Tourists are increasingly seeking cooler, quieter vacations this year, moving away from Europe’s traditional summer hotspots amid rising concerns over extreme heat and rampant wildfires. This shift, often referred to as “coolcations”—a blend of “cool” and “vacation”—reflects a growing preference for destinations with more temperate climates, as travelers become aware of the impacts of climate change on their holidays.
Europe has recently experienced record-breaking temperatures, with some regions soaring above 40 degrees Celsius (104 degrees Fahrenheit) and enduring devastating wildfires. Jenny Southan, CEO of travel trend forecasting agency Globetrender, emphasizes that the summer of 2025 marks a critical turning point for European tourism, noting that no destination can escape the consequences of climate volatility. The rise in extreme heat is largely attributed to the climate crisis driven by fossil fuel consumption.
The impact of heatwaves and wildfires has been particularly severe in popular tourist destinations such as Spain, Portugal, and Greece, leading to infrastructure damage and mass evacuations. Alarmingly, even Nordic nations like Norway and Sweden are reporting unusually high temperatures, challenging the notion that northern Europe provides a reliable escape from summer heat. “This double blow has accelerated a behavioural shift already in progress,” Southan noted, indicating that travelers are now opting for cooler coastal and alpine regions or planning trips for spring and autumn instead of peak summer.
Data from the European Travel Commission (ETC) reveals that despite economic uncertainty, travel remains a priority for Europeans, who are gravitating towards less crowded and off-the-beaten-path destinations. ETC President Miguel Sanz stated that even amid shifting realities, Europeans are unwilling to compromise on their travel experiences, increasingly favoring quieter locales outside of peak seasons.
The global travel network Virtuoso reported that 79% of travel advisors believe extreme weather influences travel decisions, while 55% noted that clients are opting for off-peak travel to escape climate-related challenges. Nicholas Smith, digital director at Thomas Cook and eSky Group, confirmed that there is a notable increase in British travelers pursuing “coolcations” to enjoy milder weather and enriching experiences, highlighting destinations like Iceland, Norway, and Switzerland as increasingly popular.
Slovenia has emerged as a favored choice among coolcation seekers, with its high-altitude landscapes offering a reprieve from rising temperatures. A spokesperson for the Slovenian Tourist Board noted that the growing demand for nature-oriented vacations at higher elevations complements the trend toward cooler climates.
However, this shift in traveler preferences poses economic challenges for southern European countries dependent on tourism, such as Greece, Spain, and Portugal, where tourism represents significant portions of their GDP. Linda Jonczyk, a representative for TUI, noted a rising interest in Nordic destinations but observed that traditional Mediterranean hotspots remain in high demand.
Despite localized challenges like wildfires, Portugal’s national tourism authority reported that summer demand is strong, with operational tourism infrastructure effectively managing ongoing issues.
Globetrender’s Southan anticipates that the coolcation trend will solidify, predicting that by the late 2020s, peak travel seasons in the Mediterranean could shift to earlier and later months, while July and August may be viewed as a “climate risk zone” for mass tourism. As southern destinations invest in climate-resilient infrastructure, northern Europe may face its own challenges managing increased tourist demand. For the travel industry, adapting to these new realities is essential for survival in an ever-changing climate.
Original Source: https://www.cnbc.com/2025/08/19/coolcations-are-booming-as-tourists-prioritize-quieter-off-peak-trips.html
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Publish Date: 2025-08-19 10:37:00
