A burgeoning trend in tourism is seeing baby boomers and first-time travelers seeking “coolcations” by favoring the cooler destinations of the Nordic and Baltic countries over traditional summer hotspots in southern Europe. This shift is driven by a combination of extreme summer heat and concerns over costs and overcrowding in Mediterranean favorites like Italy, Greece, and Spain. The rise in temperatures and resulting natural challenges, many linked to climate change, are reshaping travel preferences.
In a conversation with CNBC, James Thornton, CEO of Intrepid Travel, noted the shift from the immense popularity of southern Europe post-pandemic. “In 2022 and the summer of 2023, everyone seemed eager to return to the Mediterranean because they missed those opportunities for a couple of years,” Thornton explained. “However, crowded conditions, high costs, and natural problems have led many to reconsider.” Now, the demand is gravitating towards northern Europe during the peak summer months, as travelers seek milder climates.
For U.K. vacationers, Intrepid Travel reported a notable 50% increase in bookings to destinations like Iceland, Estonia, and Scandinavia for July and August, while visits to southern Europe have shifted to less traditional times. In fact, bookings for Italy during the shoulder seasons of April to June and September to October rose by 16%, and Greece saw a 37% rise in the same periods. Conversely, trips to southern Europe fell by 15% in those peak summer months. Thornton remarked that “the days of the summer holiday to southern Europe seem numbered.”
The coolcation trend is largely propelled by two demographics: baby boomers, who have more leisure time and financial freedom, and young first-time travelers who prioritize experiences over traditional assets like homeownership. Thornton highlighted that baby boomers, in their 50s and 60s, have more opportunity to travel since their children have left home and mortgages are paid. In contrast, younger travelers, often just starting their careers, are driven by the allure of new experiences.
Jenny Southan, CEO of Globetrender, a travel trend forecasting agency, suggested that this trend might intensify as climate change continues to impact weather patterns unpredictably. “Travelers are making conscious decisions to avoid extreme heat and frequent wildfires,” Southan told CNBC. “Though many still visit Mediterranean hotspots in spring and fall, they’re choosing places like Norway and Finland in summer.”
The shift presents economic opportunities for northern European nations. Though Visit Sweden describes coolcations as a “new driving force,” it’s still early to pinpoint it as a sole tourism driver. Meanwhile, Estonia’s Tourist Board sees this trend as aligning with a broader movement towards outdoor and nature-focused travel, away from traditional beach vacations.
Southan observed that one outcome of travelers seeking cooler climes during peak seasons could be reducing overcrowding in usually-packed destinations. This approach not only offers tourists a more balanced experience but also spreads economic benefits throughout the year, alleviating the strain on infrastructure. In a world increasingly warmed by climate change, the appeal of constant summer sun is diminishing as more people look to escape the heat.
Original Source: https://www.cnbc.com/2025/04/14/coolcations-travelers-shun-summer-hotspots-in-favor-of-cooler-climes.html
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Publish Date: 2025-04-14 10:45:00
