Travel Trend Alert: The Rise of ‘Coolcations’ to Colder Countries
Climate change is reshaping travel preferences, with more travelers seeking out cooler destinations as global temperatures rise. While the concept of a “carbon passport” that limits air travel remains speculative, travelers are increasingly turning to countries with robust railway systems for train journeys instead of flights.
National parks known for their extreme temperatures, like California’s Joshua Tree, are advising visitors to avoid strenuous activities during heatwaves, highlighting the shifting focus toward cooler destinations.
Countries in Northern Europe, such as Poland, Belgium, and Finland, are experiencing a surge in interest as alternatives to traditionally popular summer spots like Spain and Greece. This trend, dubbed “coolcation,” refers to vacations specifically chosen for their cooler climates.
The term “coolcation” gained traction on Google Trends at the end of June, as travel influencers promoted the idea of escaping the heat by visiting cooler locales. Gabe Saglie, senior editor at Travelzoo, explained to the Huffington Post that a coolcation is a post-COVID travel trend where people seek cooler destinations during summer months.
Countries are capitalizing on this trend. Norway’s tourism board encourages travelers to “Coolcation in Norway,” promising a refreshing escape from intense summer heat. Similarly, Helsinki’s Hotel Kämp promotes its cooler climate as part of its appeal.
Data supports the growing popularity of coolcations. A poll by luxury travel company Virtuoso revealed that 82% of summer travelers are seeking cooler destinations. Bookings to Scandinavia have surged by 27%, with Sweden and Iceland seeing increases of 47% and 49%, respectively. Even Arctic expeditions are on the rise, with UK-based Iglu Cruise reporting a 235% increase in demand between 2022 and 2023.
As traditional European favorites see modest increases in bookings, the cooler climes of Scandinavia are emerging as the new hot spot for travelers seeking respite from the heat.
