Published on
November 30, 2025
By: Paramita Sarkar
The tourism industry is witnessing a new wave of travel motivations in 2025, with nostalgia tourism emerging as a key driver. Defined by a longing for the past, nostalgia tourism taps into the emotional connection people have with memories, either personal or collective, evoking positive feelings during travel. As travelers seek deeper, more meaningful experiences, destinations like Slovenia, Chile, Japan, Portugal, and Canada are positioning themselves as leaders in this trend, capitalizing on heritage, culture, and history to lure visitors seeking both emotional fulfillment and a connection to the past.
This form of tourism is categorized into two primary types: personal nostalgia, which is tied to individual experiences and memories, and vicarious nostalgia, which stems from historical or collective memories not personally lived. These two categories lead to four distinct forms of nostalgia tourism—direct-personal, indirect-personal, direct-collective, and indirect-collective.
In 2025, destinations are increasingly using nostalgia as a tool in their marketing strategies, appealing to travelers’ emotions by invoking memories tied to people, places, and significant historical moments. But what makes this trend so significant, and why are these countries leading the charge?
What Is Nostalgia Tourism and Why Is It So Popular in 2025?
Nostalgia tourism refers to the emotional experience of longing for the past, which can arise before, during, or after a trip. For many, it is not just a form of travel, but a coping mechanism, especially after crises like the COVID-19 pandemic, where people are searching for comfort in familiar historical or cultural experiences. According to recent insights, nostalgia tourism fosters emotional connections to past memories, boosting traveler engagement and supporting sustainable behaviors.
In 2025, the trend has evolved to address not only emotional needs but also broader desires for sustainable travel and cultural preservation. Official tourism strategies from countries like Slovenia, Chile, and Japan emphasize the valorization of cultural and natural heritage, encouraging tourism that respects both history and the environment.
Why are these destinations driving the trend?
Countries with rich cultural histories and unique natural beauty—such as Slovenia’s heritage landscapes, Chile’s ancestral traditions, and Japan’s deep cultural roots—are embracing nostalgia as part of their national tourism strategies. These nations are tapping into travelers’ desires for immersive, meaningful experiences that evoke memories and a sense of belonging.
How Are Slovenia, Chile, Japan, Portugal, and Canada Embracing Nostalgia Tourism?
Slovenia
Slovenia has embedded nostalgia tourism into its official strategy, particularly in the Slovenia Tourism Strategy 2022-28. The country is leveraging its deep cultural heritage to promote sustainable, high-value experiences. Slovenia’s marketing emphasizes historical landmarks, cultural festivals, and its peaceful countryside as key nostalgic triggers. For instance, the stunning Ljubljana Castle, a site deeply tied to Slovenia’s history, offers visitors a chance to reconnect with the past while supporting sustainable tourism practices.
Chile
Chile’s National Strategy for Sustainable Tourism 2035 also uses nostalgia tourism as a focal point. The country promotes its rich natural, cultural, and gastronomic heritage, drawing on collective memories tied to its indigenous culture and the historic significance of regions like Patagonia and the Atacama Desert. Chile’s focus on cultural immersion allows travelers to experience the past while preserving local traditions and identities.
Japan
Japan’s nostalgia tourism, promoted through the Tourism Nation Promotion Basic Plan 2023-25, revitalizes regional areas by emphasizing the country’s rich history, unique culture, and connection to nature. Destinations such as Kyoto, with its historic temples and tea ceremonies, evoke deep nostalgic feelings, while Japan’s rural villages, which blend past traditions with modernity, attract visitors looking to connect with a simpler, quieter time.
Portugal
Portugal’s Tourism Agenda for the Inland Territory (2023) highlights the role of cultural resources in tourism development. The country has focused on promoting its inland regions, where tourists can immerse themselves in local traditions, architecture, and gastronomy that evoke the past. The country’s emphasis on historical attractions like the UNESCO World Heritage sites in Porto and Sintra connects visitors with the essence of Portugal’s past.
Canada
Canada’s Federal Tourism Growth Strategy also integrates nostalgia, particularly with its promotion of Indigenous tourism. By offering authentic cultural experiences, such as storytelling, indigenous arts, and heritage site visits, Canada allows tourists to connect emotionally with the nation’s history and cultural roots.
Psychological Benefits of Nostalgia Tourism
Nostalgia tourism has a psychological aspect that goes beyond just a trip down memory lane. It serves as a restorative function, offering comfort and coping mechanisms for travelers in distress, such as during the post-pandemic recovery period. The emotional appeal of nostalgia helps foster connection and belonging, leading to increased revisit intentions and loyalty to destinations.
This form of tourism not only stimulates positive emotions but also encourages pro-environmental behaviors, such as opting for sustainable travel options. Many nostalgia-driven tourists are drawn to destinations with eco-friendly practices, seeking to support conservation efforts and protect the heritage they’ve come to appreciate.
Trends and Growth in Nostalgia Tourism for 2025
The trend of nostalgia tourism is growing, with travelers increasingly seeking destinations that offer a connection to the past. According to the UN Tourism Barometer (January 2025), international arrivals were near pre-pandemic levels, driven in part by the emotional pull of nostalgia. This trend is most prominent in heritage tourism—where the appeal of ancient cultures and historical sites is a central theme.
Destinations like Japan, Slovenia, and Chile are experiencing this resurgence, utilizing nostalgia as both a marketing appeal and a way to sustainably preserve their cultural identities. With the growth of virtual reality (VR) and digital storytelling, destinations are also finding new ways to engage travelers’ nostalgic desires. VR experiences that transport visitors to different historical eras or simulate past cultural events are becoming more popular, particularly in heritage tourism and film tourism.
Nostalgia Tourism Data for 2025DestinationGrowth in Tourist ArrivalsKey DriversPsychological AppealOfficial StrategiesSlovenia+12%Cultural heritage, history, festivalsRestorative, sense of belongingSlovenia Tourism Strategy 2022-28Chile+10%Natural heritage, indigenous cultureCoping, emotional connectionChile National Strategy for Sustainable Tourism 2035Japan+15%Cultural tourism, historyNostalgia, connection to rootsTourism Nation Promotion Basic Plan 2023-25Portugal+9%Heritage sites, authentic experiencesEmotional engagement, belongingTourism Agenda for the Inland Territory (2023)Canada+6%Indigenous tourism, cultural engagementRestorative, cultural bondingFederal Tourism Growth StrategyImplications for the Tourism Industry
Nostalgia tourism presents significant opportunities for destination marketing, as it appeals to emotions and encourages deeper connections with travelers. By integrating nostalgia into tourism experiences, destinations can foster long-term loyalty and repeat visits, increasing the overall economic impact. It also supports sustainable tourism practices, as tourists increasingly choose destinations that prioritize environmental conservation and cultural preservation.
Official reports and frameworks, such as those from OECD and UNWTO, emphasize the importance of integrating cultural heritage into tourism strategies to boost economic recovery and enhance visitor experiences. Nostalgia tourism is not just about looking back; it’s about creating forward-looking, sustainable, and meaningful travel experiences.
Conclusion: Nostalgia Tourism’s Powerful Future in 2025 and Beyond
As we move through 2025, nostalgia tourism is becoming more than just a trend; it’s a transformative force in the tourism industry. Destinations like Slovenia, Chile, Japan, Portugal, and Canada are leading the charge by connecting travelers with the past through culture, history, and emotional experiences. The power of nostalgia is driving both visitation and sustainable tourism growth, making it an essential aspect of travel in the coming years.
