Travel: Cooling Down and Heading North: The Rise of "Coolcations" as Southern Europe Heats Up

Why it is the topic trending:

• Climate Change Impact on Travel: The trend is a direct response to increasingly severe heatwaves in traditional summer destinations in southern Europe.

• Data-Driven Trend: The article presents concrete data from airlines and travel commissions to prove the reality and growing momentum of "coolcations."

• Shift in Destination Preference: Travelers are actively moving away from Mediterranean resorts towards cooler climates, particularly Scandinavia.

• Norway as a Prime Example: The article focuses on Norway as a key beneficiary of this trend, highlighting the surge in bookings from southern Europe.

• Increased Bookings to Norway: Scandinavian Airlines (SAS) reports significant increases in bookings to Norway from France, Spain, and Italy.

• European-Wide Trend: The European Travel Commission (ETC) also confirms that a substantial percentage of European travelers are actively seeking cooler destinations.

• Motivation Beyond Temperature: While cooler temperatures are a primary driver, the appeal of Norway also includes glacier hikes, mountain cabins, and quieter fjords.

• Sustainability Aspect: Norway's growing number of sustainable tourism options aligns with the preferences of climate-conscious travelers.

• Challenges of Overtourism: The article also touches on the potential negative impacts of this trend, such as increased pressure on nature and the introduction of tourism taxes.

• Long-Term Trend: Experts predict that the "coolcation" trend will continue as climate becomes a primary factor in destination choice.

Overview:

The article discusses the rising popularity of "coolcations," vacations to cooler climates as an alternative to traditional sun-soaked summer breaks, particularly in response to increasing heatwaves in southern Europe. Data from Scandinavian Airlines (SAS) shows a dramatic surge in flight bookings from countries like France, Spain, and Italy to Norway for the summer of 2025. This trend is further supported by a report from the European Travel Commission (ETC), which indicates that a significant percentage of European travelers are actively seeking cooler destinations to avoid extreme heat. Norway's appeal extends beyond just temperature, encompassing its natural beauty and sustainable tourism options. While this trend is beneficial for cooler destinations, the article also touches on the challenges of potential overtourism and the need for sustainable management. Experts anticipate that "coolcations" will continue to gain momentum as climate change increasingly influences travel choices.

Detailed Findings:

• Surge in Bookings to Norway: SAS reports a 22% increase in flight bookings from France to Norway compared to last year.

• Significant Increase in Arrivals: Stavanger, Norway, has seen a 38% increase in arrivals from Spain, Italy, and France.

• Broader Shift: Kristiansand, Norway, is experiencing a 52% jump in arrivals, indicating a wider trend.

• Cool Climate as a Key Reason: SAS chief analyst Thomas Thessen states that Scandinavia's cool climate has become a primary reason to book a trip.

• ETC Report Findings: 28% of European travelers actively seek cooler-climate destinations.

• Impact of Previous Heatwaves: Travelers from Spain, Italy, and Greece (heavily affected by heatwaves) show a pronounced shift.

• Search Interest Growth: Search interest in "coolcation" related terms has grown 300% year-on-year.

• Increased Bookings to Cool Destinations: Global travel network Virtuoso reported a 44% increase in bookings to Norway, Iceland, and Canada.

• Appeal of Norway: Includes glacier hikes, mountain cabins, and quiet fjords, contrasting with southern European offerings.

• Airline Response: Norwegian Air is adding new routes to Tromsø, and smaller cities are seeing increased arrivals.

• Tourism Tax in Norway: A 3% tourism tax is being introduced in Norway due to rising complaints of mass tourism.

• Pressure on Nature: Popular hiking trails and fjord villages in Norway face challenges due to increased visitor numbers.

• Increased Arrivals in Tromsø: The influx of flights to Tromsø led to a 15% increase in tourist arrivals between 2023 and 2024.

Key success factors of product (trend):

• Direct Response to Climate Change: Offers a tangible solution to the discomfort of extreme heat.

• Appeal of Cooler Temperatures: Provides a more pleasant environment for summer activities.

• Opportunity for Different Types of Activities: Enables activities not typically associated with hot summer destinations.

• Perceived Escape from Overcrowding: Offers a potentially quieter and less congested vacation experience compared to traditional Mediterranean resorts.

• Growing Awareness and Media Coverage: The term "coolcation" is gaining traction in mainstream travel media.

Key Takeaway:

The "coolcation" trend, driven by increasingly severe heatwaves in southern Europe, is leading more travelers to seek out cooler destinations like Norway, as evidenced by significant increases in flight and booking data.

