SAS Trends: Noctourism, silent travel & sleep tourism

December 10, 2024

Statistics from SAS reveal a growing interest in Northern Scandinavia as a travel destination. More and more European travelers are opting to skip the sun during the winter months, instead embracing the cold, darkness, and natural beauty of the far north.

This shift aligns perfectly with three key global travel trends forecasted for 2025: noctourism, silent travel, and sleep tourism — all of which thrive in the serene, shadowy landscapes of Northern Scandinavia.

Noctourism, in particular, is gaining momentum. It's centered around experiencing the magic of the night — from stargazing in dark-sky reserves to witnessing the northern lights in areas untouched by light pollution. With its vast, remote wilderness and regular displays of the aurora borealis, Northern Scandinavia is quickly emerging as a top destination for travelers seeking night-based adventures and deeper connection to nature.

In a similar vein, sleep tourism is another fast-growing global trend, where travelers actively seek destinations that offer ideal conditions for deep, restorative rest. In Scandinavia, visitors can test their "sleep luck" in unique settings — from ice hotels and Greenlandic igloos under the northern lights to remote cabins near the Lofoten Islands, surrounded by silence and nature.

Meanwhile, silent travel is all about the pursuit of stillness and disconnection. It doesn’t necessarily mean complete solitude, but rather a conscious embrace of quiet — whether that’s through digital detoxes, meditative nature walks, or simply tuning in to the natural sounds around you. Here, nature becomes the soundtrack, offering a sense of calm that’s increasingly rare in today’s fast-paced world.

This growing fascination with the Scandinavian darkness and serenity is also reflected in travel patterns. The peak travel months to Northern Scandinavia are now February and March, with the strongest demand coming from Germany, the Netherlands, Spain, Italy, and Switzerland — showing that the allure of silence, sleep, and starry skies is only gaining momentum.