As the glow from the sunset diminishes beyond the horizon and the stars begin to twinkle, the allure of the dark beckons. This urge that tugs on the heartstrings of those who are insatiably curious does not just occur during the chill of October but throughout the entirety of the year, encouraging those who are brave enough to step into a world where the paranormal and the unknown reign supreme. This growing trend is seeing a surge in popularity, turning after-dark tourism into a year-round venture.
The Changing Seasons of Spook
According to HauntPay, this evolution is drawing crowds eager for horror in holidays you wouldn’t expect, from St. Patrick’s Day scares to Christmas haunts. “The haunt industry has traditionally been associated with Halloween, but we’re now seeing more and more haunts embrace other holidays. Holidays such as Valentine’s Day, Halfway to Halloween, St. Patrick’s Day, Scream Break, Summer Camp, and more. By expanding beyond Halloween, haunts are able to offer a wider variety of experiences to their guests and reach a broader audience. This trend is not only providing more opportunities to open haunts and make money but also satisfying guests who are looking for thrills all year long.” It’s a clear sign: the business of fright is flourishing all year long, and it’s bringing with it a treasure trove of opportunities for those daring enough to venture into the darkness, whatever the month.
Slightly Sinister Summerween Celebration 2023
“Less than 3 percent of respondents reported their attractions were only open during the fall. Instead, 16.2 percent were open for Krampus/holiday events, 15 percent on Friday the 13th, 11.2 percent were open for Zombie Prom and 10.9 percent were year-round.” – HauntPay 2023
The Economic Spirits of the Night
Haunt-themed attractions are just one of the subgenres of dark tourism. Ghost tours are seeing a surge as well and they aren’t just a journey through the paranormal anymore. They are becoming a significant contributor to local economies, breathing life into historic sites and small communities. Take, for example, the experience of Dr. Kristy Sumner of Highways, History, and Haunts, who is co-owner of the Old Scott County Jail in Huntsville, TN. Below is a preview of the interview.
You can also listen to the full podcast episode on YouTube.
Other examples can be seen in Elizabeth Yuko’s article The Terrifying Rise of Haunted Tourism. In this article, she examines multiple locations from the Ohio State Reformatory to the American Flag Ranch. It seems a consensus of balancing history and preservation with supernatural appeal is working for a lot of historical properties and museums. “’It’s almost like two separate entities,’ Armbrust says. ‘We have the museum — with the actual history that we’ve documented — and then there’s the specialized professional paranormal groups that come in at night, set up their equipment and do their tours. We don’t say that ghosts actually exist, but we don’t say they don’t either. We just stay separate.’” The article continues with how cities like Snavely do not have any reservations about scare-intensive tourism and how many cities are benefiting from adding on these types of tours. As Dr. Kristy Sumner said in the above interview, once you turn the lights off, it’s a completely different experience.
Statistics from The Rise of Dark Tourism
The study “A Bibliometric Analysis and Systematic Review of Dark Tourism” identifies a significant interest in dark tourism, with a notable increase in scholarly output in 2022, suggesting the pandemic’s impact on this field. Highlighting the importance of psychological insights into visitor motivations, the research marks 2018 as a critical year for influential publications in dark tourism (Mora Forero, Nieto Mejia, & León-Gómez, 2023).
Stonehenge – Photo by Katie Brittle – Often a place of spiritual and paranormal tourism
“Death, Ghosts, and Spiritual Tourism” by Ironside (2023) explores the nuanced intersection of dark, spiritual, and paranormal tourism, highlighting ghost tourism’s unique position in offering experiences that connect visitors to darker narratives and the supernatural. Ironside conceptualizes a Dark Spiritual Experience Spectrum to analyze these interactions, suggesting that ghost tourism can provide deeply spiritual, sometimes transformative experiences by facilitating direct connections with the afterlife. This paper underscores the complexity and potential of ghost tourism, inviting further research into its emotional and spiritual impacts on tourists.
The Global Ghost Walk
With the dark tourism market valued at a staggering $30 billion and climbing (Thakur, D, 2023), it’s clear the world is keen to explore its darker, more mysterious corners. Tours leading through places heavy with history and horror, offered by companies like Chornobyl Tours and Dark Rome, are tapping into a desire to confront the unsettling, the tragic, and the unexplained. This isn’t mere curiosity; it’s a global movement, one that sees 82% of Americans stepping into the shadows of places like Pearl Harbor and the Catacombs of Paris, seeking stories that challenge, educate, and commemorate. Tour Guide Efi Kalampoukidou, located in Greece enjoys sharing historical facts and personal stories or testimonies related to dark tourism. She also knows where the relevant sites are and shares those with her guests on her “difficult history” guided tours.
