Travelers heading to Europe this summer are revealing a new trend as the latest buzzword is “coolcation.” Basically, many are shunning the hot beach locations in Greece, Italy, Portugal and Spain, and heading to cooler climates in the Nordic countries. While this seems a great idea during climate change, some worry that the switch in summer destinations could lead to overtourism in places like Denmark, Finland, Iceland, Norway and Sweden.

Coolcations see travelers heading to Nordic nations and more

Each year, new travel trends come into play, and the latest is coolcations – the trend that sees visitors to Europe head to places like Denmark, Finland, Iceland, Norway and Sweden this year. After the blazing hot summer of 2024, these cool destinations are expecting a huge boost in tourism this summer.

Over the past couple of years, southern European nations have been suffering soaring temperatures and extreme weather, while being hit with heat waves and wildfires. Due to this, coolcation has become the latest trend, with travelers avoiding their former favorite spots like Greece, Italy, Portugal and Spain as the mercury continues to rise in those locations. However, it is also a trend in other regions of the world, such as Canada and Alaska.

A recent study by Virtuoso, a network of luxury travel companies, revealed a 44 percent increase in travel to cooler climes, including Canada, Iceland and Finland, last year. It is likely that a similar trend could be followed in the summer of 2025.

Travelers seek cooler summer destinations

In what Virtuoso cleverly dubs “Ice-olated Escapes, travelers continue to seek cooler temperatures this coming summer, not only for the comfort of lower temperatures, but also to avoid crowds. One destination that is surging in popularity is Antarctica, with its pristine, snowy landscapes and additional cruise options. Meanwhile, Norway and Iceland also rank in their study’s top five.

Moreover, 78 percent of travel advisors say their clients are opting to travel in the shoulder season, or off-peak travel. Virtuoso’s study also reveals that 76 percent of travelers now favor locations with more moderate summer weather, which is a significant increase from 2024.

Coolcations with stunning scenery

Meanwhile, it isn’t just cooler temperatures that attract coolcationers, as destinations like Canada, the Nordics, and Scotland also boast stunning scenery. Moreover, travelers find that the many exciting outdoor adventures available to them make even more of a draw. In many cases, these activities and adventures support another trend – sustainable tourism. By doing so, this ensures that these stunningly beautiful destinations remain that way for years to come.

Furthermore, the summer months provide more opportunities for visitors to the Nordic countries, offering stunning surroundings, abundant wildlife to spot and photograph, and great outdoor adventures. Even better, longer daylight hours also help visitors get the most out of their trip.

Moreover, cooler locations offer travelers a sense of escapism, letting them go beyond the beaten path while exploring untouched landscapes. They also offer a chance to connect with the locals, which can be difficult in overcrowded and hot destinations.

As summer heat is set to continue in the future, the only drawback is that the popularity of these coolcation destinations could lead to overtourism.