Travel: What is noctourism—and why is it on the rise?
- InsightTrendsWorld
- 4 hours ago
- 11 min read
Why is it the topic trending?Â
Increased Consumer Interest:Â A Booking.com survey indicated that nearly two-thirds (62%) of respondents were considering holidays with nighttime experiences. This significant interest signals a growing demand for after-dark activities.
Rise in Nocturnal Excursions:Â Luxury tour operator Wayfairer Travel reported a 25% increase in nocturnal excursion bookings in 2024, demonstrating a tangible growth in this type of travel.
Demand from Millennial Travelers:Â Tour operator Flash Pack noted a 40% increase in demand for noctourism among millennial travelers, highlighting a key demographic driving this trend.
Shift Away from Traditional Nightlife:Â There's a growing desire for unique experiences beyond traditional bar-centric evenings, suggesting a change in how people want to spend their nights while traveling.
Solution to Overtourism:Â Noctourism offers a way to experience popular destinations with fewer crowds, providing a more intimate and potentially unique encounter.
New Perspectives on Familiar Sights:Â Exploring well-known locations at night can reveal a different side of them, transforming the experience and offering a sense of rediscovery.
Increased Interest in Nocturnal Wildlife:Â Travelers are increasingly interested in seeing the diverse range of nocturnal animals, leading to a rise in night safaris and wildlife walks.
Surging Popularity of the Northern Lights:Â The Northern Lights remain a top "must-see" experience, with a significant increase in travel bookings and flight routes to aurora-viewing destinations. The current solar maximum is further amplifying this interest.
Growing Appreciation for Night Skies:Â With increasing light pollution, destinations offering clear night skies for stargazing are becoming more valuable and sought after.
Innovation in Nighttime Experiences:Â The development of unique accommodations like safari star beds and night-sky hotels caters to the desire for immersive nocturnal experiences.
Social Media Influence:Â Platforms like Instagram are showcasing captivating nighttime scenes of cities and attractions, inspiring others to seek out these experiences.
Overview:
The article discusses the emerging trend of "noctourism," which involves exploring the world after dark. It highlights the growing interest in nighttime travel experiences, ranging from wildlife safaris and Northern Lights viewing to stargazing and after-dark city tours. The article explores the reasons behind this trend, including a desire for unique experiences, a way to avoid overtourism, and the allure of the night. It also provides examples of popular nocturnal adventures and discusses the implications for the travel industry and consumers.
Detailed findings:
A Booking.com survey showed 62% of respondents were considering nighttime travel experiences.
Wayfairer Travel reported a 25% increase in nocturnal excursion bookings in 2024.
Flash Pack saw a 40% rise in demand for noctourism among millennials.
Night safaris in Africa have seen a 35% increase in demand compared to 2023 (Wayfairer Travel).
The Northern Lights industry was valued at £686 million in 2023.
Flights to Tromsø, Norway (a Northern Lights hotspot), increased significantly from 2023 to 2024.
Aurora Zone, a UK tour operator, reported that 86% of its customers witnessed the aurora last season.
Demand for Hurtigruten's Astronomy Voyages almost doubled from 2023 to 2024.
Worldwide light pollution is growing by 10% annually, making dark-sky destinations more appealing.
Wayfairer CEO Jay Stevens noted a 67% increase in visitors to Tokyo seeking nighttime experiences (up 30% from 2023).
PADI's Night Diver Course enrollment only rose by 2% between 2020 and 2024, indicating a potentially underdeveloped market.
Key takeaway:
Travelers are increasingly seeking unique and transformative experiences that extend beyond daylight hours, driven by a desire for novelty, a way to escape crowds, and the inherent allure of the night.
Main trend:
The main trend is the Rise of Noctourism.
Description of the trend (please name it):
The Rise of Noctourism signifies a growing shift in travel preferences towards exploring destinations and engaging in activities during nighttime hours. This trend encompasses a wide range of experiences, from wildlife encounters and natural phenomena viewing to cultural and urban explorations, all taking place under the cover of darkness. It reflects a desire for novel and less conventional travel itineraries.
What is consumer motivation:
Consumer motivation for noctourism includes:
Seeking Novelty and Uniqueness:Â A desire for travel experiences that stand out from the ordinary and offer something different from typical daytime activities.