Efi Kalampoukidou Greece Guide at the Sacred Omphalos Stone
“…Dark Tourism has always been a part of our “regular” cultural and history tours, even if we are not aware of it from the start. My involvement started via an EU-funded project called RePAST in 2019 when I was asked to design an online webinar series for tourist guides and started training them. Also, in my city, Thessaloniki we have a very important Jewish heritage past for centuries before Holocaust and I’m asked to guide about it all the time.” – Efi Kalampoukidou
Ajo Hospital, Ajo Arizona – Photo by Katie Brittle
Dark tourism can be seen growing in all corners of the world from Greece to the Southern USA. In 2023, Kentucky After Dark was launched in the South of the United States and was a hit, bringing traffic and tourism to areas that were almost all but forgotten. Amelia Cotter, author, researcher, and storyteller reflects on why Halloween and Dark Tourism are so important to the Midwest, “There are a lot of ways in which the comforts, coziness, and joy that Halloween brings help people feel connected to themselves, their childhoods, and each other. This may sound silly, but I feel like fall is the last real discernable season we have in the Midwest. Winter, spring, and summer are so nebulous thanks to climate change.”
Eastern State Penitentiary, Philadelphia – Photo by Katie Brittle
In a survey I did of dark, haunted, and paranormal-related destinations visited in the past 12 months the average number of destinations visited was 12.4, equaling out to a little over 1 destination per month. Destinations included Gettysburg, Tee Lake Resort, Halloween in MI, Old Baraboo Inn, numerous lectures on dark history and paranormal across the states, Spring Mill State Park, Inspiration House, Haunted Forests, Dracula Cafe in Tokyo, Forest Lawn Cemetery, MASS Paracon, Spanky’s Restaurant, All Hallows Art Fest in CA, Henry Ford Museum Halloween event in MI, HauntCon, Haunted America Conference, Chicago Paranormal Conference, Mammoth Cave, goth bars in Denver, Salem, Savannah, the Belle of Louisville, Cave Hill Cemetery, Haunted America, Eastern Cemetery, Midwest Spirit Fest, Mystic Manor in Hong Kong Disney, Midwest Paranormal Conference, Frightworld, Oddities Expo, Beetle House Restaurant in NY, EverHaunt, Waverly Hills, Morbid Anatomy Symposium in NY, Brumder Mansion, several goth and creepy antique stores in Philadelphia, Philadelphia Ghost Tour, Woodstock Opera House, Bewitching Peddlers of Halloween Art show in MI, Dead of Winter Conference, Eastern State Penitentiary, Sedona, the Winchester Mystery House, Midsummer Scream, Transworld, The Queen Mary, and the Whispers Estate.
The Winchester Mystery House, California – Photo by Katie Brittle
TransWorld HAAS highlights;
Why We Seek the Shadows
But what pulls us toward these tales of darkness and demise? It’s a mosaic of motivations, from a thirst for knowledge to a desire to connect with the past on a deeply personal level. What started as a love for Halloween and horror or thriller movies for many has shifted into something more meaningful and fulfilling. Becky Logan’s thoughts echo the sentiment of many enthusiasts I’ve personally spoken to over the years.
For numerous individuals, attractions like the Halloween Horror Nights event at Universal Orlando serve as an initial foray into the realm of haunted attractions, paranormal experiences, and dark tourism. Even major corporations like Universal recognize the consumer interest in having eerie experiences available throughout the entire year. Building on this, Universal has announced the unveiling of a new attraction, Horror Unleashed, set to open in 2024 in Las Vegas. Further expanding their embrace of the macabre, their recent announcement of the new theme park, Epic Universe, reveals an entire section known as Dark Universe. This area is dedicated to the original Hollywood monsters, celebrating the iconic figures that have led many toward a fascination with horror, thrills, and the mysteries of the unknown.
Artist Conceptual Rendering – Property of Universal Studios
Each person’s path into dark tourism varies. Some may find their interest sparked by a classic horror film such as Frankenstein, while others might begin by designing a haunted house attraction at home, delighting in the thrill it brings to their neighbors. For others, the journey begins with a fascination for historical events and a desire to understand their true nature. And for some, it may be an unexplained encounter that propels them into exploring further. Whatever path is taken does not matter. While the spooky season may enhance the feelings surrounding this journey, the truth is, in our hearts we know that this wonder is there always.
Katie with the Hitchiking Ghosts at Magic Kingdom, Disney World
Industry voices like Amanda Woomer, Katie Jo Glesing, and Amelia Cotter remind us that this fascination is more than escapism; it’s a bridge across cultures, a shared experience that transcends the morbid curiosity it might seem to be. It’s about feeling alive, about touching the fabric of our humanity through stories of those who’ve passed into legend.
“All of these areas are a sort of rebellion against ‘normal’ society. Where people are made to feel like the other, many have started to embrace it.” – Amanda Woomer
“Paranormal experiences bridge diversity. I participated in Leadership Louisville and mentioned loving the rich paranormal history and had a line of people trying to talk to me. Everyone seems to have a spooky story in some capacity! We are seeing a spiritualist revival and I’m here for it! In a divisive world, this is something that is bringing everyone together no matter how morbid it may be.” – Katie Jo Glesing
“Stories matter a lot, even in the modern world and with all our tools and technology, tales passed around the proverbial campfire hold the same weight as ever….humans have always been drawn to the dark and social media access has made it more mainstream….In any case, dark tourism makes people feel alive and human…” -Amelia Cotter
Empirical research from the study “Tourists’ Motivations for Visiting Dark Tourism Sites. Case of Romania” has revealed significant insights into why people are drawn to these experiences. The concept of a “Dark Experience” has been shown to positively influence individuals’ attitudes towards dark tourism, echoing findings from previous studies. This indicates a strong curiosity and desire for thematic experiences that delve into the macabre and the unknown.
