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Winter Magic in Salem
FEATURED: How Witch City Walking Tours Helped Make Salem’s So Sweet - and Why February Is One of the Best Times to Visit
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By the time February settles in across New England, most of us are feeling it.
The holidays are behind us. The daylight still feels too short. Snowbanks linger along sidewalks. And for many people, winter becomes something to endure rather than enjoy. It’s the season when travel plans get postponed, weekends stay close to home, and spring feels impossibly far away. But every year, Salem quietly pushes back against that mindset.
This past weekend, the city once again came alive with the annual Salem’s So Sweet Festival, presented by Salem Main Streets and the Salem Chamber of Commerce. For a few winter days, downtown Salem transformed into a place of color, creativity, and warmth, even as temperatures hovered well below comfortable. Ice sculptures lined the streets. Families wandered Essex Street bundled in scarves and gloves. Couples stopped to take photos beside frozen works of art. Cafés and bakeries filled with people looking to warm up and linger a little longer. Despite the cold, the energy was unmistakable.
And right in the middle of it all was Witch City Walking Tours, a longtime Salem institution and proud sponsor of this year’s festival. Their involvement once again highlighted something that has become central to their identity: a commitment not just to telling Salem’s stories, but to supporting the city itself, season after season.
As Salem’s So Sweet wraps up for another successful year, it feels like the perfect moment to reflect on what makes winter in Salem so special, and why Witch City Walking Tours continues to play such an important role in keeping the city vibrant year-round.
Salem’s So Sweet has grown into one of those events that feels woven into the fabric of the community. On the surface, it’s a winter festival built around ice sculptures, sweet treats, and creative storefront displays. But at a deeper level, it represents something much more meaningful: a shared effort to keep downtown Salem thriving during the quietest time of year.
Each February, artists transform blocks of ice into detailed sculptures that seem almost out of place against brick buildings and historic storefronts. Businesses decorate their windows. Restaurants and cafés roll out seasonal specials. Visitors wander slowly from shop to shop, stopping often, not because they’re in a hurry, but because there’s so much to take in.
There’s nothing rushed about Salem’s So Sweet. It invites people to slow down. To notice details. To linger. And that’s exactly what makes it work.
Much of that success comes from the long-term vision of Salem Main Streets, the Salem Chamber of Commerce and partners like Witch City Walking Tours. For years, these organizations, and several others, have focused on building events that strengthen the local economy while preserving the character of the city. Salem’s So Sweet is a perfect example of that balance. It feels organic. It feels authentic. And it feels rooted in the community.
This year was no exception. Even with frigid temperatures, downtown was busy. Shops stayed active. Restaurants filled up. And visitors left with a renewed appreciation for what Salem offers beyond its most famous season. Witch City Walking Tours has been part of that story for a long time.
As a sponsor of Salem’s So Sweet, they’re not simply attaching their name to an event. They’re investing in the idea that Salem should be celebrated year-round. They understand that a strong destination isn’t built in one month. It’s built through consistency, collaboration, and care.
Over the years, Witch City Walking Tours has earned a reputation for doing things the right way. Their guides are knowledgeable and thoughtful. Their tours are carefully researched. Their storytelling balances folklore with documented history. They respect Salem’s storied past while acknowledging its ever-changing present.
That same philosophy extends into how they engage with the community. Supporting events like Salem’s So Sweet helps draw visitors during slower months. It helps small businesses stay strong. It reinforces Salem’s identity as more than just a seasonal attraction. It reflects a belief that the city’s stories deserve to be told all year long. Winter, in many ways, is when Salem reveals its most authentic self.
Without peak-season crowds, the city feels more personal. Streets are easier to navigate. Museums are quieter. Shops feel more relaxed. Conversations linger longer. There’s space to explore without feeling rushed. Oh, and let’s not forget how much easier it is this time of year to get a table at any of Salem’s amazing restaurants.
For families visiting during winter school vacations, this makes a tremendous difference. Instead of navigating packed sidewalks and sold-out attractions, visitors can move at their own pace. They can duck into a café without waiting. They can wander into a museum on impulse. They can discover corners of the city that often get overlooked.
There’s also something undeniably atmospheric about Salem in winter. Snow settles softly on historic rooftops. Harbor fog drifts inland. Streetlights glow against early sunsets. Old buildings seem to carry their stories more openly in the quiet. It’s a season that invites reflection. And it’s a season that suits Salem.
One of the most impressive things about Witch City Walking Tours is their dedication to staying active through it all. While many attractions reduce hours or close entirely during winter, their guides continue to lead tours every day. Even when temperatures dip into the twenties, or lower! Even when winds whip down narrow streets. Even when snow and ice make walking more challenging.
This winter has been especially harsh across New England, yet their tours continue. That consistency matters. For visitors, it means that no matter when they arrive, they can count on a high-quality experience. The same professionalism. The same depth of knowledge. The same enthusiasm.
There is something especially powerful about taking a walking tour in winter. Standing in the cold while hearing centuries-old stories creates a kind of connection that’s hard to replicate. The physical environment mirrors the mood of the history. It makes the past feel closer. More immediate. More real.
Many people who take winter tours leave surprised by how much they enjoyed the experience. Often, it becomes their favorite visit to Salem. If you weren’t able to attend Salem’s So Sweet this year, it’s worth keeping on your radar for next winter. Each year brings new sculptures, new participating businesses, and new creative ideas. And with continued support from sponsors like Witch City Walking Tours, the festival continues to evolve. It’s the kind of event that feels welcoming without being overwhelming. It reflects Salem’s character: creative, historic, community-driven, and resilient. Winter in Salem isn’t something to get through. It’s something to experience.
As winter continues, Witch City Walking Tours is also preparing for one of its most anticipated offerings: the Spirits and Superstitions Tour, held on the rare and symbolic date of Friday the 13th.
In 2026, visitors will have three opportunities to experience this special tour, on February 13, March 13, and November 13.
These dates are more than just calendar coincidences. Friday the 13th has long been associated with superstition, mystery, and folklore, making it the perfect setting for a deeper exploration of Salem’s spiritual traditions and paranormal history.
The Spirits and Superstitions Tour looks beyond surface-level ghost stories. It examines how fear, belief, coincidence, and culture have shaped Salem over centuries. It explores why certain legends persist and why people remain fascinated by the unknown.
Winter and fall versions of this tour are especially popular, and they often sell out well in advance. The February edition, with its early darkness and quiet streets, offers a particularly atmospheric experience.
For visitors seeking something deeper and more immersive, it’s an unforgettable way to experience the city. As Salem’s So Sweet fades into memory and winter continues, one thing becomes clear: Salem doesn’t rely on one season to define itself. It thrives all year. And businesses like Witch City Walking Tours are a major reason why.
Through consistent quality, community involvement, and genuine care for the city’s history and future, they help ensure that Salem remains welcoming in every month. Whether you’re planning a winter getaway, a school vacation trip, a Friday the 13th experience, or simply looking for a quieter time to return, consider exploring Salem through their eyes.
Bundle up. Walk slowly. Listen closely.
Salem always has a story to tell.
And winter may be the best time to hear it.
