Magical Tourism is a growing cultural and travel tourism phenomenon, where history, folklore, fantasy, wellbeing, and immersive experiences merge.

From light trails to ghost tours, to mountain tops to lantern parades under full moons. From fairy festivals to historic cities reimagined as fairy tale, romantasy realms, to forest bathing and communing with the spirits of trees; these rich geographic hot spots bring us together through stories.

Throughout the year, magical light installations, trails and festivals are popular tourist attractions especially in winter months, extending the tourist season, dispersing visitors and attracting new audiences to a variety of sites.

Leading the research is Dr Jane Lovell, Reader in the School of Business, Law and Policing at Canterbury Christ Church University, and Co-Chair of Canterbury World Heritage Site Management Group. Dr Lovell’s research into new animism, the production of enchantment, light installations and magical heritage, has been widely published in peer-reviewed journals including Annals of Tourism Research. Her research collaboration with Dr Nitasha Sharma on Magical Tourism and fairy tourism is proving to be relevant for the regional tourism industry.

Supporting regional growth with Magical Tourism