It's called night tourism ( or noctourism ), and it's a trend that's redefining the way we plan our vacations. It's no longer about long lists of "things to do during the day," but rather unique experiences at night, when most of us would have been asleep.
This shift began to be somewhat mentioned in the international literature on the “night economy” as early as the mid-2010s, but reached its peak in late 2024, when Booking.com predicted that by 2025 most travelers would be looking for less sun, fewer crowds, and more experiences under the stars. From Vogue to Travel + Leisure , almost all prestigious magazines describe this as a “cultural shift,” a new era where darkness no longer represents just nightlife and clubs, but becomes a space for exploration, well-being, and peace.
Night tourism is not just a long party, but a new travel philosophy: astrotourism in areas without light, museums that open only in the evening, festivals that start when darkness falls, and many other activities.
If what you've read doesn't convince you, just look at what celebrities are doing. David and Victoria Beckham shared romantic photos on Instagram from a beach under the northern lights in Britain. Kelly Ripa and Mark Consuelos experienced the magic of Iceland with snowmobiling and natural hot springs, while Will Smith dedicated a segment of his show " Welcome to Earth " to exploring the darkness, with bioluminescence and volcanoes turning into a spectacle at night.
The moment FOMO (fear of missing out) is stamped on by celebrities, you realize this is not a passing fad. So, give it a try!
