The Growth of Luxury Travel for Peace and Relaxation
Sunlight danced on the freshly fallen snow as we hiked single file, our crampons firmly attached to our boots, ascending Sólheimajökull, Iceland’s southernmost glacier. Known for its astonishing thickness of 650 feet and sprawling across 17 square miles, this glacier presents a formidable presence. Towering black peaks arose like ancient sentinels from the jagged, icy landscape—an echo of the violent geological history shaped by the legendary Katla volcano that lies dormant beneath the surface.
A 90-minute trek brought us to an ice ridge that stood twice our height, where we paused to indulge in a whiskey toast while marveling at the pristine, cloudless azure sky. Moments later, a veil of white descended as a snowfall began, enveloping us in an intense silence that felt otherworldly—a stillness I had sought in coming to Iceland with Tom Marchant, cofounder of luxury travel operator Black Tomato.
The Search for Silence
“It’s a Narnia-like landscape,” Marchant remarked, encapsulating the sensory experience of this unique environment where the silence was so piercing that it felt almost disorienting. This juxtaposition of tranquility against the backdrop of Iceland’s dynamic landscapes captivated us as we reached the glacier’s edge, where small icebergs floated serenely in the lagoon birthed from melting ice. The surrounding ice walls, etched with layers of volcanic ash, stood as a stark reminder of nature’s relentless power, sculpting this land known as the “land of fire and ice” for millennia.
While complete soundlessness isn’t typically promoted as a travel amenity, an increasing number of travelers are seeking retreats that offer a respite from the cacophony of modern life. Over the past year, Black Tomato has reported a significant rise in demand for destinations that feature natural, uninterrupted silence. Notably, around 80% of their clientele hails from the U.S., indicating a regional trend towards valuing auditory serenity during travel.
A Journey into Tranquility
The day prior, we had ventured east from Reykjavík, navigating rugged terrains through an active volcanic system cloaked in vibrant green lichen. Our Ford Bronco splashed through knee-deep streams as we stopped beside the Hengladalsá River for a pop-up picnic. The soft crackling of our fire coupled with the gentle murmur of the river was a stark contrast to the usual urban noise, creating a perfect setting for a reflective interlude. Our guide, Jón Gísli Hardarson, served us mozzarella and pesto panini along with glasses of rosé, allowing us to bask in the serenity of our surroundings.
Marchant, who co-founded Black Tomato in 2005 after his tenure at Ernst & Young, welcomed Fortune on this journey to showcase the ethereal pleasures brought about by silence—an experience far removed from the rigidity of nonverbal retreats. Social interaction remains a crucial part of this travel experience, focusing on stepping away from technological distractions to foster individual contemplation. “It’s like being dropped on another planet,” he explained. “People are searching for a moment to freeze time, and few places offer this opportunity better than Iceland.”
Luxurious Accommodations in Nature
Later that evening, we arrived at the Torfhús Retreat, which offers nightly rates starting at $930. Nestled within the rural expanse of the Golden Circle—an iconic travel route in Iceland that features geysers, waterfalls, and dramatic landscapes—this ecoluxury retreat is modeled after traditional Viking farms and is powered entirely by geothermal and hydroelectric energy. Each of its 27 “turf houses,” constructed from locally sourced stones and reclaimed wood, boasts living turf roofs that blend seamlessly into the landscape. Each room features hand-crafted furniture and access to a basalt stone hot pool that accentuated the experience of solitude under a breathtaking sky.
After enjoying a dinner of sautéed scallops, garnished with edible flowers, followed by a main course of arctic char paired with lingonberries and kale, I luxuriated in the hot pool while stargazing. To my amazement, the fabled northern lights appeared in the night sky, casting luminous curtains of green that seemed to breathe life into the star-studded expanse above.
The Folklore of Silence
Iceland’s prevailing silence carries with it a rich tapestry of folklore and whimsy. As we traveled, Jón shared tales of the huldufólk or “hidden people”—mystical beings believed to inhabit the land in harmony with its extraordinary landscapes. Such legends are deeply ingrained in the Icelandic ethos; roads are often rerouted to preserve the natural habitats of these ethereal entities, and if disruption occurs during construction activities, ‘seers’ are sometimes called upon to mediate with the elves to prevent misfortune.
Our snowmobiling adventure atop the Langjökull glacier was met with blizzard conditions—a surreal, whiteout scenario that swallowed sound. It was a reminder of how quickly nature can encompass us in silence, akin to the whisper of ancient tales wrapped in the icy wind.
Final Destinations of Serenity
Two days later, we journeyed along the Reykjanes Peninsula’s southern coast, flanked by sprawling lava fields, arriving at the Retreat at Blue Lagoon, one of the world’s most exclusive resorts. With rates beginning at $1,800 per night, the resort sits next to a geothermal lagoon filled with nearly 1.6 million gallons of mineral-rich seawater renowned for its restorative properties, made famous in the 1980s when locals discovered its health benefits.
The lagoon, initially a byproduct of the Svartsengi Geothermal Power Plant, became a site of interest due to its therapeutic qualities. With the establishment of Blue Lagoon Limited in 1992, research confirmed the healing properties of the water, contributing to the resort’s international acclaim. The five-star retreat, which opened in 2018, features elaborate architecture reminiscent of a futuristic lair complete with 60 opulent suites, an expansive underground spa, and a Michelin-starred dining experience.
As I sank into the warm milky blue waters, snow fell heavily while nature staged a dramatic show, choreography of sun-soaked rainbows bursting forth as the storm clouds ebbed. The ambiance—characterized by howling winds and soft water lapping at the shores—crafted a tranquil symphony that beckoned both the physical and the mystical.
Other Notable Silent Retreats Globally
For those yearning for a similar auditory escape, there are several renowned destinations known for their silence:
- Bolivian Salt Flats: Covering over 4,050 square miles, the Salar de Uyuni is recognized as the world’s largest salt flat and is positioned at 12,000 feet above sea level, creating one of the most silent environments globally.
- Haleakala National Park, Hawaii: Regarded as the “quietest place on earth,” this park’s remarkable silence is attributed to the height of Haleakala’s crater, where sound waves dissipate effectively.
- Lake Tekapo, New Zealand: Nestled within the Aoraki Mackenzie International Dark Sky Reserve, this stunning lake offers tranquility without the distraction of light pollution, making it a stargazer’s paradise.
- Skeleton Coast, Namibia: This desolate region along the Atlantic coast is known for its haunting silence, home to sparse wildlife, offering solitude amidst stunning landscapes.
- Slovenian Alps: The majestic range, characterized by low tourist traffic, encompasses Triglav National Park, which features 135 designated quiet zones across nearly 25,000 acres.
Ultimately, in a world continually filled with noise, the pursuit of peace and silence is turning into a valued luxury, prompting travel enthusiasts to seek destinations that rejuvenate both the mind and spirit.
This article appears in the June/July 2025 issue of Fortune with the headline: “A Silence Broken Only by the Whisper of Elves.”
About the Author: Alexandra Kirkman
Source: fortune