From Lapland to Utah, Seoul to Yorkshire – Why 2026’s Noctourism and Pop Culting Trends Will Redefine Your Travel Plans!

Published on December 23, 2025

By: Paramita Sarkar

As 2026 approaches, two emerging travel trends—Noctourism and Pop Culting—are set to redefine the tourism landscape. According to official tourism forecasts from Visit Norway, the Korea Tourism Organization (KTO), and the U.S. National Travel and Tourism Office (NTTO), these trends will drive significant growth in key destinations such as Lapland, Seoul, Utah, and Yorkshire.

Noctourism, the rising fascination with dark sky destinations and celestial phenomena, and Pop Culting, which sees travelers flock to locations tied to popular TV shows, movies, and music, are expected to dominate tourism in 2026. Here’s a breakdown of how these sectors will shape the future of travel.

1. Noctourism: The Rise of Dark Sky Travel

Noctourism is taking off, with destinations centered around night-sky activities leading the charge. Fueled by the Solar Maximum in 2026, the year promises to be the peak for celestial phenomena, especially the Northern Lights.

Lapland, Finland: Northern Lights Zenith

The Solar Maximum of 2026 will result in some of the most intense and frequent aurora displays in over a decade. According to the Finnish Meteorological Institute, the Northern Lights will be visible at their brightest and most active levels since 2011. The demand for winter tourism in Lapland is expected to surge with an anticipated 15–20% increase in occupancy compared to 2024. Finnair is also responding to the surge by expanding its winter schedule to Arctic hubs like Rovaniemi and Ivalo by 10% to accommodate the higher demand.

• Arrival Trend: +15–20% year-on-year (YoY) increase in winter occupancy.
• Aviation Update: Finnair expands service to Rovaniemi and Ivalo by 10%.

Utah, USA: Dark Sky Capital

Home to the highest concentration of International Dark Sky Parks in the world (over 24 sites), Utah’s popularity as an astrotourism destination is set to skyrocket. The state projects an 8.94% tourism growth in 2026, with Utah’s remote “stargazing retreats” in Moab and Bryce Canyon becoming highly sought after. Visitors are booking stargazing experiences months in advance for the 2026 season.

• Arrival Trend: +8.94% YoY tourism growth for 2026.
• Hotel Booking Strategy: Remote stargazing retreats in Moab and Bryce Canyon experiencing extended booking windows (12 months in advance).

2. Pop Culting: Screen-to-Street Tourism

Pop Culting is a growing trend where travelers visit destinations specifically tied to their favorite TV shows, movies, or music. In 2026, destinations associated with global pop culture phenomena are poised to become hot spots.

Seoul, South Korea: The K-Culture Era

South Korea is focusing heavily on its K-Culture sector, with the government designating 2026 as the year of the “300-trillion-won K-Culture era.” The Korea Tourism Organization (KTO) has committed a 10% increase in the tourism budget, focusing on content-driven tourism such as K-food, K-beauty, and K-wellness. Seoul will be the epicenter of this cultural movement, with a goal of attracting 20 million international visitors. The 2026 tourism strategy, called “D.U.A.L.I.S.M.,” moves beyond filming locations to offer visitors an immersive experience in Korean life.

• Arrival Target: 20 million international visitors in 2026.
• Tourism Focus: “K-Life” and cultural experiences beyond film locations.

Yorkshire, UK: Literary and Screen Tourism

Yorkshire, already famous for its rich literary history, is projected to experience a 5–10% increase in international visitor spending in 2026. The “Wuthering Heights” effect, spurred by adaptations of Brontë classics and the “Starring GREAT Britain” campaign, will attract tourists looking to explore iconic filming locations. South Yorkshire is investing in screen-tourism infrastructure to capitalize on the popularity of the region’s literary heritage.

• Arrival Forecast: +5–10% increase in visitor spending.
• Regional Investment: ₩12.4 million investment in screen-tourism infrastructure in South Yorkshire.

2026 Travel News Fact Sheet

Here’s a quick look at the key projections for 2026:

Necessary Travel Tips for 2026

• Hotel Booking Strategy: For Noctourism travelers, it’s advised to book during the New Moon periods, when the sky is darkest for optimal celestial viewing.
• Pop Culting Travel Deals: South Korea’s “Korea Grand Sale” offers discounts of up to 96% on international flights for early 2026, making it the ideal time to visit.
• Visa Accessibility: Both the U.S. and South Korea have implemented digital visa enhancements, such as South Korea’s K-ETA program for specific pilot countries to ease the surge in travel.

Conclusion: Why 2026 Will Be the Year of Noctourism and Pop Culting

2026 is shaping up to be a year of significant growth for two distinct yet highly captivating tourism sectors. Noctourism, driven by the solar cycle and the allure of dark sky destinations, will continue to captivate travelers seeking celestial wonders in places like Lapland and Utah. Meanwhile, Pop Culting will engage fans of global pop culture, particularly in Seoul and Yorkshire, where cultural and screen tourism are set to dominate. With enhanced accessibility and targeted investments, these sectors promise to provide travelers with experiences like never before, marking 2026 as a transformative year in global tourism.