Tromsø northern lights: Experiences for every traveler type

Few experiences shape a trip to Norway quite like encountering the Tromsø northern lights. Often referred to as the “Paris of the North,” the city draws travelers in to watch the world-renowned light display.

Whether you want to visit solely for the lights or explore all Norway has to offer, it’s all about customizing the experience to you. Travel is no longer a one-size-fits-all approach and many travelers come to Tromsø with different values and interests – shaping how they experience the destination and what they want to get out of their trip.

To better understand travelers' motivations, we’ve looked at insights from the Northern Norway Tourist Board, NordNorsk Reiseliv. Drawing on data from over 19,000 travelers across 14 different countries and territories, we explore the distinct traveler types drawn to the Troms region and the ultimate Arctic experiences that best fit each travel style. Ready to discover your traveler type?

If you find that traveling to new destinations is all about sharing moments and making memories, then you could be a Community-Oriented traveler. For you, natural wonders like the northern lights in Tromsø are best experienced together. This traveler type prioritizes quality time with loved ones, relaxation and creating memories. The average age for Community-oriented travelers is 45 in Europe and 42 outside Europe. 

Around a third of travelers would consider visiting Norway to enjoy a vacation and experience the natural phenomena and spectacular scenery. And while there is plenty to see and do in Norway all year round, Community-Oriented travelers are more likely to be drawn to visiting in winter, with 78% of this traveler type preferring to visit during the northern lights season.

In terms of entertainment, activities that can be shared and savored are sure to make your trip unforgettable. These can range from reindeer sledging and Arctic animal boat safaris to fjord tours and northern lights hunting excursions, all of which can be experienced together. Relaxed dinners follow, with casual restaurants with wonderful views being a popular choice with 23% of travelers. And spots like Fiskekompaniet for fresh seafood or Full Steam Tromsø for traditional Norwegian cuisine promise just that.

Following an adventure-filled day, you may prefer to look for accommodation that brings everyone together, choosing spacious vacation rentals, larger apartments, or a Norwegian cabin.

If you’re driven by understanding and experiencing a destination, rather than just visiting and sightseeing, then you may be more of a Cultural Enthusiast. This type of traveler wants to immerse themselves in local life, whether that’s sampling local food or getting involved in local events – it’s all about exploring beyond the surface. 

For Cultural Enthusiasts (averaging 47 in Europe and 52 outside of Europe), experiencing the northern lights is part of a wider cultural experience rather than the sole focus of their trip. Like many other Cultural Enthusiasts (82%), you may prefer to visit Northern Norway in the winter to catch a glimpse of the northern lights and take part in related activities. But, it’s not all about the lights, as just over 30% of travelers have Northern Norway on their radar, year round.

In search of activities to experience the northern lights in Tromsø? Well, you may be drawn to longer and more immersive activities that are steeped in Arctic heritage. These can include a half-day dog sledging trip, city walks, snowshoeing, and cross-country skiing.

After a day of exploring, you may prefer to retire to more immersive accommodation, such as traditional lavvus, cozy cabins, or tented stays – making sure you stay connected to the outdoors and Arctic heritage.

If you’re a Relaxer, then traveling to Norway to see the Tromsø northern lights is an opportunity to switch off and recharge your batteries. You enjoy getaways that allow you to enjoy life, rest, and have time to yourself. 

Relaxers (averaging 45 in Europe and 40 outside of Europe) tend to prefer trips that allow them to unwind at their own pace – and it seems like Norway could be just the place. Many travelers agree too, with 34% in Europe and 31% outside of Europe considering making the journey to Norway.

Just like other traveler groups, Relaxers are most likely to visit Norway in the winter, with 79% interested in northern lights activities. Preferred activities can include a half-day northern lights tour by bus, a walk while taking in the spectacular scenery or a full-day whale-watching excursion by boat. Other activities you may enjoy include spa experiences, nature tours by bus or boat, and Sámi wilderness experiences.

When it comes to unwinding, you may prefer lodges, cottages, or spa hotels that offer an effortless retreat after a day out.

Know exactly where you want to go and what you want to see? Then it sounds like you could be an Attraction Hunter. For you, travel is all about checking off tourist attractions and experiencing something new – like seeing the northern lights in Tromsø.

Attraction Hunters (averaging 43–44 in and outside of Europe) prefer to explore on their own terms and tend to travel around to experience different places. For these experience seekers, 30% of European and 33% of non-European travelers would consider traveling to Northern Norway.

Of all the traveler types, Attraction Hunters are the most interested in visiting Norway in winter for northern lights activities (84%). With a drive to see it all, you may consider combining evening aurora excursions with full daytime itineraries. Activities may include a two-day trip by dog, reindeer, and snowmobile, a day trip on an Arctic animal safari by boat, and a two-day northern lights hunt by car or bus.

Other activities that you may enjoy as an Attraction Hunter that differ from other traveler groups include a two-hour stroll on foot, a guided day trip in scenic surroundings (by bus and boat) and a half-day northern lights tour by bus with walking or sightseeing from a boat lounge.

