Destinations such as Norway, Finland, and Iceland have become particularly popular among Indian tourists seeking this unique experience
Aurora tourism or the pursuit of witnessing the mesmerising Northern Lights, has transformed from a niche adventure into a global travel phenomenon. Once reserved for scientists and extreme explorers, it now attracts millions of travellers seeking an unforgettable celestial experience. With solar activity set to peak in 2025, demand is soaring for destinations like Alaska, Russia, Norway, Finland and Iceland, driving innovation in immersive tours while emphasising the need for sustainable practices.
Aurora tourism has a long history, though it remained niche for most of the 20th century. The first recorded accounts of people travelling specifically to see the Northern Lights date back to the late 19th and early 20th centuries. Early tourists were primarily scientists, explorers, and wealthy travellers fascinated by the natural world.
The earliest documented aurora tours began in Tromsø in Norway, and Lapland in Finland in the early 1900s. These areas, located well within the Arctic Circle, offered consistent aurora activity and attracted visitors looking for adventure. In the 1920s and 1930s, British travel companies started offering organised trips to Norway to view the Northern Lights, marking the first commercial aurora tours.
Phenomenon of Northern Lights has led to a boom in specialised tours and unique accommodations
However, it was not until the 1970s and 1980s that aurora tourism gained momentum, thanks to advances in air travel and an increasing public interest in natural phenomena. Iceland became a key destination during this period, as its tourism industry began to promote the Northern Lights as a unique selling point. In the 1990s and early 2000s, Finland pioneered the concept of glass-roofed igloos, revolutionising aurora tourism by making it possible to view the lights in comfort.
In recent years, the allure of witnessing the Northern Lights has led to a boom in specialised tours and unique accommodations catering to this niche market. From glass igloos in Finland to floating lodges in Canada and eco-friendly domes in Norway, businesses are evolving to meet the expectations of aurora chasers. Tour operators now offer everything from guided photography expeditions to dog-sledding and reindeer safaris combined with aurora hunting, enhancing the overall travel experience.
Social media has played a crucial role in this surge. Viral images and videos of the aurora have ignited wanderlust among travellers who might not have previously considered venturing into the Arctic Circle. As a result, destinations like Iceland, Norway, Sweden, and Finland have seen record-breaking visitor numbers, particularly during the winter months. Sergei Bolshakov, the director of Nordtours, one of the pioneers of aurora tourism in Russia, says he has witnessed the transformation of this industry firsthand. His company, operating in the Murmansk region of Russian Arctic, was among the first to offer guided Northern Lights hunting tours when they began in 2014. He reflects on how the industry has evolved over the years and highlights what makes aurora tourism so unique and captivating.
The lights appear in places where most people have never been, under extreme Arctic conditions
“When we launched our aurora hunting trips in 2014, there was literally no one else in Murmansk offering this experience. We were the only ones. Back then, the idea of chasing the Northern Lights was still new to most travellers, and it was exciting to bring something so unique to the region. Now, everything has changed. We have dozens of companies, freelance guides and self-employed individuals leading these tours. The competition is tough, but that just goes to show how much demand has grown over the years. Travellers from all over the world Europe, China, India and the Middle East are coming to Murmansk in search of the aurora,” Bolshakov tells India Outbound.
Bolshakov attributes this growth to the uniqueness of the experience, something that simply cannot be replicated elsewhere.
“Seeing the Northern Lights is not just about looking at the sky it is about feeling something incredible, something deeply personal. Unlike a city tour or a beach vacation, this is a journey into nature, into the unknown. The lights appear in places where most people have never been, under extreme Arctic conditions. That sense of adventure, of witnessing something so rare and unpredictable, is what makes people travel thousands of kilometres just for a few minutes under the aurora,” he adds.
As the industry has grown, so has the technology used to enhance the experience. What was once a matter of luck has now become a precise science, with modern tools helping travellers maximise their chances of seeing the lights.
Fairbanks in Alaska has become one of the most sought-after spots for aurora viewing
“In the early days, we relied on basic weather forecasts to plan our trips. Now, we use real-time satellite data to track cloud cover, we receive images just five minutes after satellites pass over Murmansk. This allows us to adjust our route and find the clearest skies for our guests. The same goes for solar activity tracking. We can now predict geomagnetic storms days in advance, which helps us, plan the best nights for aurora hunting. These advancements have transformed our work. It is no longer just about waiting and hoping it is about strategy, precision, and using every tool available to make the experience as magical as possible,” he adds.
