Nature Tourism and Hotels: This is How You Can Succeed in Creating Outdoor Experiences

The desire to connect with nature and explore new landscapes has always been a driving force behind tourism. However, in recent years, the industry has undergone a transformation.
 

Travellers are no longer just seeking natural beauty; they want immersive and meaningful experiences that combine adventure and relaxation.
 

According to a report by WTM and Tourism Economics, compared to five years ago, 34% of consumers reported a growing interest in rural and nature-based tourism, while 29% indicated increased interest in adventure travel.
 

For hoteliers, this boom presents a golden opportunity to diversify your offering and attract a growing audience that values authentic and sustainable experiences. In this article, we delve into what nature tourism entails, key sub-trends to watch, and tips on how to make the most of this trend.
 

Why has nature tourism increased in recent years?

Nature-based tourism is now one of the fastest-growing sectors within the global travel industry. This trend is driven by increased awareness of sustainability, the rise of wellness tourism, and a growing interest in outdoor adventure tourism following the COVID-19 pandemic.
 

The pandemic drastically changed how people perceive travel. Lockdowns and movement restrictions forced many to stay indoors, leading to a greater appreciation for open spaces and the tranquillity that nature offers. As travel resumed, many sought adventure tourism destinations that provided fresh air, peace, and outdoor activities.
 

Furthermore, nature-based tourism has played a crucial role in economic recovery, particularly in rural areas. For example, according to the World Bank, wildlife tourism in Africa generates over $29 billion annually and employs 3.6 million people.
 

By investing in nature tourism, destinations not only attract visitors but also create jobs and fund conservation efforts.

Benefits of nature tourism for local communities

Nature travel brings economic and social benefits to local communities by generating employment and supporting conservation efforts.
 

Many rural and indigenous communities have found eco-tourism to be a sustainable source of income that also promotes cultural exchange.
 

Additionally, this type of tourism helps fund the preservation of national parks, protected areas, and key ecosystems.
 

Hotels can contribute to these efforts by hiring local guides, sourcing products from nearby farmers, and developing eco-friendly initiatives that involve the community.
 

This not only enriches the traveller's experience but also promotes the sustainable development of the destination.

4 emerging trends in nature tourism to watch in 2025

When it comes to outdoor travel, several sub-trends should be considered, which hotels can leverage to attract more travellers and create unique experiences for them.
 

This type of tourism is based on the so-called experiential travel trend, which has been highly successful in recent years.
 

1. Noctourism: the appeal of the night

Noctourism is gaining popularity as travellers seek unique ways to experience nature after sunset. This trend includes activities such as astrotourism, nocturnal wildlife encounters, and exploring bioluminescent beaches. Some examples of perfect destinations for noctourism include:
 

• Monfragüe National Park (Spain): Ideal for stargazing and nocturnal wildlife observation.
   
• Bioluminescence in Mosquito Bay (Puerto Rico) or the Maldives: A fascinating natural phenomenon where waters glow at night due to marine microorganisms.
   
• Atacama Desert (Chile): Considered one of the best places in the world for astronomy.
   

How hotels can adapt:
 

• Offer stargazing experiences with telescopes and expert guides.
   
• Organise nocturnal safaris to observe wildlife in its natural habitat.
   
• Include observation terraces in the hotel.
   
• Arrange guided nocturnal activities.
   

2. Coolcationing: seeking cooler destinations to escape the heat

Climate change has led to rising summer temperatures in many regions, driving a new trend: ‘coolcationing’, or seeking cooler destinations to avoid extreme heat. These destinations include:
 

• The Swiss Alps and other European mountain regions: Now attractive in summer for hiking and mountain lakes.
   
• The Scandinavian coast (Danish Riviera, Norway, Iceland): A refreshing alternative to conventional beach tourism, now positioned as a summer destination.
   
• Patagonia (Argentina and Chile): Ideal for ecotourism and glacier viewing.
   
• The Rocky Mountains (USA and Canada): Offering hiking and adventure sports.
   

Tips for hoteliers:
 

• Promote the coolness of their location with summer activities such as hiking or water sports in lakes and rivers.
   
• Offer stays in accommodations with panoramic views and open terraces.
   
• Create wellness packages with saunas, spas, and relaxation experiences in natural settings.
   
• Utilise seasonal marketing to attract visitors outside the traditional peak season.
   

