Travel doesn’t stop when the sun sets—in fact, some of the most magical experiences are only just beginning. From champagne toasts under starlit skies to torch-lit rituals and late-night spa indulgences, a new trend called noctourism is redefining how we explore the world after dark. With 62% of travelers eager to embrace nighttime adventures, we caught up with Michelle Heston, Executive Director of Public Relations at Fairmont Sonoma Mission Inn & Spa, to learn more about why this twilight trend is taking off and how Fairmont is leading the way. —Noa Nichol
Noctourism has been described as “the art of experiencing a location after dark.” From your perspective, what makes nighttime travel experiences so special and different from daytime ones?
There’s something almost magical about exploring Fairmont Sonoma Mission Inn’s Spa after the sun goes down. The stunning space is transformed by lighting, creating a sense of mystery and romance. There’s also a heightened sensory experience: cooler air, no other guests and a slower, more intimate pace that invites reflection and connection. Noctourism invites travelers to step into this other world, one that often feels more intimate and alive with possibility. Nighttime experiences transform the familiar into something extraordinary. It’s more about sensing—soaking in mood, atmosphere, and the venue’s true rhythm after dark.
The recent survey referenced in the pitch shows that 62% of travellers want nocturnal activities as part of their trip. Why do you think this trend is resonating so strongly right now?
Travelers today are craving experiences that feel more authentic, memorable, and a little out of the ordinary—and nighttime activities deliver exactly that. After the challenges of recent years, many people are looking for ways to maximize every moment of their journeys, and exploring after dark allows them to stretch their time and uncover a different side of a destination. Enjoying the geo-thermal spa pools at night, offers a sense of discovery and adventure that the daytime can’t always match. In a world where “unique experiences” are the new travel currency, nocturnal adventures feel both fresh and deeply immersive, which is why the trend is catching fire right now.
Fairmont properties around the world are offering some incredible after-dark experiences — from starlit spa soaks in Sonoma to torchlit rituals in Jaipur. Which have been the most popular with guests, and why?
Guests have been especially drawn to after-dark experiences that blend a sense of wonder with relaxation and cultural immersion. At Fairmont Sonoma Mission Inn, for example, the starlit spa soaks are always a favorite—the combination of warm mineral waters, cool night air, and a canopy of stars creates an atmosphere that feels both restorative and unforgettable. In Jaipur, the torchlit rituals have captivated visitors with their sense of ceremony and connection to local tradition—there’s something deeply moving about being surrounded by flickering firelight as part of a centuries-old practice. Similarly, night safaris, rooftop dining under the stars, and illuminated garden walks at other Fairmont properties have seen strong popularity because they transform familiar activities into extraordinary, memory-making moments. Guests love these experiences because they’re not just about what you see, but how you feel—a blend of beauty, intimacy, and a touch of magic that can only happen after dark.
How do you approach curating these experiences so they feel unique to each destination rather than something that could be replicated anywhere?
The key is letting the destination lead the story. We start by asking: what is truly special about this place after dark? In Sonoma, it’s the stars and the natural mineral springs. In the Canadian Rockies, it might be the silence of the forest broken only by crunching snow underfoot, or the brilliance of the northern sky. By grounding each experience in the landscape, history, and culture of its setting, we ensure it could only happen there—and nowhere else in the world. We also collaborate closely with local experts, artisans, and communities to bring an authentic touch, whether that’s a sommelier guiding a candlelit tasting or a cultural guide leading a nighttime ritual. This approach transforms an activity into a memory, because it doesn’t just showcase a destination—it reveals its soul after dark.
Many noctourism experiences seem to tap into a sense of romance, adventure, and even mystery. How do you balance those emotional elements with luxury hospitality standards?
That balance is really at the heart of what makes Fairmont’s noctourism experiences so special. Romance, adventure, and mystery are what spark the imagination—but it’s the layer of thoughtful luxury that makes guests feel cared for every step of the way. A starlit soak in Sonoma is pure romance, yet the details—plush robes, a glass of local wine, and impeccable service—elevate it into something unforgettable. In short, we embrace the sense of wonder that nighttime creates, while weaving in the hallmarks of luxury hospitality: attention to detail, comfort, and personalized touches. That’s how the experience feels both adventurous and indulgent—an escape that’s magical, yet always anchored in care.
For guests who might be hesitant to venture out at night, how do Fairmont properties create a sense of safety and comfort while still offering an element of intrigue?
Answer: We know that for some guests, the idea of exploring after dark can feel a little daunting—so we design every noctourism experience with both safety and comfort at the forefront. That might mean guided group settings, expert hosts who know the landscape and culture intimately, or thoughtfully lit pathways that feel inviting rather than intimidating. We also build in layers of luxury—whether it’s warm blankets and signature cocktails during a stargazing session or private transfers to and from an evening market—so guests feel cared for at every touchpoint. At the same time, we preserve that sense of intrigue by highlighting the magic of night: candlelight, firelight, starry skies, or live local music. The result is an atmosphere where guests feel secure enough to relax and immerse themselves fully, knowing the adventure has been designed with their well-being in mind.
Are you seeing noctourism influence other aspects of travel, such as dining, wellness, or cultural programming, across Fairmont’s portfolio?
Absolutely—noctourism is starting to ripple into so many corners of the guest experience. Dining is one of the most natural extensions, with guests seeking out everything from candlelit vineyard dinners in Sonoma to midnight feasts under the desert sky in the Middle East. Wellness has also embraced the night, with moonlit yoga, twilight meditation, and thermal soaks designed to harness the calming energy of evening hours. And on the cultural side, properties are curating after-dark performances, night markets, and storytelling rituals that feel both immersive and authentic. What’s exciting is how the night adds a layer of atmosphere and intimacy to these experiences—it slows things down, quiets the distractions, and invites guests to connect more deeply with the place and themselves. Across our portfolio, we’re seeing that after-dark programming isn’t just an add-on; it’s becoming a defining way to experience a destination.
Looking ahead, do you see noctourism becoming a long-term pillar in luxury travel, and how might Fairmont evolve its offerings to stay ahead of the trend?
We absolutely see noctourism becoming a lasting pillar in luxury travel. Travelers are increasingly seeking experiences that go beyond sightseeing—moments that feel intimate, immersive, and memorable. The night naturally lends itself to this, offering a sense of wonder, tranquility, and discovery that daytime can’t always provide. To stay ahead, Fairmont is exploring ways to deepen these offerings while keeping each experience authentic to its destination. That could mean expanding starlit culinary journeys, curating evening wellness rituals, or developing culturally immersive nighttime programs in partnership with local communities. The goal is to create experiences that are not only visually stunning or adventurous, but also emotionally resonant—memories that linger long after the night ends.
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