Avoiding Crowds:Â The appeal of experiencing popular destinations with fewer tourists, leading to a more intimate and potentially authentic encounter.
Experiencing the World Differently:Â The fascination with seeing familiar places transformed by the night, offering a new perspective and sensory experience.
Witnessing Unique Phenomena:Â The draw of natural nighttime wonders like the Northern Lights and starry skies, which are often inaccessible or less impressive during the day.
Connecting with Nature in a New Way:Â The thrill and tranquility of experiencing wildlife and the natural world under the cloak of darkness.
What is driving trend:
Factors driving the noctourism trend include:
Increasing Overtourism:Â The growing problem of crowded tourist destinations during the day is pushing travelers to seek alternative times to visit.
Social Media Influence:Â Visual platforms like Instagram showcase the beauty and uniqueness of nighttime travel experiences, inspiring others to try them.
Technological Advancements:Â Improved lighting, safety measures, and specialized equipment (like UV torches for diving) are making nighttime activities more accessible and appealing.
Growing Awareness of Nocturnal Environments:Â Increased understanding and appreciation for nocturnal wildlife and the night sky through documentaries and educational content.
Marketing and Innovation by Travel Operators:Â Tour companies and destinations are actively developing and promoting unique nighttime experiences to cater to this growing demand.
What is motivation beyond the trend:
Beyond the immediate motivations, noctourism taps into deeper human desires:
A Sense of Adventure and Exploration:Â The thrill of venturing out and experiencing the unknown in the darkness.
A Connection with Nature:Â Feeling closer to the natural world during the quiet and often more active nighttime hours.
A Desire for Tranquility and Escape:Â The peace and serenity that can be found in experiencing places without the daytime hustle and bustle.
The Pursuit of Awe and Wonder:Â Witnessing breathtaking natural phenomena or the transformed beauty of cultural sites at night can evoke a sense of awe.
Description of consumers article is referring to:
The article primarily refers to:
Age:Â Millennials are explicitly mentioned as a key demographic driving the demand. The broader appeal suggests interest across age groups, particularly those seeking unique and adventurous experiences.
Gender:Â The article doesn't specifically mention gender as a defining factor. The interests highlighted (wildlife, nature, city exploration, unique experiences) likely appeal to a diverse range of genders.
Income:Â The mention of "luxury tour operator Wayfairer Travel" and "deluxe star beds" suggests that a portion of the market for noctourism involves individuals with disposable income for higher-end experiences. However, the broader range of activities (like city night tours and stargazing) likely appeals to various income levels.
Lifestyle:Â These consumers likely lead lifestyles that value experiences over material possessions. They are adventurous, curious, and seek out unique and memorable travel opportunities. They are also likely influenced by social media and trends, and are open to trying new and unconventional ways of traveling.
Conclusions:
The article concludes that noctourism is a significant and growing trend in the travel industry. It is driven by a confluence of factors, including consumer demand for unique experiences, the need to address overtourism, and the inherent allure of the night. This trend presents opportunities for travel operators, destinations, and consumers alike.
Implications for brands:
Develop and Market Nighttime Experiences:Â Travel brands should actively create and promote tours, activities, and packages that take place after dark.
Highlight the Uniqueness and Exclusivity:Â Emphasize the novel perspectives and reduced crowds associated with nighttime experiences.
Cater to Diverse Interests:Â Offer a range of noctourism options, from wildlife and nature to culture and urban exploration.
Leverage Social Media:Â Utilize visually appealing content showcasing nighttime experiences to attract potential customers.
Partner with Local Experts:Â Collaborate with guides and operators who have expertise in nighttime environments and activities.
Ensure Safety and Comfort:Â Prioritize the safety and comfort of travelers participating in nighttime activities.
Consider Non-Alcoholic Focus:Â Recognize the growing demand for experiences that don't revolve around alcohol.
Implication for society:
Economic Diversification:Â Noctourism can create new economic opportunities for destinations and local communities.
Sustainable Tourism:Â By shifting some tourism activities to nighttime, pressure on daytime resources and infrastructure can be reduced.
Increased Appreciation for the Night:Â This trend may foster a greater appreciation for nocturnal environments, wildlife, and the night sky.
