Coolcation 2025 – How travelers are changing their habits worldwide and in Scandinavia

Extreme heatwaves across Southern Europe have driven millions of travelers to seek cooler destinations. Countries like Spain, Italy, and Greece have become too hot for comfort during summer, pushing people north.

According to the European Travel Commission, 28 percent of Europeans are actively choosing milder climates to avoid extreme heat.

Luxury travel network Virtuoso reported a 44 percent increase in demand for cooler destinations like Canada, Finland, and Iceland in 2024. In 2025, this trend continues to grow rapidly.

Search data from Expedia and Booking.com confirms the shift. Forty-two percent of global travelers now prefer destinations with milder summer temperatures, and 54 percent say they plan more evening activities to avoid daytime heat.

Popular coolcation destinations include Iceland, Greenland, the Scottish Highlands, the Dolomites, the Baltic coast, and especially Scandinavia. In North America, Canada and Alaska have also seen increased popularity as cool summer getaways.

Scandinavia: The New Hotspot for Cool Weather

Scandinavia is at the center of the coolcation boom. Visit Sweden and Virtuoso report a 263 percent rise in bookings to the Nordic region for 2025.

SAS Airlines reveals striking growth on southern Europe to Scandinavia routes. Bookings for Umeå and Luleå are up more than 50 percent. Routes like Rome to Gothenburg are up over 500 percent and Bologna to Stockholm over 400 percent.

Travelers are drawn to the region’s fresh air, lakes, pine forests, and moderate summer temperatures that rarely exceed 25°C. Scandinavia’s focus on sustainable tourism, active outdoor experiences, and wellness makes it ideal for this trend.

However, infrastructure and seasonal balancing are key challenges. Experts warn that Nordic countries must prepare for higher tourist numbers and spread travel across spring and autumn to reduce summer pressure.

Shifts in Travel Behavior

The coolcation trend is changing travel habits around the world.

1. People now avoid the peak of summer and travel more during spring and fall. A German proposal even called for EU-wide coordination of school holidays to reduce summer crowding and over-tourism.

2. There is growing interest in nature-based, sustainable tourism. Activities like hiking, kayaking, wild swimming, and glamping are replacing beach lounging and city heat.

3. Travel priorities are shifting. More couples and middle-aged travelers are choosing comfort, fresh air, and quiet destinations over traditional sun-and-sea trips.

4. Scandinavia’s reputation for safety, clean nature, and responsible tourism is positioning it as a long-term coolcation favorite.

Summary: Key Insights

• Coolcation is no longer a niche. It is becoming the new normal across Europe and North America.

• Scandinavia has become one of the most attractive destinations for travelers escaping the heat.

• The tourism industry must address capacity, sustainability, and seasonal balance.

• Nature and climate now play a central role in trip planning.