Is The Future Of Travel Cold As Coolaction Trends Takes Over?

As relentless heatwaves blister southern Europe, a growing trend is emerging among travelers: seeking out cooler destinations. This shift is being embraced by tourism boards in northern Europe, who are championing the concept of "coolcations"—vacations to places with milder temperatures.

Sweden tourism body banks on this new travel trend

Visit Sweden is at the forefront of this movement, highlighting a shift away from the sun-soaked getaways of the past. “We’re seeing a notable trend towards cooler climates as travelers look to escape extreme heat,” the organization notes on its website. This evolution in travel preferences is driven by the challenges of enjoying traditional sun-drenched holidays amidst record-breaking temperatures.

Similarly, Visit Norway is promoting northern escapes as a remedy to the sweltering conditions gripping southern Europe. Their campaign encourages tourists to "head North for a refreshing summer vacation" amidst increasingly severe heatwaves across the Mediterranean.

What does the EU commission report find?

The urgency for this shift is underscored by recent data. Spain and Italy experienced their hottest years on record in 2022 and 2023, while Greece has been plagued by intense heat and devastating wildfires. The EU Commission’s study projects a significant shift in tourism patterns due to climate change. The report anticipates that destinations in southern Europe will see a decline in tourism, while northern regions like Denmark, Finland, and Sweden will benefit from increased visitor numbers.

Additionally, a survey by the European Travel Commission reveals that 74 per cent of tourists are adjusting their travel plans to avoid extreme temperatures. This preference for cooler climates signals a significant change in the tourism landscape, aligning with a broader adaptation to climate realities and a growing demand for more temperate travel experiences.