‘Nostalgia tourism’ uncovered as new trend

Ninety per cent of UK travellers use their holidays to re-visit a specific country or city with a sentimental association to their lives instead of discovering somewhere new, new research shows.

The poll of 500 people conducted by Expedia.co.uk and a senior professor of psychology at University College London, reveals that the top reasons for ‘nostalgia tourism’ is a desire to re-live youth.

More than a quarter (27.7%) said they go back to a destination where they had a memorable childhood holiday while more than a fifth (21.5%) go to where they lived or studied in their younger years.

The UK was top of the list of most popular places to re-visit, with traditional seaside resorts like Blackpool and Brighton particularly popular with those looking to re-live their quintessentially British childhoods.

Madrid, Barcelona, Rome and Florence in Italy were also popular ‘nostalgia’ destinations.

Despite the potential for disappointment, two thirds (66%) had a positive experience re-visiting a sentimental destination. Almost nine out of ten (88%) had such a good time they intend going back for a third time. Just eight per cent were disappointed.

Almost six per cent tried to re-live the memories of their honeymoon and 4.4% their wedding day or engagement. A further 5.5% were motivated by the memories of a former romance.

THE TOP FIVE ‘NOSTALGIA TOURISM’ MOTIVATIONS

MOTIVATION      % RESPONSES   

1.      Memorable holiday in youth      27.7% 

2.      Lived in destination when younger or as a student       21.5% 

3.      I went there on honeymoon       5.8%  

4.      I had a memorable romance there 5.5%  

5.      I had a sabbatical or gap year there    4.4%  

6.      I got married or engaged there  4.4%  

Expedia.co.uk managing director Caroline Cartellieri said: “Although new and exotic places are always popular we have seen a rise in bookings to classic European and domestic destinations, so decided to investigate what was  behind this trend.

“As the research shows nostalgia has become a big driver in destination choice. It’s great that so many people have a positive experience when they do re-visit somewhere, but ensuring you do discover new aspects of an old favourite will keep the excitement alive.”

Professor Adrian Furnham at University College London said: “Inevitably happy holidays stay with us forever but it’s interesting how many people are overcoming their fear of disappointment and re-visiting previous travel destinations. It is important not to overlook the profound pleasure that going back to a place that is fondly remembered can give.”

by Phil Davies

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