Potential for Light Pollution:Â Uncontrolled development of nighttime tourism could contribute to increased light pollution, impacting wildlife and stargazing opportunities.
Implications for consumers:
More Diverse Travel Options:Â Consumers will have a wider range of unique and exciting travel experiences to choose from.
Opportunity to Avoid Crowds:Â Noctourism offers a chance to experience popular destinations in a less crowded setting.
New Perspectives and Discoveries:Â Travelers can gain fresh insights and see familiar places in a new light.
Potential for Unique and Memorable Experiences:Â Nighttime activities can create lasting memories.
Need for Specific Gear and Preparation:Â Some noctourism activities may require specialized clothing or equipment.
Implication for Future:
Continued Growth of Noctourism:Â The trend is likely to continue its upward trajectory as travelers seek out increasingly unique and differentiated experiences.
Innovation in Nighttime Tourism:Â We can expect to see more creative and innovative nighttime activities and offerings emerge.
Integration of Technology:Â Technology will likely play a greater role in enhancing nighttime experiences, such as augmented reality tours or specialized lighting.
Focus on Sustainability:Â There will be a growing emphasis on developing noctourism in a sustainable and responsible manner to minimize negative impacts.
Consumer Trend (name, detailed description):
Name:Â The After-Dark Explorer
Detailed Description:Â This consumer trend describes travelers who actively seek out experiences and activities that occur during the night. They are driven by a desire for novelty, a wish to avoid daytime crowds, and an interest in seeing destinations from a different perspective. This trend encompasses a wide range of motivations, from witnessing natural phenomena like the Northern Lights to exploring urban environments in a unique and less congested way.
Consumer Sub Trend (name, detailed description):
Name:Â The Nocturnal Wildlife Enthusiast
Detailed Description:Â This sub-trend focuses on travelers specifically interested in observing wildlife during their natural nighttime activity periods. They are motivated by the opportunity to see elusive creatures rarely visible during the day and seek out specialized night safaris, wildlife walks, and overnight hides to fulfill this interest.
Big Social Trend (name, detailed description):
Name:Â The Experience Economy
Detailed Description:Â This broader societal trend emphasizes the value consumers place on experiences over material possessions. Noctourism aligns perfectly with this trend by offering unique, memorable, and often transformative experiences that go beyond traditional sightseeing.
Worldwide Social Trend (name, detailed description):
Name:Â The Quest for Authenticity and Escape
Detailed Description:Â Globally, travelers are increasingly seeking authentic experiences that allow them to connect with destinations on a deeper level and escape the everyday. Noctourism can offer a sense of authenticity by providing a different perspective on familiar places and an escape from the typical tourist crowds and daytime routines.
Social Drive (name, detailed description):
Name:Â The Desire for Novelty and Differentiation
Detailed Description:Â In a world saturated with travel options, individuals are driven by a social desire to seek out unique and differentiated experiences that allow them to stand out and share compelling stories. Noctourism offers this sense of novelty and provides opportunities for memorable and shareable moments.
Learnings for brands to use in 2025:Â (bullets, detailed description)
Embrace the Night:Â Actively consider how existing offerings can be adapted or expanded to include nighttime components. This could involve extending operating hours, offering special evening tours, or creating nighttime-themed packages.
Highlight the Sensory Experience:Â Market noctourism by emphasizing the unique sights, sounds, and atmosphere of experiencing a destination at night. Use evocative language and visuals to capture the magic.
Focus on Safety and Security:Â Clearly communicate the safety measures in place for nighttime activities to reassure potential customers.
Collaborate with Local Communities:Â Partner with local guides and businesses to offer authentic and enriching nighttime experiences.
Tailor to Different Demographics:Â Recognize that different segments of travelers will have varying interests in noctourism. Offer a diverse range of options to cater to these needs.
Utilize Digital Platforms:Â Leverage websites, social media, and online travel agencies to promote nighttime offerings and reach target audiences.
Track and Respond to Trends:Â Continuously monitor consumer interest and emerging trends within noctourism to adapt offerings and stay ahead of the competition.
Strategy Recommendations for brands to follow in 2025:Â (bullets, detail description)
Develop Themed Nighttime Tours:Â Create specialized tours focusing on specific aspects of a destination at night, such as historical ghost tours, culinary night walks, or stargazing expeditions.