Main trend:

The main trend is the Climate-Driven Shift in Summer Travel Destinations, where travelers are increasingly choosing cooler locations to escape extreme heat, leading to a rise in popularity for destinations in northern Europe and other temperate regions.

Description of the trend:

Escaping the Heat: The Climate-Conscious Traveler: This trend describes a growing pattern in summer travel where individuals and families are making their vacation choices based on a desire to avoid excessively hot weather. This is leading to a surge in demand for destinations known for their milder summer climates, such as those in Scandinavia, the Nordic countries, and other northerly latitudes. This shift is a direct consequence of rising global temperatures and more frequent and intense heatwaves in traditionally popular summer spots, indicating a growing awareness and proactive response from travelers to the impacts of climate change on their vacation experiences.

What is consumer motivation:

• Avoiding Extreme Heat: The primary driver is the desire for a more comfortable and safer travel experience during summer.

• Seeking Pleasant Weather for Activities: Cooler temperatures are more conducive to outdoor activities like hiking and exploring.

• Preference for Less Crowded Destinations: Some travelers may be seeking alternatives to the often overcrowded traditional summer resorts.

• Trying New and Different Destinations: The trend encourages exploration beyond the usual summer hotspots.

• Climate Change Awareness: For some, choosing a "coolcation" might be a conscious decision related to climate change concerns.

What is driving trend:

• Increasing Global Temperatures: More frequent and intense heatwaves in southern Europe and other regions.

• Media Coverage of Extreme Weather: Increased awareness of the risks and discomfort associated with extreme heat during travel.

• Travel Influencer Trends: Promotion of "coolcation" destinations on social media and travel blogs.

• Adaptation of Travel Industry: Airlines and tour operators are responding by adding routes and packages to cooler destinations.

What is motivation beyond the trend:

• Desire for Unique Travel Experiences: Cooler destinations often offer landscapes and activities that are different from typical beach vacations.

• Seeking Tranquility and Nature: Many cooler destinations are known for their natural beauty and offer opportunities for quiet escapes.

Description of consumers article is referring to:

Based on the article, the consumers driving the "coolcation" trend can be characterized as follows:

• European Travelers: The data focuses primarily on Europeans shifting from southern to northern destinations.

• Travelers Seeking to Avoid Heat: Their primary motivation is to escape increasingly intense summer heatwaves.

• Potentially Families and Individuals: The article doesn't specify, but the general appeal of summer travel and the impact of heatwaves likely affects various demographics.

• Those Previously Visiting Traditional Mediterranean Resorts: They are now considering or switching to destinations like Norway.

• Climate-Conscious Travelers: The appeal of sustainable tourism options in Norway is mentioned.

• Possibly Affected by 2023 and 2024 Heatwaves: Travelers from Spain, Italy, and Greece show a particularly strong shift.

• What is their age? Likely a broad range of ages who typically travel during the summer.

• What is their gender? Not specified in the article.

• What is their income? Likely a range, as both traditional and "coolcation" destinations can cater to various budgets.

• What is their lifestyle: Individuals and families who value leisure travel and are responsive to weather conditions and climate concerns when planning their holidays.

• What are their shopping preferences in the category article is referring to? They are likely looking for flights and accommodations in cooler destinations like Norway and may be interested in activities such as glacier hikes and mountain cabin stays.

• Are they low, occasional or frequent category shoppers? Likely those who typically take at least one summer vacation per year.

• What are their general shopping preferences-how they shop products, shopping motivations? Might be influenced by weather forecasts, travel advisories, and recommendations from travel agencies and influencers.

• What kind of products they like: Flights, accommodations, outdoor gear suitable for cooler climates, and potentially travel insurance.

Conclusion: The "coolcation" trend is driven by travelers, particularly in Europe, seeking to escape increasingly severe summer heat by opting for cooler destinations like Norway, indicating a significant shift in summer travel preferences due to climate change.

Conclusions:

The data presented in the article strongly supports the emergence and growth of the "coolcation" trend, driven by European travelers seeking respite from the increasingly intense summer heat in traditional southern destinations. Norway is presented as a prime beneficiary, offering a compelling alternative with its cooler climate and diverse natural attractions. This trend highlights the growing influence of climate change on travel decisions and suggests a potential long-term shift in how people plan their summer holidays, with cooler destinations likely to see continued growth in popularity.

Implications for brands:

• Opportunity for Tourism in Cooler Regions: Destinations with milder summers can actively market themselves as "coolcation" spots.

• Airlines and Tour Operators Can Adjust Offerings: Adding more routes and packages to cooler destinations to meet the increasing demand.

