Mercatini di Natale di Gubbio - Palazzo Beni, via Cavour n. 7

The ChristmasLand experience at Palazzo Beni brings the magic of the holiday season indoors, transforming a historic noble palace in the heart of Gubbio's medieval center into an immersive winter wonderland spanning over 700 square meters. Housed within the elegant MUAM – Museo Arti e Mestieri at via Cavour 7, this attraction is a centerpiece of the city-wide "Gubbio è Natale" Christmas festival, which runs from late November through Epiphany on January 6. Visitors to this Gubbio Christmas market experience are treated to a carefully curated circuit of festive attractions that blend tradition with innovation. Highlights include nativity art exhibitions showcasing presepi from around the world, a thrilling virtual reality sleigh ride that offers a simulated flight over the rooftops of Gubbio, and a dedicated meeting with Santa Claus — making it especially popular with families and young children. Stunning light installations, theatrical set designs, and immersive themed environments fill the palace's historic rooms, creating a journey through Christmas wonder at every turn. The ChristmasLand venue is timed-entry, with admission slots every 20 minutes between 10:00 and 19:00 (last entry 40 minutes before closing). On December 25 and January 1, morning sessions are closed and the experience opens at 14:40. The palace sits within easy walking distance of Piazza Quaranta Martiri, where the outdoor Christmas market stalls, ice skating rink, and the famous World's Largest Christmas Tree on Monte Ingino complete the festive picture. Plan at least a half-day in Gubbio to combine ChristmasLand with the outdoor market and the iconic tree lighting ceremony.