After working up an appetite, you may want to sample the local cuisine, whether that’s on an Aurora culinary cruise, preferred by 10% of Attraction Hunters, or gourmet experiences in the summer, preferred by 11% of these travelers. To make the most of your trip, well-connected accommodation like central hotels or modern lodges may be preferred, offering easy access to tours, transportation, and local facilities.

For Nature Explorers, visiting Tromsø is about spending as much time outside as possible – experiencing breathtaking nature and scenery. This travel style falls under the wider “Nature and Outdoors” category, which also includes Active Adventurers, but more on this later.

Nature Explorers (averaging 48 in Europe and 45 outside of Europe) travel to places where nature is the main focus. Their interest goes beyond outdoor activities and includes an interest in the environment, wildlife, nature conservation, and sustainability.

Norway, known for its diverse landscapes of fjords, forests, glaciers, and mountains, gave rise to “friluftsliv’ or “open-air life.” And nature-focused trips are becoming increasingly popular, with Northern Norway being considered by 39% of European and 35% of non-European travelers.

Like this traveler type, you might enjoy pre-organized activities, such as a one-day Arctic whale safari, experienced from inside a boat cabin or on the deck, like 34% of Nature Explorers. Instead, you may prefer two-day trips, including dog sledging, reindeer sledging, and snowmobiling – an option favored by 23% of this traveler type. Shorter half-day experiences are also popular with 19% of Nature Explorers, particularly those that combine the northern lights with snowshoeing or dog sledging.

Consider spending your evenings in glass cabins, lavvus and tent stays to keep you close to the landscapes you’ve spent the day exploring.

These travelers also sit within the wider “Nature and Outdoors” category, but are driven by activities that are often more physically demanding. Active Adventurers (averaging 42 in Europe and 39 outside of Europe) tend to favor destinations where nature is the main focus.

As an Active Adventurer, traveling to Tromsø isn’t about relaxing, it’s about challenging yourself and making the most of the Arctic landscape – with the northern lights as a highlight. You may prioritize traveling to different places and take guided tours, although you may prefer to explore alone too. 

Just under 40% of travelers are interested in taking adventure-led trips to Northern Norway. Late fall and winter are the preferred times to visit, as they are widely regarded as the best time to see the northern lights in Tromsø.

Arctic safaris by boat, like whale watching, are a popular activity with 34% of Active Adventurers. Other popular activities include two-day trips like dog sledging, reindeer sledging, and snowmobiling, which appeal to 23% of this traveler type. As an Active Adventurer, you may also enjoy northern lights hunting, but as part of a longer trip that also involves reindeer or dog sledging.

Active Adventurers also differ from other traveler types with their interest in activities such as cross-country skiing day trips. For travelers like you, accommodation plays a key role in resting and preparing for the next day, so remote guest houses and coastal rentals away from busy areas can be a good fit.

Eco-conscious travelers want to see the northern lights while making sure they’re looking after nature and the environment. Green Explorers (averaging 46  in Europe and 40 outside of Europe) are the most spontaneous traveler type and would rather travel around than stay in one place.

Trips rooted in nature and sustainability are becoming increasingly important with growing numbers of travelers considering Northern Norway for a getaway. This includes 34% of European travelers and 38% of travelers outside of Europe. These travelers show the second-highest level of interest in culture and activity-focused trips across both summer and winter compared to other traveler types.

In winter, 69% of Green Explorers are interested in small group experiences designed around the northern lights in Tromsø. Compared to other traveler types, you may prefer longer activities, make more conscious choices and look for sustainable alternatives. Activities tend to include full-day Arctic safaris like a responsible whale watching cruise, fjord sightseeing, skiing, ice fishing, and snowshoeing – you may also prefer activities when they’re paired with nature and culture.

Where you stay may reflect these values, with Green Explorers preferring eco-lodges and sustainable options with kitchen facilities around Tromsø.

So there you have it, there’s no set way to enjoy the Tromsø northern lights as it depends on your travel type. Whether you’re a Relaxer or an Active Adventurer, these insights show how you can discover and experience the region in your own way. Experience the magic of the northern lights in Tromsø with a trip customized precisely to you. Say goodbye to generic travel – your personalized adventure awaits.

Traveler type research commissioned by NordNorsk Reiseliv, in partnership with Mindshare, was conducted among a sample of adults to identify interest in traveling to Northern Norway and Svalbard – as well as competing destinations. The objective was to also identify motivation and drivers, travel habits, consumption, media habits, attitudes, shopping habits, and demographics. In total, 19,000 respondents across 14 countries and territories provided data (including Norway, Sweden, Finland, UK, Germany, Netherlands, France, Italy, Spain, U.S., Australia, Indonesia, Singapore, and Thailand). European respondents completed a questionnaire in May–June 2022, while respondents outside of Europe completed theirs in January–February 2023. The questionnaires were issued at different times: European respondents completed theirs between May and June 2022 and respondents outside of Europe completed theirs between January and February 2023. Visit Tromsø, provided access to a library of destination images and promotional content used to support the research findings.