Few experiences shape a trip to Norway quite like encountering the Tromsø northern lights. Often referred to as the “Paris of the North,” the city draws travelers in to watch the world-renowned natural light display.
Whether you want to visit solely for the lights or explore all Norway has to offer, it’s all about customizing the experience to you. Booking.com’s 2026 Travel Predictions report* revealed that, while travel has always been a personal endeavor, in 2026, it will move far beyond one-size-fits-all itineraries. In 2026, travelers will reject conventions and lean into passions that feel distinctive and truly their own. Many travelers come to Tromsø with different values and interests – shaping how they experience the destination and what they want to get out of their trip.
To better understand travelers’ motivations, insights from the Northern Norway Tourist Board, NordNorsk Reiseliv**, explore the distinct traveler types drawn to the Troms region and the ultimate Arctic experiences that best fit each travel style.
Community Oriented
If you find that traveling to new destinations is all about sharing moments and making memories, then you could be a Community-Oriented traveler. For you, natural wonders like the northern lights in Tromsø are best experienced together. This traveler type prioritizes quality time with loved ones, relaxation and creating memories. The average age for Community-Oriented travelers is age 45 in Europe and 42 outside Europe.
While there is plenty to see and do in Norway all year round, Community-Oriented travelers are more likely to be drawn to visiting in winter, with 78% of this traveler type preferring to visit during peak northern lights season.
In terms of entertainment, activities that can be shared and savored are sure to make your trip unforgettable. These can include fjord and wildlife tours, northern lights hunting excursions, and more. Relaxed dinners follow, with casual restaurants rich in naturally wondrous views being a popular choice with 23% of travelers. Spots like Fiskekompanietfor fresh seafood or Full Steam Tromsø for traditional Norwegian cuisine promise just that.
Following an adventure-filled day, you may prefer accommodation options that brings everyone together, choosing a Norwegian cabin, like Tromsø Lodge & Camping, a Booking.com Travel Proud property and recent Traveller Review Awards 2026 recipient.
Cultural Enthusiasts
If you’re driven by understanding and experiencing a destination, rather than just visiting and sightseeing, then you may be more of a Cultural Enthusiast. This type of traveler wants to immerse themselves in local life, whether that’s sampling local food or getting involved in local events – it’s all about exploring beyond the tourist attractions.
For Cultural Enthusiasts (averaging age 47 in Europe and 52 outside of Europe), experiencing the northern lights is part of a wider cultural experience rather than the sole focus of their trip. Like many other Cultural Enthusiasts (82%), you may prefer to visit Northern Norway in the winter to catch a glimpse of the northern lights and take part in related activities.
Those in search of activities to experience the northern lights in Tromsø may be drawn to longer and more immersive activities that are steeped in Arctic heritage, including leisurely city exploration walks, snowshoeing, and cross-country skiing.
After a day of exploring, you may prefer to retire to more immersive accommodations, such as traditional lavvus or cozy cabins that ensure a direct connection to the outdoors and Arctic heritage. Sommarøy Arctic Hotel Tromsø, in the picturesque coastal village of Sommarøy, a 50-minute drive from Tromsø, overlooks the Atlantic Ocean and offers guests complimentary sauna access, and hot tubs for a surcharge, both indoors and outdoors.
Relaxers
If you’re a Relaxer, then traveling to Norway to see the Tromsø northern lights is an opportunity to switch off and recharge your batteries. You enjoy getaways that allow you to fully unwind, rest deeply, and have time to yourself.
Relaxers (averaging age 45 in Europe and 40 outside of Europe) tend to prefer trips that allow them to move at their own pace. And like other traveler groups, Relaxers are most likely to visit Norway in the winter, with 79% interested in northern lights activities. Preferred activities may include spa experiences, nature tours by bus or boat, or Sámi wilderness experiences.
When it comes to unwinding, Relaxers may prefer Enter St Elisabeth Suites & Spa, a Booking.com Genius property with luxury spa facilities, a fitness center, terrace, restaurant, and bar. De Tre Nonner Sky Bar & Restaurant offers exquisite, locally sourced cuisine and drinks, not to mention panoramic views of Tromsø. The hotel’s proximity to the sea and inland farms supply the restaurant with an abundance of fresh Arctic produce, which is showcased in their culinary creations.
Attraction Hunters
Know exactly where you want to go and what you want to see? Then it sounds like you could be an Attraction Hunter. For you, travel is all about checking off tourist attractions and experiencing something new – like seeing the famous northern lights of Tromsø.
