Astrotourism, also known as stargazing tourism or dark sky tourism, is travel centred on experiencing unspoilt night skies. It includes viewing the Milky Way, meteor showers and eclipses, as well as guided astronomy, astrophotography, night walks and other after-dark nature experiences.
Once a niche interest for astronomy enthusiasts, it is becoming a mainstream travel trend as more travellers seek destinations with little artificial light and memorable outdoor experiences.
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For hotels, the commercial opportunity is becoming increasingly clear. A growing number of travellers are planning trips around celestial events and dark-sky destinations, giving rural, mountain and desert properties a new way to differentiate themselves, attract visitors outside peak seasons and generate revenue after sunset.
Consumer interest is rising. Booking.com reported in 2025 that 62% of surveyed travellers were considering visits to darker-sky destinations, with many expressing interest in activities such as expert-led stargazing, constellation tracking and so-called “starbathing”.
The findings suggest that dark skies are becoming a travel motivator in their own right rather than simply an attractive feature of a destination.
Hotels are responding by developing astronomy-based guest experiences, investing in better lighting design and partnering with local experts. Some have installed telescopes or observatories, while others are creating outdoor viewing areas, astronomy packages or wellness experiences under the stars.
The opportunity is not confined to luxury resorts. Independent hotels, lodges, safari camps and rural retreats can all benefit if they have suitable surroundings and a carefully designed guest experience.
Darkness is becoming a competitive advantage
The night sky is becoming an increasingly valuable tourism asset because it is becoming harder to see. Artificial light continues to spread across cities and suburbs, reducing opportunities to experience truly dark skies.
Research published in Science found that the brightness of the night sky visible to citizen observers increased by around 9.6% each year between 2011 and 2022, while separate research has shown that more than 80% of the world’s population lives under light-polluted skies.
For many travellers, seeing the Milky Way has become as distinctive an experience as visiting a coral reef or an ancient monument. Hotels that can offer genuine dark-sky experiences therefore possess a competitive advantage that cannot easily be replicated elsewhere.
This is particularly relevant for properties in rural locations that may have fewer traditional attractions than city destinations. Darkness itself can become part of the product.
Unlike many tourism experiences, astrotourism also extends activity into the evening. Stargazing, night photography, astronomy talks, guided walks and outdoor dining create reasons for guests to remain engaged with the property after sunset rather than ending the day after dinner.
The commercial benefits extend beyond overnight programming. Meteor showers, eclipses and new moon periods create opportunities for themed packages, while the longer nights of autumn and winter can help hotels attract visitors outside the traditional peak season.
The most successful hotels are unlikely to compete on astronomy alone. Instead, they are combining dark skies with hospitality by offering knowledgeable guides, comfortable viewing areas, locally inspired food and drink, storytelling, wellness activities and photography experiences.
The objective is not simply to help guests identify constellations, but to create memorable experiences that encourage longer stays and repeat visits.
Accessibility is expanding the astrotourism market
One of the biggest changes in astrotourism is that travellers are no longer choosing destinations solely because they have the darkest skies on Earth. Ease of access, accommodation quality and the overall visitor experience are becoming just as important.
That shift is reflected in new research by international eSIM provider Holafly. Its inaugural Clean Sky Index evaluated leading stargazing destinations using four weighted criteria: light pollution, the frequency of clear nights, accessibility and official DarkSky certification.
Rather than simply identifying the darkest locations, Holafly ranked destinations according to the overall experience they offer travellers.
The results challenged conventional assumptions. Pic du Midi in the French Pyrenees ranked first overall despite not having the darkest skies in the study. Holafly found that its combination of excellent sky quality, DarkSky recognition and accessibility — less than four hours from London — gave it an advantage over more remote destinations.
By contrast, Namibia’s NamibRand Nature Reserve recorded the darkest skies in the research but finished fourth because of the longer journey required to reach it. Chile’s Atacama Desert, another benchmark for exceptional darkness, also ranked below more accessible destinations.
Holafly’s top ten included Warrumbungle National Park in Australia, Grasslands National Park in Canada, AlUla in Saudi Arabia, La Palma in Spain, Aoraki Mackenzie in New Zealand, Mauna Kea in Hawaii and Cherry Springs State Park in the United States.
The findings illustrate an important point for hotel operators.
As astrotourism moves into the mainstream, many travellers are looking for destinations that combine exceptional night skies with straightforward travel, comfortable accommodation and organised experiences.
A world-class dark sky is valuable, but it becomes significantly more marketable when guests can reach it without undertaking a major expedition.
This creates opportunities for hotels located within a few hours of major airports or population centres. Rather than competing with the world’s most remote wilderness destinations, these properties can position themselves as accessible dark-sky escapes suitable for long weekends, wellness breaks or short leisure trips.
Protecting the night sky protects the business
Astrotourism depends on the preservation of darkness. Hotels that install excessive decorative lighting or poorly directed floodlights risk undermining the very experience they hope to sell.
Many operators are therefore adopting lighting strategies that balance guest safety with environmental responsibility. Shielded lighting, warmer colour temperatures, motion sensors and reduced illumination during late-night hours can improve sky visibility while lowering energy consumption.
DarkSky International has recognised this growing market by introducing a lodging programme for accommodation providers. Approved properties must demonstrate responsible lighting practices, provide access to high-quality night skies and educate guests about night-sky conservation.
Certification requires ongoing monitoring and regular reporting rather than being awarded permanently.
For hotels considering astrotourism, the first investment may not be an observatory or expensive telescope. A lighting audit, partnerships with local astronomy groups, staff training and carefully designed guest experiences often provide a stronger return than costly infrastructure.
Programming should also be based on realistic expectations. Hotels can promote meteor showers, lunar phases and seasonal astronomical events while making clear that weather conditions cannot be guaranteed. Honest communication helps build trust and improves the guest experience.
Astrotourism also aligns with wider trends in sustainable and experiential travel. Responsible lighting benefits wildlife, reduces unnecessary energy use and helps preserve the natural environment that attracts visitors in the first place.
Working with local guides, observatories and tourism organisations can strengthen the destination while spreading economic benefits throughout the community.
For hotel decision makers, the rise of astrotourism is about far more than installing telescopes or offering occasional stargazing sessions. It reflects a broader shift towards experience-led travel, where guests increasingly value authentic, nature-based activities that cannot be replicated in urban environments.
As Holafly’s research suggests, accessibility is helping bring astrotourism into the mainstream. For hotels with naturally dark skies, that presents a timely opportunity.
Those that protect the quality of their night environment while creating thoughtful, well-managed guest experiences will be well placed to benefit as demand for dark-sky travel continues to grow.
