Recent research from Washington State University indicates that individuals are generally more enthusiastic about the prospect of future travel rather than reflecting on previous trips.
Led by Ruiying Cai, an assistant professor at the Carson College of Business, the study discovered that advertisements that emphasize a hopeful and ideal future—termed forestalgia—are far more effective in inspiring travelers to book vacations than those that draw on nostalgia by highlighting cherished past moments. Additionally, the findings revealed that forestalgia is especially effective in promoting spontaneous trips, as envisioning potential future adventures makes travel feel more accessible and achievable.
Involving 665 U.S. travelers, Cai and her team conducted three experimental studies to examine how various advertising approaches influenced participants’ desires to visit certain destinations. The nostalgia-based ads encouraged people to reflect on past travels, while the forestalgia ads encouraged them to imagine future getaways. Across all three studies, participants showed a greater preference for destinations featured in forestalgia advertisements.
“We were surprised by the consistency of our findings,” Cai commented. “After thorough data analysis, it became clear that travelers responded very positively to future-focused messages. Forestalgia taps into a natural inclination to idealize what is yet to come.”
While nostalgia has long been a favored theme in destination marketing, the idea of forestalgia—coined in a 2023 product marketing study—remains relatively novel and less explored. The study’s results suggest that this future-focused approach, which inspires longing for an ideal future, could be a highly effective strategy in tourism marketing.
A significant benefit of forestalgia is its simplicity. Nostalgia can evoke mixed emotions; while recalling past experiences can bring joy, it may also cause pain. In contrast, forestalgia invites travelers to consider the exhilarating possibilities that the future holds.
“People tend to romanticize the future,” Cai explained. “It’s untainted by the complexities of memory, which can often blend happiness with sorrow.”
The research also looked into how the perceived time until the trip—referred to as temporal distance—impacted the effectiveness of the advertisements. The forestalgia ads were particularly successful for trips planned within the next year.
“When people think about an upcoming trip, they are more likely to engage in detailed planning,” Cai noted. “They picture making bookings, selecting places to stay, and organizing activities, which boosts both the trip’s feasibility and excitement.”
This research offers valuable insights for marketers in the tourism sector. Typically, tourism campaigns rely on nostalgia to forge emotional connections with potential travelers, but this study highlights the untapped potential of forestalgia. Marketers could develop campaigns that vividly depict future experiences, showcasing how a destination aligns with travelers’ aspirations and dreams. This strategy may be particularly persuasive for imminent trips.
“When looking to the future, people frequently idealize it,” Cai stated. “It’s about imagining the adventures and memories that are still to come. That sense of excitement and potential is something everyone can connect with, especially when dreaming of their next vacation.”
