Experiential and Nostalgia-Driven Tourism for Small Businesses
Introduction
In 2025, travelers are seeking more than just destinations—they want immersive, memorable experiences that connect them to culture, history, or personal nostalgia. Experiential tourism, including trends like “set-jetting” (visiting film or TV locations) and “noctourism” (nighttime activities like stargazing), is reshaping tourism economies. With 73% of travelers prioritizing authentic cultural experiences (Skift, 2025 Tourism Trends), small businesses in tourism-heavy regions can capitalize on this demand by offering unique, tailored experiences. This article explores how small businesses can leverage experiential and nostalgia-driven tourism, with actionable ideas and a case study of a successful implementation.
The Rise of Experiential and Nostalgia Tourism
Experiential tourism focuses on authentic, hands-on activities that immerse travelers in a destination’s culture or environment. Nostalgia tourism, a subset, taps into travelers’ desire to relive past memories, such as revisiting childhood vacation spots or exploring locations tied to iconic media. In 2025, 64% of millennials express interest in “New Heydays” trips to nostalgic destinations, while set-jetting drives visits to locations like New Zealand (Lord of the Rings) or Croatia (Game of Thrones) (Expedia, 2025 Travel Trends). Small businesses can stand out by creating personalized, story-driven experiences that resonate with these trends.
Actionable Ideas for Small Businesses
Here are five actionable strategies for small businesses to tap into experiential and nostalgia-driven tourism:
- Create Set-Jetting Tours
Develop guided tours to local sites featured in films, TV shows, or books. For example, a small business in a coastal town could offer a “pirate-themed” tour tied to a popular movie filmed nearby, complete with historical anecdotes and themed activities. Promote these tours on social media with hashtags like #SetJetting to attract fans.
- Offer Nostalgic “New Heydays” Packages
Design packages targeting millennials and Gen X travelers revisiting childhood destinations. A bed-and-breakfast could offer a “90s Throwback” package with retro decor, classic board games, and a playlist of era-specific music. Partner with local businesses to include nostalgic dining or activities, like roller-skating or arcade nights.
- Host Noctourism Events
Capitalize on the growing popularity of nighttime activities like stargazing or night markets. A small tour operator could offer “celestial retreats” with guided stargazing sessions, using telescopes and expert guides to highlight constellations. These events appeal to 60% of travelers seeking unique nighttime experiences (Tripadvisor, 2025).
- Curate Cultural Immersion Experiences
Offer hands-on activities that connect guests with local culture, such as cooking classes with traditional recipes or workshops with local artisans. For instance, a small business in a historic town could host a pottery workshop led by a local craftsman, allowing guests to create their own keepsakes.
- Leverage Storytelling in Marketing
Use storytelling to enhance experiences, such as sharing the history of a local landmark or the personal story behind a family-run business. Create short videos or blog posts for platforms like Instagram or TikTok, where 75% of travelers discover experiences (Google Travel Insights, 2025). Highlighting nostalgia or cultural authenticity can drive engagement.
Case Study: RetroRoads Travel Co., Oregon
RetroRoads Travel Co., a small tour operator in Oregon’s Willamette Valley, has thrived by embracing nostalgia tourism. In 2024, they launched “80s Rewind Tours,” targeting millennials with visits to filming locations from The Goonies and Stand By Me. The tours include retro-themed bus rides with 80s music, trivia, and stops at local diners serving nostalgic dishes like milkshakes and burgers. By partnering with local businesses and promoting on TikTok with #NostalgiaTravel, RetroRoads saw a 50% increase in bookings and a 30% boost in social media engagement. Their success highlights how small businesses can leverage niche trends to create memorable experiences.
Getting Started
Begin by identifying local assets—cultural sites, historical landmarks, or media connections—that can anchor experiential offerings. Research your target audience’s preferences using platforms like Tripadvisor or social media analytics. Start with one signature experience, such as a themed tour or workshop, and test it with a small group. Use guest feedback to refine the offering and promote it through targeted online campaigns. Joining tourism boards or platforms like Viator can increase visibility. With 80% of travelers booking experiences online (Booking.com, 2025), a strong digital presence is key.
Conclusion
Experiential and nostalgia-driven tourism offers small businesses a chance to create unique, high-demand offerings that stand out in competitive tourism markets. By curating set-jetting tours, nostalgic packages, or nighttime experiences, businesses can connect with travelers seeking authenticity and memories. RetroRoads Travel Co.’s success demonstrates the power of niche, story-driven experiences. Start small, tell compelling stories, and watch your business become a must-visit for today’s experience-hungry travelers.