The Unknown – by Katie Brittle
Another key finding from the research is the impact of “Unique Learning Experiences” on tourists’ attitudes, suggesting that educational motives play a significant role in their travel choices. Visitors seek out dark tourism sites not only for the thrill but also to gain a deeper understanding of the events and stories behind these destinations. The study highlighted specific motives such as curiosity, a desire for a comprehensive understanding of historical events, and an attraction to the notoriety of certain sites. These motives guide tourists to destinations like The Merry Cemetery, Bran Castle, Alcatraz Island, and various memorial museums and squares, underscoring an empathy for the victims and a quest for knowledge.
Alcatraz Island – Photo by Katie Brittle
The popularity of dark tourism destinations like Bran Castle and related tours associated with Dracula’s legend, and Timisoara, known for its anti-communist revolution, reflects a broader trend towards engaging with places that have a dark history or are linked to legends and suffering. The study’s findings offer valuable insights for travel agencies and destination management, suggesting the potential to develop travel packages and marketing strategies that cater to the interests of dark tourism enthusiasts. Future research directions could further explore the motivations and behaviors of tourists seeking these dark experiences, enhancing our understanding of this intriguing tourism sector.
The Spiritual Journey Through the Night
The interest in dark tourism isn’t just about thrill-seeking; it’s a complex, often deeply emotional journey. Studies like those by Mora Forero et al. and Ironside reveal a public drawn to the dark for reasons that touch on the spiritual, seeking experiences that offer insights into the afterlife or provide a moment of reflection on our own mortality. It’s a quest that can be transformative, shedding light on the reasons why ghost tours, cemetery tours, and haunted sites resonate so deeply with so many.
Grave Marker at Tonopah Cemetery, Tonopah, Nevada
The Clown Motel Which Sits Next to Tonopah Cemeter, Tonopah, Nevada
Grave Marker at Tonopah Cemetery
This journey into the age-old question of death and the possibility of life after is often misconstrued as being caused by the spread of social media, yet it is a journey that we as humans are quite familiar with. “Generations before industrial and Internet media became readily available, spectators were drawn to the spectacles as well as the locations of public hangings, crucifixions, decapitations, and bloody battles” (Edwards, E., 2020).
Bonaventure Cemetery – Savannah, Georgia – Photo by Katie Brittle
The fascination with magic, mystery, and the macabre, both the illusory and authentic aspects, suggests a deeper, shared motivation—a quest for meaning beyond our materialistic and consumer-driven societies. This yearning isn’t new; it echoes through history in the ancient practices of attending festivals at sacred sites, consulting oracles, and seeking divine or healing interventions, as seen in the Eleusinian Mysteries and the use of dream incubation in antique temples. This ancient pursuit of spiritual insight, knowledge, and direct encounters with the divine reflects a continuum into modern times where contemporary retreats offer relaxation and rejuvenation, reminiscent of seeking healing waters, oracular wisdom, or divine experiences at nature’s power spots. “If these phenomena affect the tourists on such profound levels, they confront them with one of the oldest burning questions driving philosophical debate ‘What is death?’ It is the one destination all humankind shares, with dark-paranormal tourism serving to challenge the worldview of today’s materialism” (Puhle, A. 2021).
Through My Eyes: A Personal Venture into Dark Tourism
From my own ventures into the world of dark and paranormal tourism, driven by a mix of skepticism and unquenchable curiosity, I’ve seen firsthand the appeal of these journeys into the unknown. Influenced by tales and TV shows that dared to explore the fringes of science and the supernatural, I’ve sought out the places that linger in the shadowed margins of maps, finding in them stories that resonate with our deepest fears and fascinations. Whether you believe it or not, this journey full of twists and turns has led me to you.
Katie Brittle on a Paranormal Investigation in Appalachia
As the grip of winter loosens and the promise of spring whispers through the air, the transition from night to day brings a renewed sense of adventure. The growing interest in exploring haunted locations, ghost tours, and paranormal investigations reveals a yearning that transcends the boundaries of the known world, inviting us to step into the shadows where history and lore come alive. By joining our Spooky Travel group on Facebook, you’re not just becoming part of a community; you’re embarking on a quest to discover the secrets that lurk in the night, all year round. Together, we’ll chase the thrill of the unknown, fueled by our collective curiosity and courage. So, if you’re ready to face your fears and delve into the mysteries that await, we welcome you with open arms. Stay curious, for it is in our relentless quest for understanding that we truly come alive. Remember, the dark beckons not just during the chill of October, but always.
