Happy Hauntings: The Bright Side of Dark Tourism

Ghost tours. Haunted hotels. Prisons widely known for intense paranormal activity. Besides the obvious, otherworldly connections, they all have one thing in common. They are powerful economic and cultural assets for destinations. It’s true. Now more than ever, travelers are intrigued by these mysterious brushes with the unknown and the numbers aren’t afraid to show it. In fact, haunted tourism, also known as dark tourism, has become a multi-billion-dollar global business.

For Destinations it’s More Than Gore

Maybe it’s due to the thrill and curiosity involved, the history behind the ghostly locales or maybe it’s just the fact that people love a great story, but these types of attractions offer experiences that today’s travelers deem well worth the scare. Hotels, restaurants, guided tours and local stores near haunted tourism sites can, in most cases, expect an increase in tourism revenue.

Haunted tourism can also extend the travel season, both daily and seasonally. Nightly tours and events offer activities that increase traffic outside of the typical nine-to-five hours. They can also lead to overnight stays which increases attendance at nearby restaurants and hotels. Seasonally, haunted tourism often stretches beyond the summer months into the fall, where Halloween generates an uptick in infatuation with all things eerie. And there’s nothing to fear about visitors coming back. Both domestic and international visitors who enjoy dark tourism frequently return to attend annual events each year.

Turning Ghost Stories into Opportunities

Other bright sides to dark tourism include the creation of jobs. Think tour guides, local historians and storytellers. Also, because haunted legends often surround old buildings, prisons, battlefields, hotels and mansions, visitation in these areas can lead to renewed interest in revitalization and preservation. Haunted tourism is also very beneficial on an educational level, giving visitors a deeper understanding of real-life historical events. For instance, battlefields, hospitals and homes associated with the American Civil War and American Revolutionary War are popular sites for legendary hauntings.

Destination branding and marketing also get a boost. Haunted stories give these locales a unique identity and narrative that can be spun into a variety of creative marketing opportunities. Niche activities like ghost walks and supernatural festivals keep the local folklore alive. If done well, it can also develop a sense of shared cultural heritage and community spirit rather than just some old stories.  More good news: haunted locations often receive a lot of free publicity via social videos, YouTube and travel influencers, which is always a win-win.

Haunted Tourism Hotspots

Haunted tourism hotspots span the globe. Among the more well-known areas is Salem, Massachusetts, known for the Salem Witch Trials of 1692.  Salem hosts an annual month-long Halloween festival that runs through October, which draws more than a million visitors who want to learn about the events and see where accused “witches” lived, died or were tried. Walking tours, parades, people in costume and stops at places including the Salem Witch House and the Old Burying Point Cemetery, located next to the Witch Trials Memorial, cast a spell of wonder and fascination throughout the crowds.

New Orleans is also renowned for many things, including its scary side — French Quarter haunts, voodoo-rich traditions and historic cemeteries with tombs above the ground. The spectral ambiance is woven into the culture of this charming city. Whether you’re going for Mardi Gras or a leisurely vacation, expect enigmatic tales, ghostly streets and a city alive with magical energy around every corner.

The bottom line: if your destination has a mysterious past or present, consider highlighting it. Team up with historians or storytellers, host seasonal happenings, develop a ghost tour and promote local lore with mindful, responsible storytelling. Of course, while the goal is ultimately to entertain, being respectful of somber historic events and being cautious when touring older structures are essential best practices. Happy haunting!

Take the fear out of navigating today’s marketing landscape. Team up with the award-winning experience of Dana Communications — named 2025 Travel Marketing Agency of the Year by Hospitality Business Review. Let’s talk tourism. Contact Lynn Kaniper at 609.466.9187 ext. 117.