• Potential Need for Sustainable Tourism Management: Destinations experiencing a surge in visitors must address the challenges of overtourism.

Implication for society:

• Shifting Travel Patterns: Climate change is directly influencing how and where people choose to vacation.

• Potential Economic Impact on Southern Europe: Traditional summer hotspots might see a decrease in tourism during peak heat periods.

Implications for consumers:

• More Diverse Summer Travel Options: Travelers will have a wider range of destinations to consider for their summer holidays.

• Possibility of Different Travel Experiences: "Coolcations" offer alternatives to typical beach vacations.

Implication for Future:

• Continued Growth of "Coolcations": As climate change impacts worsen, this trend is likely to become more pronounced.

• Potential for New Destinations to Emerge: Other regions with milder summers may also see an increase in tourist interest.

Consumer Trend:

Climate-Responsive Travel: Consumers are increasingly making travel decisions based on climate considerations, actively seeking destinations with weather conditions that align with their preferences and comfort levels, particularly in response to climate change impacts.

Consumer Sub Trend:

Northern Migration for Summer Travel: A specific pattern of travelers from southern Europe shifting towards northern destinations during the summer months to escape extreme heat.

Big Social Trend:

Increased Awareness of Climate Change Impacts: Growing public understanding of the effects of climate change is influencing various aspects of consumer behavior, including travel.

Worldwide Social Trend:

Regional Variations in Climate Impact on Travel: Different parts of the world are experiencing the effects of climate change in varying ways, leading to diverse shifts in travel patterns.

Social Drive:

Seeking Comfort, Safety, and Enjoyment During Travel: Travelers prioritize destinations that offer a pleasant and safe environment for their vacations.

Learnings for brands to use in 2025:

• Monitor Climate Change Impacts on Travel Preferences: Stay informed about how changing weather patterns are influencing destination choices.

• Highlight the Climate Advantages of Cooler Destinations: Market the comfortable temperatures and pleasant conditions offered by your region during the summer.

• Address Sustainability Concerns Related to Increased Tourism: Implement and promote responsible tourism practices.

Strategy Recommendations for brands to follow in 2025:

• Develop Targeted Marketing Campaigns for "Coolcations": Specifically appeal to travelers seeking to escape the heat.

• Promote Shoulder Season Travel: Encourage visits during periods that might be traditionally overlooked but offer pleasant climates.

• Invest in Infrastructure to Support Increased Tourism: Ensure that your destination can handle a potential influx of visitors sustainably.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

The prominent consumer trend of climate-responsive travel, exemplified by the surge in "coolcations" towards northern Europe, necessitates that travel brands and destinations in 2025 actively market cooler climates as attractive alternatives to heat-stricken regions, while also strategically managing potential increases in tourism and prioritizing sustainability.

Final Note:

• Core Trend: Climate-Responsive Travel: Making travel decisions based on climate conditions.

• Core Strategy: Market Cooler Destinations as Alternatives to Heat: Highlight the comfortable temperatures and pleasant conditions.

• Core Industry Trend: Influence of Climate Change on Tourism: Changing weather patterns are significantly impacting travel preferences.

• Core Consumer Motivation: Seeking Comfort and Safety During Travel by Avoiding Extreme Heat.

Final Conclusion:

The "coolcation" trend is a clear indication of how climate change is already reshaping the travel industry. As heatwaves become more severe and widespread, destinations offering cooler climates are likely to see continued growth in popularity. For these regions to capitalize on this trend sustainably, proactive planning and management will be essential to balance the economic benefits of increased tourism with the need to protect their natural environments.

Core Trend Detailed:

The core trend of Climate-Responsive Travel signifies a growing awareness and reaction among travelers to the impacts of climate change on their vacation experiences. This trend involves making deliberate destination choices based on a desire to avoid adverse weather conditions, particularly extreme heat, which is becoming more prevalent and intense in many traditionally popular travel regions. Travelers are increasingly considering climate forecasts and historical weather patterns when planning their trips, opting for locations that offer more comfortable and safer environments during peak seasons. This proactive approach reflects a shift from simply choosing destinations based on traditional factors like cost, attractions, or cultural significance, to also prioritizing weather and climate as key determinants of a positive travel experience.

Key Characteristics of the Core trend:

• Avoidance of Extreme Heat: Travelers actively seek destinations with milder temperatures during their preferred travel times.

• Consideration of Weather Patterns: Climate data and seasonal forecasts play a more significant role in travel planning.

• Seeking Comfortable Conditions for Activities: Preference for weather that is conducive to planned outdoor pursuits.

