Lisbon, Bali, Bansko, and Chiang Mai are places you’ve likely heard of as a digital nomad and may have an opinion of as polarizing hot spots in terms of desire to visit. What is a digital nomad haven for one becomes a place to avoid for another. After all, no place is the perfect one for everyone.
Individual preferences matter. So do things like weather, visa policies, and basic infrastructure. But perhaps the most important factor is whether someone feels like they belong when they arrive. These variables may explain why so many nomad-centric destinations now center their offerings around one promising word: community.
As the number of self-proclaimed digital nomads has risen by as much as 147% since 2019 (MBO Partners, 2024), destinations worldwide have embraced “community” to attract this growing audience. The issue is that without a shared understanding of these buzzwords, shared expectations impacting future policies, product and service development, marketing strategies, and experience design will vary as well.
Defining Community
Based on observations across 30+ nomad destinations over the past 10 years, I’ve noticed that without shared vocabulary, expectations around a community offering can differ dramatically.
Some digital nomads may define community as building deep shared bonds and friendships; others may see it as bonding socially over activities; and some may be looking for a group to answer logistical questions on how to land in a place or for professional networking.Throughout my initial research, including a preliminary survey of 68 respondents and a dozen user interviews, there are two key spectrums that help define types of communities that exist.
Autonomous vs. Community Living
Think of this as the “privacy” spectrum when evaluating accommodation options and available gathering places. On one end of the spectrum are locations that provide opportunities to connect without a singular shared living space. This type of community may thrive in cities or areas that are already popular with digital nomads, as it meets needs such as coworking spaces, accommodation options, and opportunities for other nomads to connect. An example of this is the Digital Nomad Village in Madeira, which offers a free coworking space and is supported by a Slack community of over 7,000 members as of September 2025.
On the other end of the spectrum, there are those seeking shared living communities, where accommodations come with communal kitchens, living areas, and workspaces, alongside a mix of private and shared sleeping spaces. Models such as digital nomad colivings, pop-up colivings, and retreats can run year-round as standalone businesses or utilizing retreat spaces, boutique hotels, etc. to capture a longer-stay audience during shoulder seasons or for off-season travel. This model is especially interesting for promoting rural areas or other locations outside of the normal top-visited destinations; examples include Chateau Coliving, Alpiness Coliving, and programs such as Noma Collective.
Community Depth vs. Width
Another factor impacting the type of community to build for and promote is the width vs. depth perspective. This spectrum defines how many people you consider to be part of your active community on-site. In wide communities, connection is facilitated largely through events and communication tools, such as Facebook groups and WhatsApp or Slack communities.
In deep communities, there is a sense of shared responsibility implicitly expressed in rituals such as family or house meetings, shared meals, and other touchpoints in daily life. With a smaller group, there is an opportunity to connect in small moments, which has the potential for deeper connections. These types of communities are most successful in coliving spaces or theme-based gatherings.
Community Levers
The type of shared space available, influenced by geographical offerings and the size of the desired community, may alter how a place creates and promotes community, events, and gatherings. The first step in building a community to attract digital nomads, regardless of whether the location is a city or country or operated by a single entity, is to understand the existing ecosystem and promote realistic offerings. Audit existing infrastructure against these community spectrums, and consider investing to build a community that fits with your offering and potential consumer preferences.
Attracting digital nomads is not a one-size-fits-all approach. Whether you are a country hoping to attract nomads with a new visa scheme or a coworking business looking to bring in more clients, it is important to be aware and transparent about what you have to offer (a peaceful environment, access to nature, community events) and what your limitations are (lack of public transport, higher cost of living).
This transparency is how you attract the right nomads for your unique destination: ones who will thrive there, contribute positively, and become your voice in the nomad community.