A 'Coolcation' Travel Trend

Are we seeing the decline of holidays seeking out the sun?

With climate warming & seering temperatures here & in the rest of Western Europe, particularly the destinations, which have always been so popular with British holidaymakers, like France, Spain & Italy, there is a growing trend for demand in cooler destinations. Scotland has seen record numbers seeking refuge in its cooler climate

A "coolcation" is a travel trend where vacationers swap scorching southern beach resorts for milder, northern, or high-altitude destinations with comfortable temperatures averaging 15–21°C (60–70°F). Driven by record-breaking heatwaves and climate anxiety, travellers are increasingly favouring fresh air and outdoor activities over extreme heat.

Why Coolcations are Rising

• Climate Avoidance: Travellers actively dodge extreme heat risks, heat rashes, and wildfire disruptions common in the Mediterranean.

• Comfort and Sleep: Milder days and cooler nights allow for active daytime exploring and restful sleep without air conditioning.

• Overtourism Shift: Tourists seek quieter, less crowded escapes outside traditional mass-tourism traps

Top Trending Destinations

• Scandinavia: Cities like Gothenburg and Stockholm in Sweden, plus Oslo in Norway.

• The Nordics & Baltics: Iceland, Finland, and Greenland for fjords, glaciers, and crisp air.

• Alpine & High-Altitude Spots: Regions in Switzerland, Austria (like Innsbruck), and Slovenia offering mountain lakes and breezes

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