Coolcations are experiencing increased popularity among summer holidaymakers in places like Greece, Spain, Italy, and Portugal due to rising temperatures and crowds that dominate Southern European destinations, according to the latest analysis by Virtuoso, a global network of luxury and experiential travel agencies. This shift towards cooler, more aesthetic destinations not only addresses heatwaves but also supports sustainable and immersive experiences such as glacial dips, fjord hikes, and midnight sun adventures. The rise in bookings for such destinations has also surged in 2024, with trends showing significantly higher demand for destinations like Canada, Finland, and Iceland, among others.
James Thornton, CEO of Intrepid Travel, emphasizes that while these destinations offer ample opportunities for travelers, they are already packed with demand. The industry has also recorded a 44% increase in travel to various cooler destinations this year, with another 30% growth expected. This indicates a rising trend towards the lithophones of cooler tourism.
Some of the key reasons travelers are gravitating to Nordic coolcations this summer include the desire to escape heat and island tension, as Andy Marsh of Polar Escapes highlights. The summer months also offer unique landscapes in regions like Scotland and Norway, which are often overgrown and less explored, providing an opportunity to experience these areas more affordably. Travelers seek more meaningful destinations, particularly in areas with growing]}”
，“In the travel space, it’s all about more connection than it’s about creating walls between people. And during times of political fragmentation in Southern Europe, we’re looking for experiences that allow people to step away from the isolating concerns of social media,” Thornton adds. Additionally, Nordic destinations offer the chance to take steps away from overcrowded and urban environments, as in the winter, people often find themselves deeper connected to locals in off-grid or remote areas.
Nordic coolcations also benefit from a sense of escapism, offering a change of scene from the heat of summer. Robert Miller, product manager at Goway Travel, explains that these destinations can be extremely challenging to visit in winter, due to their arid and isolated landscapes. Snorkeling, for instance, may require,”，“so you’ll still be chilly but not bone-chilling,” he adds. Unlike traditional summer trips that could end in{Triton},
The unpredictability of summer could heighten concerns about over tourism, particularly in Norse landlocked countries with shorter summer seasons. Megan Vila of Expat Explore notes that these regions may not support large crowds and lack necessary infrastructure like good public transport, play parks, and changing tables, putting upward pressure on natural environments. However, several Nordic countries, such as Norway and Denmark, have already embraced sustainable tourism due to strong environmental policies, emphasizing that these destinations offer a balance between personal wellbeing and nature.
Nordic resorts can also provide a more family-friendly environment with widely available changing tables, electric public transport, and ample playgrounds, making them appealing to younger families. The focus on sustainability has helped these destinations,”，“so far, as well as encourage tourism trends that prioritize personal and community well-being,” he says. Knights and other local residents often make a difference in these locations, elevating areas through deeper connections and meaningful experiences.
However, concerns about over tourists in Nordic destinations rise due to the level of expansion. Expat Explore notes that smaller countries and fewer alternative flight routes can add to logistical challenges. For instance, flight connections to remote areas like Svalbard and Arctic Sweden may be more difficult, increasing the pressure on cities like Reykjavik and Bergen to avoid steep hotel pricing.avings, in overcrowded areas.
lithophones of cooler tourism, including space, serenity, and sustainability, are increasingly prioritized in Scandinavian destinations, offering travelers a way to disconnect from social media and connect deeper with locals, he adds./ic.
Whether you’re contemplating a coolcation, today and tomorrow, or the future, it’s a conversation worth having. Let’s explore what these destinations have to offer you.
