NOCTOURISM 2025 – Trend Forecast

NOCTOURISM: The Most Interesting Travel Trend of 2025

Welcome to 2025 and all the possibilities it holds…

It warms my heart when I read Lina Skandevall’s post on LinkedIn, and I can’t help but think, “Yes, that’s exactly how it is… that’s exactly how things are here in Glasriket.” Read it and reflect on it.

Lina Skandevall, an entrepreneurship advocate, tourism enthusiast, and speaker from the company Skandevall Media AB. 

“Noctourismen crept in quietly from the sidelines. But for the past few days, it’s been everywhere. It’s all about DARKNESS. (Yes, I wrote a post about it in early December—many of you agreed that darkness should be embraced).”

Now it’s shining brighter than ever. Booking.com has highlighted it as one of five major trends for 2025. SAS is reinforcing this trend. Norwegian and Swedish destinations in the north are seeing an uptick. We simply want new kinds of experiences, and darkness is our friend.

In concrete terms, then? Think of the Northern Lights, starry skies (which 80% of the world’s population can’t see because of light pollution), hiking with torches in total silence… But also nighttime safaris and bonfires on the beach in the dark.

Noctourism is intertwined with Coolcation (cooler nights in warm countries, the darkness in Scandinavia, etc.) as well as trends like silent travel and digital detox. It also encompasses calm, rest, silence, and sleep. I like all these ways of embracing nature, the seasons, and the darkness. (I’m wondering if the midnight sun and the eternal light will become a new trend soon, or if they should actually be included in this one, considering that it’s all about light-filled nights.)

Anyway, just Google it and you’ll see. There’s a huge amount being written about Noctourism right now. And it plays right into Sweden’s hands. All that’s left is to package it. As I always say in my lectures: dig where you stand and start with the international visitor.”