Just a few years ago, summer holidays on the Mediterranean were an obvious choice for most Europeans. Spain, Greece, Italy and southern France dominated the rankings of the most popular destinations. In 2026, however, something changed. Record heatwaves that hit France in May and the rest of southern Europe in the following months have caused tourists to turn away from the scorching beaches and head north. On the French version of the Hotels.com website, searches for rooms in Copenhagen jumped by 246 percent since the first heatwave in France, and in Dublin they rose by 151 percent. The term coolcation, meaning holidays in a cooler climate, has ceased to be a niche term and has become one of the hottest travel trends of 2026. According to a report by the European Travel Commission, nearly one third of European travellers are currently seeking cooler destinations, and about 80 percent of Europeans admit to changing their travel habits due to climate change.
Norway, Sweden, Finland, Iceland and Denmark are countries that just a few years ago were associated primarily with winter ski trips or journeys in search of the northern lights. Today, they increasingly appear on lists of summer destinations, and the reason is simple, because summer temperatures in Scandinavia are much milder than in the south of the continent, and instead of over 35 degrees Celsius you can expect a pleasant 18-25 degrees, which means that the weather favours hiking, city sightseeing, cycling trips or exploring nature without having to plan the day around the worst heat.
According to industry analyses, interest in travel to Scandinavia in 2026 could increase by as much as around 35 percent, which is evidence that the northern countries are becoming one of the most important beneficiaries of changing European tourist preferences.
Tour guides and tourists confirm this change, because Terje Viblom Pedersen, who offers tours in south-eastern Sweden, says that tourists are amazed by daytime temperatures below 30 degrees Celsius and the sea breeze, as well as the lack of crowds compared to tourist hotspots in southern Europe, which makes their holidays much more comfortable and relaxing.
Two French tourists from Marseille, Daniel and Florence Gastaldi, while visiting Stockholm, admitted frankly that they are glad they came across lower temperatures, because in their home city the heat in July and August is becoming unbearable, and air conditioning is not widespread there, which means that holidays in the north are not only a pleasure for them, but also a relief after months spent in the sweltering heat.
In Oslo, the year-on-year increase in bookings was 154 percent, in Helsinki 124 percent, which shows that Scandinavian capitals attract tourists not only with their attractions, but also with comfortable temperatures that allow them to fully enjoy the summer without the risk of heatstroke or overheating. The coolcation phenomenon, however, does not result solely from a desire to escape the heat, because for many people it is also a search for a new way of travelling, in which instead of spending all day lying by the pool, they choose active leisure, contact with nature and authentic experiences that leave more lasting memories than simple beachgoing.
How the north is winning over the south?
Norway attracts with monumental fjords, picturesque scenic routes and the opportunity to watch whales, Iceland enchants with geysers, glaciers and landscapes resembling another planet, in Finland you can combine active leisure with relaxation in a traditional sauna, and in Sweden you can discover the islands of the Stockholm archipelago by kayak or bicycle, which gives tourists the chance to experience something unique.
Added to this is the exceptional light, because in the summer period many regions experience the phenomenon of the midnight sun or very long days, which means more time for sightseeing and spontaneously discovering the surroundings, and this means that tourists can make the most of every day of their holiday without worrying about the sun setting too early.
Nordic well-being philosophies such as Danish hygge, Swedish lagom and the Finnish sauna culture are also gaining popularity, which are based on balance, mindfulness and closeness to nature, which in the era of rush and stress is becoming as important for many travellers as the destination itself.
The coolcation trend, however, is not limited exclusively to Scandinavia, because travellers are increasingly choosing the northern areas of countries located further south, where temperatures are lower and nature is more diverse. In Spain, Galicia is growing in popularity, where the climate is more temperate and humid than on the Mediterranean coast, in northern Italy the increasingly popular region is Trentino-Alto Adige, which offers both mountain landscapes and escape from the heat, and in France attention is being drawn to Normandy, Alsace and mountain resorts, which in the summer months offer significantly lower temperatures than the Côte d’Azur.
Jean-Pascal Chopard, head of the tourist organisation for the mountainous Jura region, explains that at higher altitudes the temperature drops noticeably in the evenings and at night, which makes stays much more bearable, and tourists can enjoy fresh air and peace and quiet, which is lacking in the crowded resorts of the south.
