Leban, MErrmann, ASeo, YVoyer, BG2024-03-262024-03-262024-10-01Tourism Management, ISSN: 0261-5177 (Print); 0261-5177 (Online), Elsevier BV, 104, 104929-104929. doi: 10.1016/j.tourman.2024.1049290261-51770261-5177http://hdl.handle.net/10292/17381This research explores the evolving landscape of luxury travel beyond traditional markers such as quality, exclusivity, and cost. As the luxury travel market is projected to reach USD$2.7 billion by 2032, emerging forms such as community-based, idle, and sustainable luxury challenge conventional norms. This study delves into the evolving landscape of luxury travel through the lens of mindfulness, with the Faroe Islands serving as a captivating case study. The intersection of exclusivity and environmental consciousness in this remote destination introduces the concept of 'mindful luxury.' Analyzing the experiences of 16 tourists, we uncover a profound transformation in luxury travel, blending uniqueness with curiosity, awareness, and contemplation. This mindful approach redefines luxury experiences as not just indulgent but as profoundly transformational, paving the way for sustainable practices in the future.© 2024 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by nc/4.0/).http://creativecommons.org/licenses/by-nc/4.0/3508 Tourism35 Commerce, Management, Tourism and Services3504 Commercial Services3506 Marketing1504 Commercial Services1505 Marketing1506 TourismSport, Leisure & Tourism3504 Commercial services3508 TourismJournal ArticleOpenAccess10.1016/j.tourman.2024.104929