ADVERTISEMENTCooler destinations are starting to steal the holiday spotlight by offering refreshing escapes, nature-packed landscapes, and adventure-filled getaways.
The Mediterranean, known for its busy beaches and warm climate, is now grappling with record-breaking heatwaves and the consequent dangers of wildfires and health risks.
In response, travellers have started looking northwards to places with milder weather.
Why travellers are choosing cooler climates
The 'coolcations' trend has emerged as sunny holiday destinations in southern Europe contend with hotter, longer summers, making them less appealing for travellers seeking comfort.
During the summer of 2024, temperatures topped 40°C in Italy and more than 30°C in France, making the cooler climes of northern Europe an attractive alternative to beat the heat.
A recent European climate study also underscores how rising temperatures could further alter European travel habits.
Under the most extreme projection - a 4°C rise in global temperatures - some southern European countries could see a seven per cent drop in visitors by 2025 compared to 2019.
Visitors now desire destinations where they can explore natural landscapes and dive into outdoor activities.
Google searches highlight this growing trend, with Selling Travel reporting a 300 per cent increase in searches for ‘cooler holidays’.
As these shifts take hold, Nordic countries like Iceland, Denmark, and Sweden are tapping into the emerging 'coolcations' travel trend as they showcase their pristine lakes, dense forests, and abundant outdoor adventures as alternatives to sun-drenched beach vacations.
Sweden is leading the trend for Europeans seeking Coolcations
Sweden has long been celebrated for its pristine natural environment, but its year-round appeal is taking on new significance as summer visitors come to escape the sweltering heat.
“We’ve seen a huge amount of searches for coolcations”, says Susanne Andersson, Visit Sweden’s CEO.
“People who travel from southern Europe, such as Italy, have been telling us they’re seeking places like Sweden because home is too hot,” shares Steve Robertshaw, senior PR manager at Visit Sweden.
This shift isn’t just about changing holiday preferences: it’s also a lifestyle choice.
Robertshaw explains that travellers drawn to Sweden want to “be active and out in nature...which suits the Swedish climate.”
ADVERTISEMENT“Nature, islands, archipelagoes, close-to-nature accommodations...and outdoor activities are all proving popular,” he adds.
From the Stockholm Archipelago, with its idyllic islands and clear waters, to the dense forests and midnight sun of Swedish Lapland, Sweden offers a diversity of landscapes that appeal to 'coolcations' seekers.
How is Sweden capitalising on the coolcations trend?
“We noticed an interest in Swedish beaches, coastal areas, and our archipelagos,” says Robertshaw.
“We [also] did a target study for the German market,” she adds, “For the first time, we could see that people consider weather more seriously in their travel plans.”
ADVERTISEMENTBecause of this, Sweden adapted its travel campaigns to spotlight the country’s natural assets and temperate climate, including an article on 'coolcations' that quickly ranked number one on Google.
Initiatives like ‘Discover the Originals’ showcase authentic, nature-focused experiences unique to Sweden, where visitors can enjoy a deeper connection to the places they visit.
Sweden embodies its commitment to sustainable, outdoor-led tourism in the new Stockholm Archipelago Trail, a 270 km hiking route that connects over 20 islands. The trail is well-marked and has amenities such as benches, shelters, and fireplaces, making it really accessible if you’re looking to traverse Sweden's rugged landscapes and pristine nature.
Sweden’s success in attracting more visitors from regions such as the US and Germany, along with steady interest from neighbours like Norway and Denmark, highlights how coolcations are reshaping European summer travel.
ADVERTISEMENTAre coolcations here to stay?
As 'coolcations' gain popularity, the benefits are mutual:
Destinations that promote 'coolcations' boost demand for accommodation, restaurants, and regional tours which can be an economic boon for local businesses.
However, this also helps reduce the strain on traditional sun-and-sand locales during peak seasons by redistributing visitor traffic to less impacted regions.
The 'coolcation' trend is more than just a seasonal reaction to rising temperatures, though: it represents a rethinking of how and where people choose to travel.
ADVERTISEMENTFor Sweden and similar destinations, the challenge and opportunity lie in catering to this new demographic.
While warmer destinations will always draw visitors, cooler regions offer a compelling alternative, as Robertshaw reflects, “There are many driving forces in play … but we’ve seen the demand for Sweden’s natural beauty grow.”
For countries looking to position themselves as summer destinations without the sweltering temperatures, 'coolcations' might just be the future of travel.
The 'coolcations' travel trend is explored in more detail in Euronews Travel's Trend Report 2025.
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