^{Source: Euronews}

The Rise of the “Coolcation”: A Shift in Travel Behavior

Forget the traditional sun-soaked Mediterranean vacation—travelers are now seeking refuge from soaring temperatures, overcrowded hotspots, and rising costs by heading north. A growing trend dubbed “coolcationing” is reshaping summer travel, with baby boomers and first-time travelers opting for Nordic and Baltic countries like Iceland, Finland, and Estonia over southern staples such as Spain, Greece, and Italy.

This change in behavior is more than just a travel fad—it's a response to climate shifts, economic factors, and changing values around what constitutes a perfect summer escape.

Why Travelers Are Trading Sunburns for Sweaters

According to Intrepid Travel, a global adventure travel company, there has been a 50% year-over-year surge in bookings to cooler destinations like Iceland, Scandinavia, and Estonia for July and August. In contrast, summer bookings to southern European hotspots are down 15%.

CEO James Thornton told CNBC, “People are making deliberate choices. The Mediterranean got flooded with tourists post-COVID, and it just became too much—too hot, too crowded, too expensive.”

Instead, more travelers are now favoring shoulder seasons (April-June and September-October) for southern destinations. Intrepid saw bookings to Italy rise 16% and to Greece 37% during those periods, showing that people still want Mediterranean charm—just not under a blazing 100°F sun.

Who’s Leading the Coolcation Craze?

Surprisingly, this trend is being driven by two very different demographics:

• Baby Boomers (aged 60–78): Many in this group are recently retired, mortgage-free, and have both time and disposable income. They’re less impacted by inflation and prefer peaceful getaways in milder climates.
• First-Time Travelers (aged 18–35): On the opposite end, young adults entering the workforce are choosing travel over traditional financial goals like homeownership. Experience-rich destinations with less crowding and more nature top their lists.

This dual-led surge suggests that coolcations appeal across age groups for different reasons—comfort, sustainability, affordability, and personal values.

Climate Change and Travel: A Complicated Relationship

2023 marked Europe’s hottest summer on record, with cities like Athens, Rome, and Barcelona experiencing dangerous heatwaves topping 110°F (43°C). Fires scorched parts of Greece and Italy, and warnings from climate organizations suggest these extremes will only intensify in 2025 and beyond.

“Coolcations are a conscious reaction to climate volatility,” says Jenny Southan, CEO of travel trends agency Globetrender. “People are starting to prioritize well-being and safety over the traditional tan-on-a-beach holiday.”

Instead of abandoning southern Europe altogether, travelers are redistributing their plans—visiting hot countries in spring and fall, and opting for destinations like Norway, Sweden, Scotland, and the Baltics during peak summer.

Economic Opportunity for the North

Countries like Sweden, Finland, and Estonia are welcoming this tourism trend as both an economic and ecological win.

According to Visit Sweden, while they don't have definitive numbers on coolcation-driven tourism, there's a noticeable upswing in international interest during peak summer. The country is marketing itself as a refuge for outdoor enthusiasts—hiking, lake swimming, and forest bathing are among its key offerings.

Estonia's Tourist Board echoed the sentiment, emphasizing that their appeal lies not in sandy beaches, but in quiet retreats, historical towns, and lush nature reserves. Director Anneli Lepp stated, “We’re not looking to replace the Mediterranean, but we are increasingly becoming a choice for those who seek calm, authenticity, and connection with nature.”

Long-Term Implications for Global Tourism

Globetrender’s Southan believes this trend could help recalibrate the global tourism calendar: “Destinations like Ibiza or Santorini, which rely heavily on just four summer months, could benefit from more evenly distributed travel throughout the year.”

By shifting traffic away from overburdened cities and peak months, the industry could ease strain on infrastructure and promote more sustainable tourism models. It also opens doors for lesser-known regions to shine, potentially generating jobs and income outside traditional tourist zones.

In the future, summer may no longer be synonymous with sunshine and sweat. As Southan puts it, “The sun is no longer something to worship. It’s something to avoid.”

The Bottom Line: What Travelers Should Consider

If you're planning your next summer getaway, consider:

• Timing: Book trips to southern Europe in the spring or fall to avoid heat and crowds.
• Destination: Explore cooler places like Iceland, Estonia, Norway, and Scotland, which offer rich culture, stunning landscapes, and fewer tourists.
• Purpose: Travel is increasingly experience-driven. Nature walks, historical tours, and wellness retreats are gaining favor over beach lounging.

Coolcations are not just a seasonal trend—they’re a reflection of shifting values, climate consciousness, and evolving lifestyles. And as 2025 unfolds with record temperatures forecasted once again, the rise of chill travel is only getting started.

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