Attraction Hunters (averaging ages 43–44 in and outside of Europe) prefer to explore on their own terms and tend to travel around to experience different places. Of all the traveler types, Attraction Hunters are the most interested in visiting Norway in winter for northern lights activities at 84%. With a drive to see it all, you may consider combining evening aurora excursions with full daytime itineraries. Activities may include a guided Lyngen Alps snowmobile tour, a half-day northern lights tour by bus with walking or sightseeing from a boat lounge.
After working up an appetite, you may want to sample the local cuisine, whether that’s on an Aurora culinary cruise, or gourmet experiences in the summer. To make the most of your trip, well-connected accommodation like Skaret by VANDER aparthotel-style accommodations may be preferred, offering easy access to tours, transportation, and local attractions.
Nature Explorers
For Nature Explorers, visiting Tromsø is about spending as much time outside as possible – experiencing breathtaking nature and scenery. This travel style falls under the wider “Nature and Outdoors” category.
Nature Explorers (averaging age 48 in Europe and 45 outside of Europe) travel to places where nature is the focus. Their interest goes beyond outdoor activities and includes an interest in the environment, wildlife, nature conservation, and sustainability.
Norway, known for its diverse landscapes of fjords, forests, glaciers, and mountains, gave rise to “friluftsliv” or “open-air life”. Like this traveler type, you might enjoy rich, nature-centric activities, such as a one-day Arctic whale safari, experienced from inside a boat cabin or out on the deck. Shorter half-day experiences are also popular, particularly those that combine the northern lights with snowshoeing.
Aurora Luxe Retreat, an extra spacious three-bedroom home with a terrace, and garden and mountain views, is a perfect fit for the Nature Explorer. Skiing is nearby, as are The Fram Center (1312 feet), and The Art Museum of Northern Norway (5-minute walk).
Green Explorers
Eco-conscious travelers want to see the northern lights, while making sure they’re respecting and protecting nature and the environment along their way. Green Explorers (averaging age 46 in Europe and 40 outside of Europe) are the most spontaneous traveler type and would rather travel around than stay in one place.
Trips rooted in nature and sustainability are becoming increasingly important with growing numbers of travelers considering Northern Norway for an eco-focused getaway. These travelers show the second-highest level of interest in culture and activity-focused trips across both summer and winter compared to other traveler types.
In winter, 69% of Green Explorers are interested in small group experiences designed around the northern lights in Tromsø. Compared to other traveler types, you may prefer longer activities, make more conscious choices, and look for sustainable alternatives. Activities tend to include full-day Arctic safaris like a responsible whale watching cruise,fjord sightseeing, skiing, and snowshoeing; certainly preferring activities that pair with nature and culture.
Where you stay may reflect these values, with Green Explorers more likely to book their stay at a place like Scandic Ishavshotel, a sustainability-forward hotel on the picturesque Tromsø harbour. Scandic Ishavshotel carries the Nordic Swan eco-label, earned in their work to reduce energy and water consumption, ample plant-based foods and organic food and drinks, and buying eco-labeled hotel furnishings, and more. Almost all rooms at the Scandic Ishavshotel are located at the very end of the quay, providing panoramic harbour views.
It’s time to personalize your travel
There’s no set way to enjoy the Tromsø northern lights as it depends on your travel type. Whether you’re a Relaxer or an Active Adventurer, these insights show how you can discover and experience the region in your own personal way. No longer reserved for major life moments, like weddings, honeymoons, anniversaries, or expecting a baby, today’s milestones are deeply personal as societal norms evolve. Booking.com’s Travel Predictions 2026 report found that two-thirds (67%) of travelers say they don’t need a reason to book a trip, while 21% say they’d visit their ‘dream destination’ without waiting for that “traditional” milestone as the reason.
Experience the magic of the northern lights in Tromsø with a trip that’s customized precisely for you. Say goodbye to generic travel and traditional travel “reasons” – your personalized, outfitted adventure awaits.
Methodology
*Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.
**Traveler type research commissioned by NordNorsk Reiseliv, in partnership with Mindshare, was conducted among a sample of adults to identify interest in traveling to Northern Norway and Svalbard – as well as competing destinations. The objective was to also identify motivation and drivers, travel habits, consumption, media habits, attitudes, shopping habits, and demographics. In total, 19,000 respondents across 14 countries and territories provided data (including Norway, Sweden, Finland, UK, Germany, Netherlands, France, Italy, Spain, U.S., Australia, Indonesia, Singapore, and Thailand). European respondents completed a questionnaire in May–June 2022, while respondents outside of Europe completed theirs in January–February 2023. The questionnaires were issued at different times: European respondents completed theirs between May and June 2022 and respondents outside of Europe completed theirs between January and February 2023. Visit Tromsø, provided access to a library of destination images and promotional content used to support the research findings.