Another factor that has played a huge role in aurora tourism is the advent of mobile phones with high quality cameras turning every tourist into a photographer and the boom in social media that has seen thousands of people posting photographs of their visit to these regions.
“From the beginning, we understood that people don’t just want to see the aurora they want to capture it. That is why we always included professional photographers in our tours. Our first team member, Alexander Stepanenko, was an award-winning photographer whose work was even showcased at the Royal Greenwich Observatory in London. Now, we have a new generation of photographers who specialise in aurora photography. They help our guests take incredible pictures, whether it is a stunning night-sky shot or a portrait under the lights. For many travellers, these photos are the most treasured souvenirs of their trip,” Bolshakov adds.
Destinations such as Norway, Finland, and Iceland have become particularly popular among Indian tourists seeking this unique experience.
Indian travellers are also increasingly captivated by the prospect of experiencing the aurora
Aurora tourism is booming, with Fairbanks, Alaska, emerging as a prime destination for travellers seeking the breathtaking Northern Lights. VIP Northern Lights Tours, based in Fairbanks, offers exclusive experiences and unique opportunities to witness this celestial wonder. Antonio Manchev, Director of the company, shares insights into the growing demand, the distinct experiences on offer, and the importance of sustainable practices in aurora travel.
“The demand for Northern Lights tours in Alaska has surged in recent years, and it is no surprise. With solar activity expected to peak in July 2025, we anticipate even more spectacular auroral displays, attracting travellers from across the world. Fairbanks, with its location under the auroral oval and consistently clear skies, has become one of the most sought-after spots for aurora viewing. However, it is not just about watching the lights travellers want immersive experiences. From heated glass-domed lodges and dog-sled expeditions to flights over the Arctic Circle, we offer unique ways to witness the aurora in comfort and adventure,” Manchev tells India Outbound.
He emphasises the importance of sustainability as more travellers flock to Alaska’s remote regions for aurora viewing.
“As more people venture into Alaska’s remote regions for aurora viewing, it is crucial that we focus on sustainability. Light pollution, environmental degradation, and cultural insensitivity can threaten these pristine locations. Our goal is to ensure that Northern Lights tourism benefits local communities while preserving nature. We encourage operators to adopt eco-friendly practices using renewable energy in lodges, reducing waste, and educating visitors on responsible travel. Protecting these destinations will allow future generations to experience the magic of the aurora just as we do today,” Manchev adds.
The surge in Northern Lights tourism in Alaska is driven by increased solar activity and travellers’ desire for immersive Arctic experiences. Destinations like Fairbanks are adapting to this growing demand with diverse and sustainable offerings.
“The demand for aurora tours in Alaska is skyrocketing, and it is not just because of the incredible solar activity we are expecting. Travellers today want more than just a glimpse of the Northern Lights they are looking for a full Arctic adventure. Fairbanks and other northern regions are leading the way, providing unique, sustainable experiences like heated glass-domed lodges, guided photography tours, and dog-sledding under the aurora. As interest continues to grow, it is essential to balance tourism with conservation, ensuring these breathtaking landscapes remain unspoiled for future visitors,” he adds.
According to Grand View Research which is a market research and consulting firm that provides reports and services to help businesses understand markets, the global Northern Lights tourism market that is currently estimated at USD 834.5 million, is projected to expand at a CAGR of 9.8 pc from 2024 to 2030. As more travellers seek extraordinary natural experiences, aurora tourism has evolved from a niche pursuit to a mainstream travel trend.
This surge is not limited to travellers in the Western countries. Indian travellers are also increasingly captivated by the prospect of experiencing the aurora. Recent reports indicate a 180 pc increase in bookings for Northern Lights tours from India compared to previous years.
For many Indian travellers, witnessing the Northern Lights is a dream come true, drawing them to destinations like Alaska, Norway, and Finland. Experiencing the aurora firsthand is often described as a surreal and emotional moment, making it a top bucket-list experience. Dr Zolie Khan, a dermatologist based in Delhi, recently travelled to Iceland to witness the Northern Lights and describes the experience as nothing short of magical.
“Seeing the Northern Lights was absolutely magical something I had only seen in pictures before. The colours dancing across the sky felt almost unreal, and the experience was even more special because of the Arctic landscape around us. The cold, the silence, and then suddenly, the sky coming alive it is something I will never forget. It is not just about the lights; it is about the entire journey, from chasing them in the snow to learning about the science behind them. This was truly a once-in-a-lifetime experience, and I would recommend it to anyone looking for an extraordinary adventure,” Khan tells India Outbound.
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