3. Travellers seeking natural phenomena

The desire to witness extraordinary natural events is attracting more tourists to specific destinations, known as phenomena travel. Some examples of the most appealing natural events are:
 

• Solar and lunar eclipses: Such as the total lunar eclipses on 14th March and 7th September, and partial solar eclipses on 29th March and 21st September.
   
• Northern lights in Norway, Canada, and Finland.
   
• Active volcanic eruptions, such as in Iceland or Hawaii.
   
• Wildlife migrations, such as the Great Migration in the Serengeti or penguin gatherings in Australia.
   

Recommendations for hoteliers:
 

• Create special packages for astronomical events with exclusive viewing areas.
   
• Offer volcano tourism experiences with expert guides.
   
• Organise tours to observe wildlife migrations.
    

4. Outdoor adventure travellers: adrenaline-seeking travellers

Adventure tourism remains a high-growth sector. According to Bismart, the global hotel industry is set to reach $1,063 billion by 2028, largely driven by the demand for outdoor experiences.
 

‘Outdoor adventure travellers’ seek extreme experiences in natural settings, combining adrenaline with a connection to nature. This is a diverse segment, ranging from occasional hikers to elite athletes. Popular activities include:
 

• Trekking in national parks (e.g. Torres del Paine, Yellowstone).
   
• Rafting on rivers such as the Zambezi or the Colorado.
   
• Rock climbing in destinations like Patagonia or the Dolomites.
   

How hotels can adapt:
 

• Partner with local tour operators to offer adventure packages.
   
• Implement safety systems and insurance for extreme activities.
   
• Provide post-adventure relaxation options (spas, massages, yoga).
   

How can hotels capitalise on this trend?

At this point, we have already discussed why nature tourism is worth paying attention to in 2025. There are numerous ways in which hotels can benefit from it, and here are some tips you might consider integrating into your property.
 

In general, we recommend you research what nature tourist attractions are nearby your property and try to incorporate products/services that are related to them.
 

Offer exclusive observation packages and special access

Hotels can leverage their location to offer unique experiences, such as:
 

• Themed stays around natural phenomena.
   
• Wildlife observation programmes in collaboration with local biologists.
   
• Adventure excursions with specialised guides.
   

Create nature-inspired spaces

Travellers seek accommodations that bring them closer to the natural environment. To achieve this, hotels can:
 

• Include rooms with panoramic views and private terraces.
   
• Use sustainable materials and biophilic décor.
   
• Incorporate outdoor common areas, such as fire pits or open lounges.
   

Promote sustainable practices

According to Emersion Wellness, travellers are increasingly interested in hotels with eco-friendly practices. Some strategies include:
 

• Reducing plastic use and opting for local products.
   
• Implementing renewable energy and energy-efficient technologies.
   
• Participating in environmental conservation programmes.
   

If you’d like to learn more tips and recommendations on this subject, don’t miss this comprehensive article on hotel sustainability and this one with our guidelines for obtaining sustainability certifications.
 

Offer wellness activities in nature

Wellness tourism and a connection with nature go hand in hand. Attractive options include:
 

• Outdoor or beach yoga classes.
   
• Spas offering natural treatments.
   
• Mindful hiking or ‘forest bathing’.
   

The challenges of nature tourism and the importance of conservation

Despite the benefits, travel in nature can generate negative impacts if not properly managed. The increase in visitors to fragile ecosystems can lead to resource overuse, wildlife disruption, and waste generation.
 

It's crucial that hotels adopt sustainable practices to minimise their environmental impact.
 

Strategies such as limiting visitor numbers, reducing single-use plastics, and providing environmental education for tourists can help protect ecosystems and ensure that nature tourism remains a viable long-term activity.
 

Conclusion: Nature tourism is a major opportunity for hotels

The rise of nature tourism in 2025 represents a significant opportunity for hotels looking to diversify their offerings and attract travellers interested in authentic experiences.
 

By prioritising sustainability, offering memorable outdoor activities, and collaborating with local communities, hotels can benefit from this ever-growing trend.
 

Nature tourism is just one of the six major travel trends to watch for in 2025 for hoteliers. Would you like to go further and discover what other trends you should have on your radar, as well as receive practical tips to make the most of them? Download our free 2025 travel trends guide below.
 

On the other hand, when it comes to distributing your rooms, Hotelbeds can give you a hand. Hotelbeds is the B2B platform that simplifies your hotel distribution. We connect your property with over 60,000 global distributors, bringing you high-value guests without competing with your direct channel. Discover more about what we do and why B2B distribution can be helpful here.
 

And if you’re ready and want to register, click the button below and join Hotelbeds today.
 

Register your property