Where else are people escaping the heat?
The Baltic countries are also attracting growing interest, because Lithuania has been recognised as one of the emerging coolcation destinations in Europe, and Israeli tourists have been coming there for several years to escape the summer heat in their country, which shows that this trend extends beyond the borders of Europe and attracts travellers from distant regions of the world.
According to experts, this is a very promising opportunity for the future, which Lithuania should skilfully exploit, just as in the case of Scandinavia, where the key factor is not only the temperature, but also the beautiful landscapes, clean air and the possibility of active leisure, which are what make these destinations attractive.
Poland is also benefiting from this trend, because this summer could be record-breaking for the Pomeranian voivodeship in terms of the number of foreign tourists, which is the result of growing interest in our country as a destination offering a milder climate compared to southern Europe.
Poland is becoming a destination for residents of southern Europe as a place that gives them breathing space during very hot summer months, and this means that our country has a chance to permanently establish itself in the consciousness of foreign tourists as an attractive alternative to the overheated Mediterranean resorts.
Jacek Janowski from the Polish Tourist Organisation points out that what for years was presented as a weakness of Poland, namely the cooler sea and less extreme temperatures, is now becoming our asset, because more and more foreign tourists are choosing Poland precisely because of the milder climate in the summer season, which is proof that climate change can also be an opportunity for countries previously overlooked in summer travel plans. Europeans are choosing not only the Tri-City as their travel destination, but also the uniquely natural and cultural regions of Kashubia and Żuławy, which offer not only lower temperatures, but also authentic experiences, closeness to nature and the possibility of active leisure, which in the era of seeking authenticity is becoming increasingly valuable.
A new division of tourist Europe
The question of whether the current interest in cooler destinations is a one-off season or the beginning of a permanent change in the tourism market remains open, because experts point out that although the influence of the climate is becoming increasingly visible, travellers’ decisions depend on many factors that may slow down or accelerate this trend.
Southern Europe, which is traditionally cheaper than the north, still remains at the top of the most popular destinations, because Greece had its best year ever in terms of tourist numbers, as did Spain, where tourist spending increased by more than 8 percent in the second quarter of 2026, which shows that summer resorts still attract millions of travellers despite rising temperatures. Stefan Gossling, a Swedish professor specialising in tourism, points out that temperature is only one of the aspects taken into account when choosing a holiday destination, because there are many other elements such as culture, environment, prices, and people do not easily change destinations when they have their favourite one, to which they have become accustomed over the years.
The Norwegian tourist promotion agency admits that about one in five foreign tourists mention cooler summer temperatures as one of the reasons for choosing Norway, but emphasises that the climate is only one of many factors influencing travel decisions, because safety, nature, accessibility, flight connections and exchange rates also play a role in deciding on a destination.
Despite these reservations, one thing is certain, because record heatwaves and increasingly frequent heatwaves are making cooler destinations gain in importance, and the tourist map of Europe is being redrawn, because the north, which for years was overlooked in travellers’ summer plans, is beginning to be rediscovered as an attractive alternative to the overheated south. This is not only a change in preferences, but also a response to real threats, because for many tourists holidays in 40-degree heat have ceased to be associated with carefree relaxation and have begun to be associated with a struggle against extreme temperatures that make it difficult to sleep, limit the possibility of spending time outdoors and increase the risk of health problems.
More and more people want to return from holiday rested, rather than exhausted by spending many hours in high temperatures, because sleep comfort, the ability to spend time outdoors all day and active sightseeing are becoming just as important as beautiful beaches and sunny weather, which were once the main attractions of southern resorts.
Coolcation is no longer just a fashionable term, because it is a response to a reality that is changing before our eyes, and climate change means that tourists must adapt their plans to new conditions that will intensify in the coming years. Experts predict that the coolcation trend will strengthen, because each successive heatwave in southern Europe will push more travellers to seek cooler destinations, and the northern countries will have to prepare for the growing influx of tourists and adapt their infrastructure to new challenges. For regions such as Scandinavia, the Baltic countries and Poland, this is a huge opportunity for tourism development and building a brand as destinations offering not only lower temperatures, but also authentic experiences, beautiful nature and a high level of comfort, which in the future may permanently change the balance of power on the tourist map of Europe.
Photo: pixabay
