CULLMAN, Ala. – The Cullman Christkindlmarkt continued its rapid growth in 2025, posting record attendance numbers, expanded national and international visitation and a sharp rise in economic impact, according to Nathan Anderson, executive director of Cullman Parks, Recreation & Sports Tourism.
Attendance estimates compiled by CPRST using Placer.ai foot-traffic analytics show approximately 415,000 total visits during the 2025 season, an increase from about 360,000 visits in 2024.
“We use Placer.ai, a nationally recognized foot-traffic analytics platform, to estimate attendance throughout the season,” said Anderson. “Those figures represent total visits across the full duration of each season.”
CPRST also recorded the highest single-day attendance in the event’s history during the 2025 season.
“We continue to see strong peak nights each year,” Anderson said. “In 2025, our highest single-day attendance was Dec. 13, with approximately 45,000 visitors, which is the largest single-day total we’ve ever recorded.”
By comparison, the peak day in 2024 occurred on Dec. 7, when about 40,000 people attended.
The busiest stretch of the season once again came during the final weekend. CPRST estimates approximately 90,000 visitors attended the Christkindlmarkt over the final three days of the 2025 season, marking an increase of about 21,000 people over the record-setting final weekend in 2024.
“For both years, the final weekend of the Christkindlmarkt has been the busiest stretch,” Anderson said. “That continued growth really speaks to how much momentum the event has built.”
Visitor origin data reflected a continued expansion in regional, national and international travel to Cullman. In 2025, CPRST estimates that 80% of attendees came from outside Cullman County and 15% traveled from outside Alabama.
“One of the most exciting trends we continue to see is the growth in regional and national attendance,” Anderson said. “Even as local attendance continues to grow, more people are choosing to travel specifically to Cullman for this event.”
For the first time in the Christkindlmarkt’s history, CPRST confirmed attendance from all 50 states along with visitors representing seven different countries.
“That kind of reach is truly remarkable to see,” Anderson said. “It speaks to the market’s growing regional, national and international appeal.”
As crowds increased, CPRST made several operational adjustments during the 2025 season to improve safety and guest experience. Anderson said expanding and reconfiguring the footprint played a major role in improving pedestrian flow.
“Expanding and reconfiguring the footprint, including relocating large tents and the Ferris wheel, helped improve pedestrian flow and reduce congestion during peak hours,” Anderson said. “Our vendors also did an outstanding job managing lines, which helped the experience feel more comfortable even on our busiest nights.”
Parking and traffic flow also remained a focus area. CPRST reported improvements such as reduced speed limits through the festival area, designated rideshare pickup and drop-off locations, expanded parking near the site and at Cullman High School and recommended traffic routes from U.S. Highway 31 and U.S. Highway 278.
“We were very fortunate this year to have access to the Cullman High School parking lot, which significantly improved overall parking capacity,” Anderson said. “We never reached full capacity there, and that helped relieve pressure throughout the area.”
CPRST estimates the Christkindlmarkt generated more than $35 million in direct economic impact in 2025, compared to approximately $28 million in 2024.
Anderson said the growth reflects both higher attendance and an increase in out-of-county and out-of-state visitors who tend to stay longer and spend more throughout the community.
Local business owner Josh Wiggins said the Christkindlmarkt continues to generate measurable benefits for area businesses beyond the immediate festival footprint.
“Every year when the Christkindlmarkt comes around, we can feel it. Even though we’re more than a mile away, we see a significant bump in business and a lot of new faces coming through our doors.”
Wiggins said many of those visitors arrive in Cullman for the market and then branch out to explore restaurants, shops and attractions throughout the city, extending the event’s impact well beyond the festival grounds.
“People visit for the market and end up exploring so many great things Cullman has to offer, and that’s been great for us and for a lot of other local businesses. It’s exciting to watch the event keep growing and to see how much it helps the whole community,” said Wiggins, who owns Johnny’s Bar-B-Q.
Local vendors continued to be a cornerstone of the market, according to CPRST. In 2025, approximately 67% of participating business owners were based in Cullman County.
“We’re especially proud that the majority of our market’s business owners are local,” Anderson said. “Our local businesses play a huge role in keeping visitor dollars circulating in our community year-round.”
CPRST also emphasized continued collaboration with other county holiday attractions, including Christmas at the Grotto and the Winter Wonderland Christmas Light Display at Sportsman Lake Park.
Coordinated messaging and cross-promotion helped strengthen the region’s overall holiday tourism impact, Anderson said, noting the Ave Maria Grotto experienced a record month in December.
Planning discussions for the 2026 season are already underway. While CPRST does not anticipate expanding the Christkindlmarkt’s physical footprint, Anderson said the focus will remain on refining operations, improving guest flow and continuing to elevate programming and experiences.
“Our focus will be on refining operations, improving guest flow and continuing to elevate programming and experiences within the existing layout,” Anderson said.
Mayor Woody Jacobs said the Christkindlmarkt has become a point of pride for the community and a reflection of Cullman’s collaborative spirit.
“Cullman continues to show what’s possible when a community comes together with a shared vision,” Jacobs said. “The Christkindlmarkt has become something our citizens can truly be proud of, drawing visitors from across the country while showcasing the hospitality and spirit that define our city.”
As the season concluded, Anderson credited the event’s success to broad community collaboration.
“This event truly doesn’t happen without a whole lot of teamwork,” Anderson said. “Most of all, I want to thank the people of Cullman, who showed up and supported the Christkindlmarkt in record numbers.”
