (push to TikTok/Instagram Reels)
- Sponsor a 'Gift Guide' blog post or email series featuring 5 product categories found at the market—partner with artisan stall owners for commission
- Run a paid social campaign targeting Brussels + nearby Dutch cities (30min train away) with 'Escape to Leuven's Coziest Market' messaging + ticket discounts
- Activate at the 'Brasserie Rudolf' (winter bar) with branded glühwein mugs or hot beverage sleeves—encourage social shares with custom hashtag
Social angles6
- #WintertijdLeuven #CozynessCounted – Show us your warmest market moment: huddle by fire baskets, sipping mulled wine, surrounded by twinkling lights
- Student takeover day: Partner with KU Leuven to feature uni students discovering the market's artisan gifts for family—authentic, relatable content
- Behind-the-scenes: Tour a local chocolatier or waffle maker's stall, showing their prep work before market opens—builds craft narrative
- Throwback carousel: 'X years of Leuven's coziest market'—feature historical photos from 1988 to 2025 to celebrate heritage & longevity
- UGC spotlight: Repost best visitor videos/photos with @leuvensekerstmarkt tag, credit creators—builds community, drives engagement
- Local craftsperson features: Interview 3-4 artisans (jewelry maker, woodworker, chocolate creator) on why they love selling at this market
Ad copy starters4
“Europe's Coziest Market Awaits: 140 artisan stalls. Mulled wine. Medieval magic. Leuven Christmas Market—Dec 3-20 🎄✨”
“Escape the chaos. Find 500K+ people seeking exactly what you are: handmade gifts, warmth & Belgian waffles. #WintertijdLeuven”
“38 years of tradition. 100+ hours of cozy. One weekend trip from Brussels. Book your Leuven escape now.”
“Hot chocolate. Speculoos. Twinkling lights. The market that inspired 'coziest Christmas in Europe' headlines.”
Tips4
- DO emphasize 'cozy' and 'authentic'—Leuven's brand is the antithesis of commercial; lean into artisan goods, heritage, and intimate scale vs. massive Brussels competitor
- DON'T push hard sell—this market is about experience, not transactions. Focus on ambiance, craftsmanship, and community over product promotions
- DO partner with local beer/chocolate brands authentically (Stella Artois is born in Leuven)—this gives credibility and ties into city identity
- DO activate on TikTok & Instagram Reels heavily—younger audiences drive viral UGC, which is free amplification for a medium-sized event