Noctourism: Does the Future of Travel Belong to the Night?

When the sun sets, the world doesn’t go quiet – it comes alive.

Across the globe, travellers are seeking out destinations and experiences that shine brightest after dark. According to recent research, around 62% of travellers are now considering darker-sky destinations or trips centred around once-in-a-lifetime cosmic events*. And with demand only set to rise, “noctourism” is positioning itself as one of the fastest-growing trends in 2025.

Why travellers are looking up

For years, bucket lists have revolved around iconic landmarks and sun-drenched beaches. But the shift towards noctourism suggests a desire for something more meaningful – and more memorable. Under a sky streaked with auroras or lit by thousands of lanterns, travellers are no longer just spectators; they’re part of something rare, fleeting, and deeply human.

Where the trend is taking off

From the Arctic Circle to Asia’s bustling night markets, noctourism is redefining what it means to experience a destination:

• Svalbard, Norway & Sweden: Snowmobiling across frozen landscapes, husky sledding under the aurora, and villages lit by the northern lights. These destinations transform cold nights into unforgettable adventures.
• Tallinn, Estonia: A city where medieval streets glow after sunset, offering a romantic and atmospheric counterpoint to the day’s bustle.
• Cambodia: Sunset temple tours and riverfront night markets bring the country’s culture and flavours into a whole new light.
• Japan: Lantern-lit festivals, bustling izakayas, and illuminated gardens give travellers reasons to wander long after dinner.
• Taiwan: From sizzling street markets to the famous Pingxi Sky Lantern Festival, evenings here are as memorable as the days.

What this means for brands

For incentive travel and brand-led experiences, the message is clear: the most impactful moments often happen outside of standard daylight hours. Incorporating nocturnal experiences into itineraries – whether it’s a starlit gala dinner, a night safari, or a lantern release – creates emotional resonance that stretches far beyond the trip itself.

From sun-bathing to star-bathing

Noctourism isn’t just a trend, it’s a mindset shift. Travellers are chasing awe, not just itineraries. The stars, the lanterns, the markets, the auroras – they’re not add-ons, they’re the stories people will share long after their return flights.

So the question becomes: is star-bathing the new sun-bathing?

Got a group in mind? Get in touch here.

*Source: Booking.com Travel Predictions 2025