Stargazing has always been a way to reconnect with what matters -silence, nature, and curiosity about the unknown. This timeless fascination has evolved into one of the most inspiring travel trends for hotels: astrotourism.

More and more travellers are seeking destinations far from noise and light pollution, eager to enjoy the night sky, learn about the cosmos, and immerse themselves in authentic experiences. For rural hotels and guesthouses astrotourism presents a real opportunity to stand out, attract new guests, and strengthen commitments to sustainability.

This guide explores how to adapt your property to dark sky tourism, and how to provide a smooth experience before, during, and after a guest’s stay through modern, connected service.

What is astrotourism and why is it growing?

Astrotourism – sometimes called dark sky tourism or stargazing tourism – brings together science, nature, and well-being. It’s about more than simply looking at the stars: it’s about learning, sharing, and feeling the vastness of the universe from places where darkness is precious.

The growth of astrotourism is driven by three clear forces:

• Sustainability
• Authenticity and uniqueness
• Learning

Does astrotourism generate revenue for hospitality?

Yes, the estimated global market size of dark sky tourism was estimated at $1.45 billion in 2024, projected to exceed $4 billion by 2033 according to recent reports. Notably, a 2017 case study of Northumberland Dark Sky Park in the UK documented £25 million in economic benefits, translating to investments, increased business performance, and job creation.

Opportunities for hotels and guesthouses

Astrotourism transforms every property into a living stage for discovering the universe. More than just the value of the landscape, it gives hotels a chance to form emotional connections with guests who want unique, meaningful experiences.

• Genuine differentiation: exclusive night-time activities or dinners under the stars.
• Reducing seasonality: guests visiting all year round.
• Environmental commitment: integrating with local areas and their resources.

Astrotourism isn’t limited to rural hotels or traditional houses – it’s gaining ground in campsites and glamping sites offering stargazing experiences in natural surroundings. These options combine close contact with nature and the comfort that today’s travellers expect.

Communication with guests is just as important as a clear sky. From the first website visit to post-stay messages, guests expect up-to-date, clear information: weather forecasts, best viewing times, or practical tips.

Digital tools – AI-powered chatbots, WhatsApp messages, or automated emails – offer instant support without overloading your team. When used well, automation means guests feel looked after before, during, and after their stay, giving staff more time to focus on the kind of human touch that makes an experience truly memorable.

How to adapt your property for astrotourism

Turning your hospitality business into an astrotourism destination takes planning and a joined-up approach to infrastructure, sustainability, and the overall guest experience.

1. Assess your setting - Evaluate darkness levels and light pollution with specialised tools. Pinpoint the best stargazing spots on your property.
2. Responsible lighting - Use warm lights, along with sensors or timers. Avoid white lighting that disturbs local wildlife and spoils night sky views.
3. Observation areas - Create safe, comfortable, and open zones for stargazing. Terraces, gardens, or platforms can become perfect viewing areas, especially with interpretive signs.
4. Equipment and activities - Telescopes, binoculars, sky guides, and stargazing workshops are at the heart of astrotourism. Offering themed evenings or sessions with astronomy experts adds real value for both guests and your brand.
5. Staff training - An enthusiastic team means a more authentic experience. Training your staff in basic astronomy and night-time hospitality improves the overall impression and helps guests get the most from their stay.
6. Safety and accessibility - Soft lighting along paths, clear signage and safe routes make things easier and more inviting.
7. Embracing digital and operational flow - Technology helps everything run smoothly without taking away from the rural setting. Consider how online check-in, web or whatsapp chatbots and automated reminders can help guests to feel supported every step of the way, and ensure your team has more time to focus on the things that matter most.

Promoting and raising the profile of your stargazing accommodation

Once you’ve built your astrotourism experience, the next step is to get the word out. Being visible online builds your reputation and brings in guests who are interested in science and nature.

• Visual storytelling: showcase your skies and night-time activities with high quality photos and video.
• Review management: guest reviews are your best calling card. Request them automatically and respond personally
• Digital loyalty: thank guests for their visit, send a discount, or share personalised photos to keep connections alive and build loyalty.
• SEO, AEO and GEO optimisation: use terms like astrotourism, dark sky tourism, Starlight reserve, tourist observatory, or country house for stargazing. Create content that answers top questions, such as “Where to go astrotourism in Ireland?”

The key to success is offering both useful information and excitement: blending sustainability, science, and hospitality in equal measure.

In Summary

Astrotourism offers a thoughtful, sustainable, and emotional approach to hospitality. It mixes science with silence, digital with calm, and turns a stay into an extraordinary experience under the night sky.

Modern communication – using chatbots, WhatsApp, or automated systems – makes it possible to support guests around the clock, without losing your authentic touch. Technology doesn’t replace hospitality; it gives your team more freedom to focus on what really makes a difference.

HiJiffy helps properties offer exceptional experiences with smart automation and multichannel service, so every guest can enjoy their own special moment beneath the stars. See how it works with a demo.

CLICK HERE for more info including Astrotourism Accommodation Checklist and FAQs.

Contact details

Shaun Sequiera
Senior Country Lead UK & Ireland

 0044 20 7038 7837
 shaun.sequeira@hijiffy.com
Web hijiffy.com