• Potential Shift in Seasonal Travel Patterns: Traditional peak seasons in some regions might see a decline in favor of more climate-friendly times of year or destinations.

Market and Cultural Signals Supporting the Trend:

• Increased Media Coverage of Climate Change Impacts: News reports highlighting heatwaves and extreme weather events.

• Travel Advisories and Warnings Related to Heat: Official guidance that may influence traveler decisions.

• Anecdotal Evidence of Travelers Seeking Cooler Escapes: Social media and travel forums reflecting discussions about avoiding heat.

How the Trend Is Changing Consumer Behavior:

• Choosing Destinations Specifically for Their Cooler Climate: Actively selecting regions known for milder summers.

• Adjusting Travel Dates to Avoid Peak Heat: Opting for travel during shoulder seasons or different times of the year.

• Increased Interest in Destinations in Higher Latitudes or Altitudes: Considering locations that naturally offer cooler temperatures.

Implications Across the Ecosystem:

• For Travel Destinations: Those with cooler climates may see an increase in tourism.

• For Airlines and Hotels: Need to adapt to shifting demand for different routes and locations.

• For Travelers: Wider range of destinations to consider for summer vacations.

Strategic Forecast:

• Climate-responsive travel is expected to become a more significant factor in the future as the impacts of climate change become more pronounced.

• Destinations that can offer a comfortable and safe climate during traditional travel periods may see a competitive advantage.

Areas of innovation:

• Dynamic Climate-Based Destination Recommendations: Developing AI-powered travel platforms that provide real-time and predictive climate data to suggest destinations based on travelers' preferred temperature ranges and weather conditions for their travel dates.

  • Detail: These platforms could integrate historical climate data with current forecasts to offer dynamic recommendations, alerting users to unexpected heatwaves in traditionally cool areas or identifying regions experiencing particularly pleasant weather, thus helping them make more informed choices for "coolcations."

• "Shoulder Season" and Microclimate Marketing: Promoting travel during shoulder seasons in traditionally warmer destinations or highlighting specific microclimates within regions that offer cooler temperatures even during peak summer months.

  • Detail: This could involve targeted marketing campaigns showcasing the benefits of visiting popular southern European destinations in the spring or fall when temperatures are milder, or promoting mountain retreats or coastal areas with consistent breezes as "cool" alternatives during summer.

• Climate-Controlled and Enhanced Indoor Experiences: Investing in and marketing attractions and accommodations in both hot and cool destinations that offer climate-controlled environments and enhanced indoor experiences to mitigate the impact of extreme weather.

  • Detail: For hot destinations, this might include world-class museums, indoor water parks, and temperature-regulated shopping malls. For cooler destinations experiencing a surge in tourism, this could involve expanding cultural offerings and indoor recreational facilities to provide alternatives during inclement weather and manage visitor flow.

• Flexible Booking and Weather-Dependent Itineraries: Offering more flexible booking options that allow travelers to adjust their destinations or travel dates based on weather forecasts, and developing itinerary suggestions that can be adapted based on real-time climate conditions.

  • Detail: Airlines and hotels could offer more lenient change or cancellation policies related to weather, and travel agencies could curate adaptable itineraries that suggest alternative activities or locations based on unexpected heatwaves or cooler-than-average temperatures.

• Development of "Cooling Infrastructure" in Hot Destinations: Innovating in urban planning and tourism infrastructure to create more comfortable and cooler environments in traditionally hot summer spots.

  • Detail: This could include expanding green spaces and tree cover in cities, developing shaded pedestrian walkways and public cooling stations, and implementing water-based cooling systems in tourist areas to make these destinations more bearable during heatwaves and potentially retain visitors.

• Promoting Sustainable and "Low-Impact Coolcations": Encouraging travelers to choose cooler destinations that have a strong focus on sustainability and responsible tourism practices, minimizing their environmental footprint while escaping the heat.

  • Detail: This involves highlighting eco-friendly accommodations, promoting public transportation and active travel options within the destination, and supporting local businesses committed to sustainable practices, aligning the "coolcation" trend with growing environmental awareness.

Final Thought:

The "coolcation" trend is a clear illustration of how environmental factors are increasingly shaping consumer choices, and in the travel industry, climate change is already prompting significant shifts in where people are choosing to spend their holidays. This trend is likely to continue and intensify, requiring the travel industry to adapt and innovate to meet the changing needs and priorities of climate-conscious travelers.

Source: https://www.forbes.com/sites/davidnikel/2025/06/17/the-coolcation-trend-is-heating-up-and-the-numbers-prove-it/