Beating the heat is becoming an ever-growing trend. While summer holiday destinations used to be chosen because of their warmth and sunshine, colder destinations are now more popular. Read more about coolcation, the holiday trend this year – and for years to come!

With climate leading to heatwaves even in moderate and cool climates, holiday-goers are seeking respite in colder countries. Rather than chasing the sun in the south of Europe, many travellers are now in search of a “coolcation” to relax and breathe a bit better in summer. Nordic destinations are gaining popularity for summer holidays due to their moderate temperatures and tranquil environments. Travellers want to escape the rising temperatures and enjoy refreshing views. Families with kids are particularly interested in coolcations.

Increased demand for coolcation destinations

Italy and Spain are popular holiday destinations for Europeans, but also for international tourists. But this year, the trend is changing. The cooler Nordic countries like Denmark, Sweden, Norway, Finland and Estonia are catching people’s attention, both for their natural beauty and for their cool and pleasant weather. They have started to actively promote “coolcations” to attract tourists. Alaska, the Arctic, the Alps and the United Kingdom are other summer holiday destinations with a cooler climate that are gaining popularity.

For example, according to the Hindustan times, a quaint city in northern Finland, has recorded almost a 30 percent jump in overnight stays. Many other Nordic cities have reported similar surges in hotel and AirBnB demands this summer. Baltic countries such as Estonia, Latvia, and Lithuania with their cool breezes from the Baltic Sea are also in demand.

While warm locations like Italy, France, Spain, Dubai, or Japan remain top vacation destinations, Google searches for “cooler holidays” have increased by around 300 percent over the last year. The summer heatwaves in 2023 were surely to blame, with temperatures hitting the high 40s in parts of the Mediterranean.

The trip company Iglu Cruise has revealed data that show how coolcation destinations are increasing in demand between 2022 and 2023:

• Arctic + 235%
• Canada +4%
• British Isles + 33.3%
• Antarctic+ 32.4%
• Fjords & Norway+ 23.2%
• Alaska + 22%

Temperatures around 20 degrees

Taking a vacation in a cooler location is enticing for people looking for more comfort during their travels. Those that struggle with the sweltering heat will find moderate temperatures much more comfortable. They also have the benefit of novelty, since destinations like Alaska, Iceland, or Norway are often less known. Typically, they receive less visitors than for example the Mediterranean, making for a calm environment. In addition, they provide longer sunlight hours in the summer, while in winter, they offer the opportunity to experience snow and ice, which in many other countries is not the norm anymore. Experiences like hiking in the wilderness, dog-sledding or whale watching, as well as trying to see the Northern Lights, are added benefits.

Coolcations to countries like Sweden or Norway also offer a new type of natural beauty that travellers more accustomed to beaches may not be familiar with. Snow-covered mountains, glaciers, lush greenlands, vast lakes, and fjords make the Nordic countries very attractive. Plus, they have new cities to discover, making a city break much more attractive in summer. While holiday-goers in the Mediterranean will struggle to cool down even with ice cream, iced drinks and cool swimming pools, balmy weather around 20 degrees makes exploring cities like Copenhagen or Helsinki very pleasant even in summer.

A consequence of climate change

For tourists, going down the path less travelled can be gratifying in terms of the welcome they receive. While in Barcelona, there are often incidents of the locals literally fighting the tourists, less popular destinations will happily welcome visitors. They are also learning their lessons from over-visited cities and places, advertising responsible tourism, slow travel, and sustainable transport.

At the same time, many Nordic cities are already among the most environmentally friendly in the world. Copenhagen’s cycling culture, Oslo’s zero-carbon construction sites and Helsinki’s circular economy are nothing short of inspiring and will hopefully imbue travellers with a sense of how cities can fend off climate change.

Even though travelling based on temperature preferences is not necessarily a new phenomenon, the climate crisis is leading to more urgency and shifting travel patterns. Now, “coolcation” is even an official entry in the Cambridge Dictionary, which makes climate change even more tangible.

Read more about Nordic urban spaces and architecture.