“Colour does more than just photograph well. It rewires how we feel,” says Antoinette Turner, General Manager of Flight Centre South Africa. “It uplifts mood, increases energy, and even changes how we connect with others. And increasingly, we’re seeing colour influence the way people travel.”
Science agrees. Studies show that exposure to vibrant environments can increase dopamine and boost creativity. So, while past travel trends focused on luxury or landmarks, today’s emotionally-savvy traveller is seeking something else: joy. Pure, multi-sensory, colour-drenched joy.
And where better to find it than in the world’s brightest places – from Havana’s pastel streets and vintage cars to Burano’s paintbox canals, Sighișoara’s fairy-tale facades and Bo-Kaap’s iconic (and colourful) houses?
The science behind colour & mood
According to neuroscientists, the visual cortex processes colour through cone cells in our eyes, but emotional responses are triggered further inside: in the amygdala, hippocampus, and even the reward pathways of the mesolimbic system, which are the same biological areas activated by music, food, and love.
In short: colour makes us feel.
- Warm colours like red, orange, and yellow boost dopamine and endorphin activity, the body’s natural ‘feel-good’ chemicals associated with joy and sociability.
- Cool tones such as blue, green, and soft purples lower cortisol (the stress hormone) and are linked to focus and creative thinking.
- Diverse, stimulating colour palettes have been found to increase memory, mood, and even physical healing in healthcare settings.
One study from the University of Texas found that workers (especially women) in bland, grey or beige offices were more likely to feel depressed or anxious. Meanwhile, those in more vibrant workspaces reported higher motivation and better focus.
What does this mean for travellers? That architecture, landscapes, street art, and even city-wide colour schemes are as biologically uplifting as they are beautiful.
Chromatic travel – Mood by design
Some cities are built for efficiency. Others are built for legacy or luxury. But there’s a rare few that feel like they were built for joy. These are places where colour is a design philosophy, a cultural signature, and a reason people return again and again.
One study by creative studio Berlew ranked 125 of the world’s most visually vibrant destinations by analysing millions of on-street images, and there was one clear takeaway: the more chromatically diverse a destination, the more it inspires curiosity and connection.
Topping their list is Burano, Italy, where Venetian canals wind through rows of buildings drenched in canary yellow, mint green, coral pink, and sky blue. Legend has it that fishermen painted these homes in bold hues to spot them from the sea, but today, they serve an entirely different purpose: unfiltered, serotonin-spiking charm.
Close behind is Chefchaouen, Morocco’s “Blue Pearl,” where cobalt-washed walls reduce glare and heat… and now soothe the minds of travellers seeking reflection and rest.
The good news? South Africans don’t need to cross oceans to surround themselves with colour.
“Cape Town’s Bo-Kaap is a perfect example of how colour tells a deeper story,” says Turner. “Those technicolour terraces symbolise resilience and cultural pride, and they create exactly the kind of emotional lift travellers are craving right now. For many of our clients, it’s a reminder that vibrant escapes needn’t break the bank – they can be just a short flight or even a road trip away.”
Making the most of colourful, feel-good destinations
Flight Centre’s global survey revealed that 80% of South Africans admit they’ve been inspired to travel simply by a photo seen on social media.
That’s where expert travel advice makes all the difference.
“It’s easy to get swept away by a rainbow-hued photo on Instagram, but behind that image is often complex logistics: timing crowds, navigating peak season, or even ties to local religion or politics,” Turner explains. “Our job is helping travellers experience the magic of those places while avoiding the disappointments that don’t make it into the frame.”
Flight Centre is seeing a notable trend: colour-inspired travel ideas that begin on social media, but culminate in more considered, curated itineraries.
Tips for getting the most from a colourful destination:
- Time it right: Colour-drenched cities shine brightest in shoulder or off-peak seasons (only 25% of Saffers intend to travel during high season this year). Often, this is when the light is softer, crowds are smaller, and the pace slower.
- Go beyond the centre: Some of the most gorgeous streets aren’t on the main tourist drag; they’re around the corner, early in the morning, or best explored on foot.
- Pack your perspective: The real joy isn’t just in the Insta-worthy photograph. You’ll find it in the cultural stories behind the colours and the energy you take home with you.
Now is your chance to find your colour-soaked happy place.
Let Flight Centre’s Travel Experts help you plan a trip that goes far beyond the filter… and straight to the soul. Visit your nearest store or explore packages and destinations at www.flightcentre.co.za.