🎄"Italy"s Most Romantic Christmas Market" Returns with "Return to the Roots" Theme. 

Asti, Govone & San Damiano d’Asti – November 15 to December 21, 2025

The magic of Christmas returns to the UNESCO-listed landscapes of Langhe, Roero, and Monferrato with the 19th edition of Il Magico Paese di Natale (“The Magical Christmas Village”).

From November 15 to December 21, 2025, this award-winning event will once again transform Asti, Govone, and San Damiano d’Asti into one of Europe’s most enchanting holiday destinations.

Recognised internationally as “Europe’s Most Romantic Christmas Market”, Il Magico Paese di Natale has become a must-visit for travellers seeking authentic Christmas traditions, spectacular markets, and magical family experiences.

✨ 2025 Theme: “Return to the Roots”

The 19th edition invites visitors on an emotional journey to rediscover the true essence of Christmas — authentic traditions, family warmth, and the joy of togetherness.

Organised by the Associazione Generazione, this year’s celebrations unite three iconic locations under one theme, connecting lively Christmas markets, Santa’s House, live performances, and one of Italy’s most beloved Living Nativity scenes.

🎅 Govone – Where the Magic Began

• Santa’s House returns with immersive fairytale settings, music, and friendly elves welcoming children to deliver their letters.

• The Royal Castle of Govone (UNESCO World Heritage site) will host “Christmas at the Royal Castle” – an atmospheric tour of the Savoy residence decorated for the season.

• The Elves’ School show-workshop engages children and adults in festive challenges and creative activities.

• New for 2025: The Christmas market returns to Govone with 60 wooden stalls offering local crafts, gourmet products, and seasonal delicacies.

📅 Tickets for Govone’s activities and shows (market entry is free) will be available from October on magicopaesedinatale.com.

 Asti – Italy’s Largest Christmas Market

From November 15, Piazza Alfieri becomes home to over 130 stalls featuring artisans, regional products, and festive gastronomy.

The Asti market is internationally renowned — ranked among the Top 5 Best Christmas Markets in Europe by European Best Destinations and crowned Europe’s Most Romantic Christmas Market in 2024 for the second consecutive year.

🌟 San Damiano d’Asti – A Living Nativity Tradition

The Living Nativity Scene of San Damiano d’Asti, now in its 17th edition, transforms the town’s courtyards and cellars into a moving re-enactment of the Nativity and ancient trades.

This spiritual and cultural highlight offers a uniquely Italian Christmas experience.

📊 Tourism Impact in the Langhe, Roero & Monferrato

"The "Magico Paese di Natale" (Magical Christmas Village) festival, in its 2024 edition, attracted a total of 500,000 visitors. Of these 500,000 visitors, data from the Piedmont Region's Tourism Observatory estimates 13,204 arrivals and 24,006 overnight stays in just two months. The average number of nights spent in the area was approximately 2 nights (1.82 nights per person)."

🗓 Event Details

• Dates: November 15 – December 21, 2025

• Locations: Asti, Govone, San Damiano d’Asti – Langhe, Roero & Monferrato (UNESCO)

• Theme: “Return to the Roots”

• Website & Tickets: magicopaesedinatale.com

Il Magico Paese di Natale 2025 offers a magical blend of tradition, culture, and festive atmosphere, making it one of the best Christmas markets in Italy and Europe — a must-visit for travellers looking to celebrate the season in style.

 www.magicopaesedinatale.com