Advent Magic (San Genesio Christmas Market)

Advent Magic in San Genesio Atesino

Advent Magic, known in German as Adventzauber, is the Christmas market held in the village of San Genesio Atesino/Jenesien, a municipality nestled on the Salto (Salten) plateau—the sunny terrace overlooking Bolzano in the heart of South Tyrol. Every year, as the Advent season begins, the village center comes alive with an intimate and authentic market that offers a gentle introduction to the Christmas period.

An authentic village market

Unlike the large Christmas markets in South Tyrolean cities, the San Genesio event retains a cozy, family-friendly atmosphere. The stalls offer local handicrafts, handmade Christmas ornaments and Advent wreaths, decorations made from natural materials, natural cosmetics, and numerous regional culinary specialties. Of course, there is plenty of mulled wine, accompanied by hot tea and traditional pastries, perfect for warming up in the crisp mountain air of the plateau.

On the Salto plateau

The setting is the Salto plateau, famous for its centuries-old larch trees and stunning views of the Dolomites. San Genesio can be reached from Bolzano via the historic Salto cable car (Jenesien), a scenic way to ascend the mountain and immerse yourself in the Advent atmosphere surrounded by nature. The combination of the small market, the snow-dusted landscape, and South Tyrolean traditions makes Advent Magic an ideal destination for families and those seeking a genuine Christmas experience away from the crowds.

Organization

The event is organized by the San Genesio - Jenesien Tourist Association, which oversees the village's cultural and tourism activities. Admission to the market is free, and the event takes place in the afternoon in the village center, near Schrann Square.