Cool Destinations on the Rise
As the summer heat intensifies in traditional holiday spots, cooler destinations are increasingly capturing the attention of travelers. These refreshing getaways not only offer milder climates but also promise an abundance of natural beauty and adventurous activities. The Mediterranean, once a favorite for sun-seekers, is currently grappling with severe heatwaves and the associated risks of wildfires and health hazards. In light of this, more and more travelers are looking northward to regions with more temperate weather.
Why Travelers Are Opting for Cooler Climates
The trend of ‘coolcations’ has emerged as travelers seek solace in cooler climates while southern Europe experiences scorching summers. In the summer of 2024, temperatures soared to over 40°C in Italy and exceeded 30°C in France, prompting many to consider the cooler regions of northern Europe for their vacation plans. A recent climate study in Europe has revealed that, under the most severe scenarios—a projected 4°C rise in global temperatures—southern European countries could experience a seven percent decline in visitors by 2025 compared to 2019.
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Today’s travelers are increasingly gravitating toward destinations that offer opportunities to explore stunning natural landscapes and engage in outdoor activities. Reports indicate a remarkable 300 percent increase in Google searches for ‘cooler holidays’. In response to this shift, Nordic countries such as Iceland, Denmark, and Sweden are capitalizing on the ‘coolcations’ trend by promoting their pristine lakes, lush forests, and abundance of outdoor adventures as appealing alternatives to sun-soaked beach vacations.
Sweden at the Forefront of the Coolcation Movement
Renowned for its breathtaking natural scenery, Sweden is now emerging as a top choice for travelers looking to escape the oppressive heat of southern Europe. “We’ve seen a huge spike in searches for coolcations,” shares Susanne Andersson, CEO of Visit Sweden. According to Steve Robertshaw, senior PR manager at Visit Sweden, many visitors from warmer regions, particularly Italy, are actively seeking refuge in Sweden due to unbearable temperatures at home.
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This trend reflects a broader lifestyle shift among travelers. Robertshaw notes that those drawn to Sweden are eager to “be active and connect with nature… which aligns perfectly with the Swedish climate.” Popular activities include exploring the Stockholm Archipelago, with its idyllic islands and crystal-clear waters, and immersing in the dense forests and midnight sun of Swedish Lapland, which offers a diverse array of landscapes for ‘coolcation’ seekers.
In addition, “We’ve noticed a growing interest in Swedish beaches, coastal areas, and our archipelagos,” explains Robertshaw. “For the first time, we conducted a targeted study for the German market, revealing that weather considerations are increasingly influencing travel plans.” This insight has prompted Sweden to adjust its travel campaigns to highlight the country’s natural beauty and temperate climate, including a highly successful article on ‘coolcations’ that quickly became a top-ranking search result on Google.
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Initiatives like ‘Discover the Originals’ promote authentic, nature-focused experiences unique to Sweden, allowing visitors to forge a deeper connection with the places they explore. Sweden is also committed to sustainable, outdoor-led tourism, exemplified by the new Stockholm Archipelago Trail—a 270 km hiking route connecting over 20 islands. This well-marked trail features amenities such as benches, shelters, and fireplaces, making it accessible for those eager to traverse Sweden’s rugged landscapes and pristine nature.
Are Coolcations Here to Stay?
As ‘coolcations’ gain momentum, the benefits are reciprocal: destinations promoting ‘coolcations’ see an increase in demand for accommodations, dining, and local tours, providing a significant economic boost for regional businesses. This trend also alleviates pressure on traditional sun-and-sand locales during peak seasons by redistributing visitor traffic to less impacted areas.
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The ‘coolcation’ trend signifies more than just a seasonal reaction to rising temperatures; it represents a reimagining of travel preferences and choices. For Sweden and similar destinations, the challenge lies in effectively catering to this evolving demographic. While warmer locales will continue to attract visitors, cooler regions present a compelling alternative. As Robertshaw reflects, “Numerous forces are at play… but we’ve certainly observed a growing demand for Sweden’s natural charm.” For nations aspiring to redefine themselves as summer destinations without the sweltering heat, ‘coolcations’ may well be the future of travel.
The ‘coolcations’ travel trend is explored in more detail in Euronews Travel’s Trend Report 2025.