Offer Exclusive After-Hours Access:Â Partner with attractions and landmarks to provide unique experiences outside of regular operating hours, offering a more intimate and less crowded visit.
Create Immersive Nighttime Accommodations:Â Invest in or partner with accommodations that offer exceptional nighttime experiences, such as star beds, transparent domes, or strategically located hotels with night sky views.
Bundle Daytime and Nighttime Activities:Â Offer packages that combine popular daytime attractions with complementary nighttime experiences to provide a comprehensive and well-rounded itinerary.
Invest in Specialized Equipment and Training:Â Ensure guides and staff are properly trained to lead nighttime activities, and provide necessary equipment like torches, night-vision goggles (where appropriate), and safety gear.
Promote Sustainable Noctourism Practices:Â Emphasize eco-friendly and responsible approaches to nighttime tourism, minimizing light pollution and respecting nocturnal wildlife.
Personalize Nighttime Experiences:Â Offer customized nighttime itineraries based on individual interests and preferences.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
The growing desire for unique, less crowded, and often transformative experiences is driving the significant rise of noctourism, as travelers increasingly seek to explore the world in the captivating embrace of the night.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands and companies in the travel and tourism sector should actively embrace the noctourism trend in 2025 to capitalize on growing consumer demand. They can do this by:
Product Development:Â Creating and packaging new nighttime experiences across various categories like wildlife, culture, adventure, and relaxation. This could involve extending operating hours for attractions, designing specialized night tours led by knowledgeable guides, or offering unique nighttime dining or entertainment options.
Marketing and Communication:Â Highlighting the unique benefits of nighttime travel, such as fewer crowds, novel perspectives, and the chance to witness different aspects of a destination. Utilize visually rich content showcasing the beauty and excitement of nighttime experiences on digital platforms.
Partnerships and Collaborations:Â Forming alliances with local experts, guides, accommodation providers, and attractions to create comprehensive and appealing nighttime offerings.
Infrastructure and Safety:Â Ensuring the necessary infrastructure and safety measures are in place to support nighttime activities, including appropriate lighting, transportation, and trained staff.
Sustainability Focus:Â Developing and promoting responsible noctourism practices that minimize environmental impact, particularly regarding light pollution and disturbance to nocturnal wildlife.
Final note:
Core Trend:
Name:Â The Rise of Nocturnal Exploration
Detailed Description:Â Travelers are increasingly seeking to experience destinations and engage in activities during nighttime hours, driven by a desire for novelty, less crowded environments, and unique perspectives.
Core Strategy:
Name:Â Embrace the Night: Diversify Offerings with After-Dark Experiences
Detailed Description:Â Travel brands should strategically develop and market a range of nighttime tours, activities, and accommodations to cater to the growing demand for noctourism, ensuring safety, sustainability, and unique value propositions.
Core Industry Trend:
Name:Â The Nighttime Economy in Tourism
Detailed Description:Â The tourism industry is witnessing the emergence of a significant "nighttime economy," with increasing investment and focus on developing and promoting experiences that occur after dark, transforming how destinations are perceived and experienced.
Core Consumer Motivation:
Name:Â Seeking Novelty and Escape Under the Stars
Detailed Description: Consumers are primarily motivated by the desire for unique and memorable travel experiences that offer a departure from the ordinary, often seeking tranquility, adventure, and the opportunity to witness the world in a different light – literally and figuratively – under the cover of night.
Final Conclusion:Â Noctourism is not just a fleeting trend but a significant shift in travel behavior, offering substantial opportunities for brands that are willing to embrace the unique potential of the night.
Core Trend Detailed:
Name:Â The Rise of Nocturnal Exploration
Detailed Summary:Â This core trend signifies a fundamental shift in how people approach travel, moving beyond the traditional focus on daytime activities to actively seek out experiences that unfold after sunset. This encompasses a broad spectrum of interests, from observing nocturnal wildlife and gazing at the stars to exploring urban landscapes under the glow of city lights and experiencing cultural sites in a transformed atmosphere. Driven by factors such as overtourism, a desire for unique and authentic encounters, and the inherent allure of the night, this trend is reshaping travel itineraries and creating new opportunities for the tourism industry to innovate and cater to a growing segment of "night owls" seeking adventure and discovery in the darkness.
