1. Night Tourism: After-Dark Attractions
Tell your mom not to worry — we’re going off the grid for this one.
Night tourism is on the rise, with travelers seeking moonlit kayaking, remote cabins, guided night hikes, and illuminated skies. DMOs can extend visitor engagement by promoting after-dark experiences that are safe, unique, and culturally rich. Lighting up your destination, literally and figuratively, can help you stand out.
For inspo, check out Visit Utah’s website. Its homepage features “Dark Sky Parks” and boasts the “finest dark skies in the world.” There’s even an interactive map to help travelers pick a gazing spot that will leave them starry-eyed.
Colorado Tourism Office also promotes night experiences through its many designated Dark Sky Parks and communities. Its “Colorado Stargazing” landing page connects telescoped travelers to the best places to see sparkling skies across the state, stargazing events, and night hiking adventures.
2. Cowboy Core: Western Vibes, Modern Appeal
If Beyoncé can embrace cowboy core, so can your destination.
Fueled by fashion trends and pop culture, the cowboy way is galloping into the travel scene. Visitors are craving the romance of the American West — horseback rides, ranch stays, rodeos, and wide-open landscapes for picture-perfect moments. DMOs can lean into this aesthetic with themed itineraries, influencer partnerships, and immersive experiences that blend nostalgia with modern comfort.
Visit Wyoming takes cowboy core by the reins year-round. Travelers can find rodeo events front and center on the DMO’s homepage, as well as an entire drop-down navigation highlighting options like “Western Culture” and “Cowboy Culture.” Rootin’ tootin’ travelers can seamlessly saddle up for the Wild West via landing pages like “Find Western Activities” and “Plan Your Ranch Adventure.”
3. Detour Destinations: The Road Less Traveled
The road less traveled is becoming, well, more traveled.
Forget bucket list cities — today’s explorers are all about the detour. Travelers are intentionally skipping obvious stops in favor of lesser-known gems. DMOs can capitalize on this by spotlighting hidden neighborhoods, quirky roadside attractions, and under-the-radar events. Use storytelling to elevate the charm of your “second cities” and encourage visitors to take the scenic route.
The U.S. Travel Association honored Visit North Carolina with a Mercury Award for its “Firsts That Last” marketing campaign, which documents real-life travelers on their first visit to the destination. This campaign uses short films to encourage travelers to explore beyond big cities like Asheville and Charlotte and prioritize visits to charming small towns instead. The DMO uses personal stories and local voices to elevate these detour-worthy spots.
4. Silent Travel: Stillness That Excites
Gen Z visitors are seeking the quiet corners of the world where they can put their phone on “do not disturb.” Silent travel — think meditation retreats, digital detoxes, and quaint small towns — is gaining traction among wellness-minded travelers. Destinations with natural tranquility, wellness resorts, or spiritual heritage sites are uniquely positioned to attract these travelers. Consider creating packages or itineraries that emphasize mindfulness, nature immersion, and tech-free experiences.
“Ground yourself in sacred earth” is the first thing visitors to Visit Sedona’s website see — along with a spotlight of the destination’s wellness tourism and holistic healing options. The DMO offers silent meditation attractions and a “Spiritual and Wellness” featured landing page, perfect for those seeking a peace-filled getaway.
