3 Ways Nostalgia Is Driving Tourism

Nostalgia tourism is having a moment.

America’s 250th anniversary and Route 66’s centennial celebration are among the most obvious displays of the trend. But the search for the good ol’ days exists across the country.

The 2025 Hilton Trends Report found that 58% of global travelers revisit childhood travel destinations, with “recreating memories” listed as the third most-cited reason for leisure travel in the U.S. Yearning for the past contributes to tourism in various ways, including 1 in 4 global travelers prioritizing throwback celebrity reunions and star-powered events in their leisure budgets.

Going a step further, Booking.com finds that 66% of global travelers say they would consider recreating a memory or photo by using technology to identify the exact location it was taken, and then traveling there. And 46% of tourists are drawn to destinations that make them feel young, connected or at home, the trends report finds.

Destinations are witnessing the same phenomenon. New research commissioned by Visit Anaheim and conducted by Talker Research found that nearly half of Americans (48%) believe 2026 will be a “year of nostalgia,” while more than half (53%) say nostalgia influences where they travel. The study also found that nearly one in two nostalgia-driven trips (49%) take place during the summer months, with June emerging as the peak travel period.

Miles Partnership sees the movement as a major opportunity for destination marketers: “Tapping into this growing demand strengthens the emotional connections visitors have to destinations and revitalizes off-the-beaten-path locations, allowing DMOs to reduce the negative impact of overtourism,” notes a blog on the travel marketer’s website.

Here’s how the travel industry is moving forward by looking to the past.

Hands-On Experiences

American Express Travel’s 2026 Global Travel Trends Report finds travelers aren’t acting like tourists used to, reinventing new ways to explore destinations they may be familiar with. This includes turning milestone celebrations like weddings, reunions, and major birthdays into extended vacations with hands-on experiences. Among global respondents extending a milestone trip, the top reasons include spending more quality time with family and friends (51%) and experiencing the location on their own terms (45%), American Express Travel found.

With that in mind, Alexandria, home to Mount Vernon and historic King Street, is aiming to build memories with opportunities that feel comfortably familiar to visitors. Travelers can take a watercolor or flower-pressing class at Shop Made in VA, learn the art of calligraphy or letter pressing during a class at Penny Post, or make their own candle or signature scent at AR Workshop.

Iron Chef America alum Brian Lacayo and Top Chef’s Spike Mendelsohn make creating experiences seem like child’s play at Continues Arcade, a new venue featuring fifty vintage arcade games, skee-ball, and pinball.

Return of the Road Trip

Fittingly as Route 66 is turning 100, the road trip is roaring back into style. Hilton finds that 71% of Americans plan to drive on their next vacation, in part because it allows for more spontaneity than flying. Just over 60% aim to stop within five hours so they can rest and enjoy their vacation. The hotel pool, a timeless classic, is a major draw, with 63% of road trippers saying that amenity is essential to burn off energy and break the rhythm of the drive.

Star Power

Visit Anaheim, the official destination marketing organization for Anaheim, is partnering with skateboarding legend Tony Hawk to spotlight the region’s longstanding influence on skateboarding and Southern California lifestyle.

In a new campaign, Hawk, who spent his early years skating throughout Orange County, including Anaheim, will help bring the nostalgia travel trend to life by reflecting on the places, experiences, and memories that influenced his career. Bringing the marketing to life, Muzeo Museum and Cultural Center is currently showcasing Concrete Wave: Vans at 60 & The Birth of Anaheim’s Skateboard Culture, highlighting Anaheim’s pivotal role on skateboarding and creative expression.

“Our research shows nostalgia isn’t just about looking back,” said Scott Oklin, chief marketing officer of Visit Anaheim. “For many people, it provides a sense of comfort, joy and connection. As travelers plan their summer vacations, they’re increasingly seeking out experiences that remind them of the moments and traditions that matter most.”

Main Photo Credit (Continues Arcade): Visit Alexandria