2025 fall trends tour operators can use to boost bookings

Travelers are looking for new ways to celebrate the season, from immersive ghost stories to family-friendly festivals. And across the U.S., haunted attractions and fall festivals are seeing thousands — sometimes tens of thousands — of visitors each year. That demand means opportunity for tour operators.

The question is: how can you tap into it? We pulled insights from TransWorld 2025 and real-world operator strategies to bring you the top spooky season trends and practical ways to put them into action.

Trend 1: Immersive storytelling experiences

Travelers want more than a quick scare. They want to step into a story. Haunted attractions and ghost tours that build an immersive narrative stand out in a crowded market.

TransWorld, in particular, featured elevated artistry in the immersive storytelling. Experiment with eerie makeup or elaborate sets to upgrade your experience. 

But you don’t have to run a haunted house to tap into it.

How to do it:

• Weave local legends, ghost stories, or cultural traditions into your tours.
• Add theatrical elements, like costumed guides or scripted moments.
• Consider family-friendly versions earlier in the evening, then lean into darker stories for adult audiences later at night.

Pro tip: Think of your tour as a stage. The more interactive and immersive the experience, the more likely customers are to share it and come back.

Trend 2: Nighttime outdoor adventures

Fall nights come with a natural sense of mystery, and leaning into that can make even a familiar activity feel brand new. Kayaking under the harvest moon, ziplining in the dark, or leading flashlight hikes through corn mazes adds just enough thrill without needing a haunted theme.

You can even reframe some of your existing tours into a spooky theme. Think “Howl at the Moon” kayak tours, “Sink your teeth into” foodie tours, or “Vampire Hunter” horseback rides.

How to do it:

• Rebrand your existing outdoor activities as special night editions.
• Provide safe but fun lighting options, like glow sticks or headlamps.
• Market the experience as adventurous, family-friendly, or romantic, depending on your audience.

Pro tip: Nighttime activities often work best in shorter time slots, so you can fit in multiple groups and capture more bookings in a single evening.

Trend 3: Costume-themed ride or cruise nights

Costumes aren’t just for trick-or-treating. More operators are hosting theme nights — pirates, vampires, witches — where costumes are encouraged, prizes are awarded, and every tour feels like a party.

How to do it:

• Choose a theme that aligns with your activity, like pirate costumes on a sunset cruise.
• Offer prizes for best dressed to get everyone involved.
• Encourage group bookings by promoting it as a chance for friends to dress up together.

Pro tip: Don’t forget to create photo opportunities; themed costumes paired with your backdrop practically guarantee social shares.

Trend 4: Seasonal add-ons and merch

From pumpkin spice treats to glow-in-the-dark gear, customers love a themed extra. Seasonal upsells can turn a fun night into a memorable tradition.

How to do it:

• Offer pumpkin-flavored snacks, hot cider, or locally made treats at check-in or after your tour.
• Sell limited-edition merch like glow sticks, themed t-shirts, or souvenir photos guests can share online.
• Use FareHarbor POS Dock to make it easy for staff to sell these extras on-site.

You can even theme your add-ons to your existing experiences. A sunset cruise becomes a “Pumpkin Spice Sail” with spiced cider onboard, or your regular walking tour comes with glow bracelets so groups light up the night.

Pro tip: Keep items simple, affordable, and fun. Guests are more likely to grab something they can eat, wear, or share immediately.

Trend 5: Cross-promotion with local fall events

Fall festivals and themed weekends can transform small towns into major destinations, bringing in thousands of visitors. Tapping into that community energy helps your tours stay top of mind when travelers are planning their weekend.

How to do it:

• Join your town’s convention and visitors bureau (CVB) or local chamber of commerce to be featured in event marketing.
• Partner with nearby attractions or seasonal events to offer bundled experiences.
• Use the FareHarbor Distribution Network (FHDN) to reach travelers already searching for things to do in your area.

Think of it like being part of a neighborhood block party: the more you collaborate, the more people show up. A horseback ranch might offer “Ride & Cider” packages with a local orchard, or a kayak company could team up with a fall festival for day-and-night adventure combos.

Pro tip: Timing matters. Festivals and CVBs often plan months in advance, so reach out early to secure a spot in their promotions.

Trend 6: Social media-worthy experiences

A big part of the fall draw is the photo. Travelers want proof they braved the haunted trail, paddled under the harvest moon, or wore the funniest group costume. If you create