Travelers shun summer hotspots in favor of cooler climes

There seems to be a rising trend of “coolcations” driven by baby boomers and first-time travelers, who are opting for cooler destinations in Nordic and Baltic countries over Europe’s traditional summer hotspots.

The combination of extreme summer heat, cost concerns, and overcrowding is influencing people’s vacation choices.

Booking a trip to Mediterranean countries like Italy, Greece, and Spain during July and August is losing its appeal for some.

Instead, more travelers are choosing to visit northern European destinations during the peak summer months to avoid the scorching temperatures.

“In 2024 and now in 2025, we are seeing a shift in demand towards cooler northern European destinations for summer travel, compared to the previously popular southern Europe,” said James Thornton, CEO of Intrepid Travel.

Intrepid Travel has seen a 50% increase in bookings to Iceland, Estonia, and Scandinavia for July-August among its U.K. customers, while bookings to southern Europe have shifted to shoulder seasons.

Thornton mentioned that bookings to Italy and Greece in off-peak months have increased, while bookings for July-August in southern Europe have decreased.

This shift towards cooler destinations during the summer months may continue in the future, according to Thornton.

Baby boomers in their 50s and 60s and first-time travelers aged 18 to 35 are the main drivers of the coolcation trend this year, according to Thornton.

Thornton mentioned that baby boomers have more free time to travel after their kids have left home and mortgage is paid off, while first-time travelers prioritize experiences over possessions.

The trend for cooler destinations during the summer reflects a conscious choice by consumers to avoid extreme heat and wildfires that are becoming more common due to climate change, said Jenny Southan, CEO of Globetrender.

Popular summer destinations like Rome, Barcelona, and Athens have been affected by sweltering conditions in recent years, leading to a decline in summer travel to southern Europe.

As climate change worsens, the coolcation trend is expected to intensify, with travelers opting for more temperate destinations like Norway and Finland during peak summer months.

For countries in northern Europe like Sweden and Estonia, the coolcations trend presents an economic opportunity, although it’s still in the early stages.

Travelers seeking milder temperatures during peak summer can help reduce overcrowding in popular tourist destinations and provide a more sustainable income source for economies, according to Southan.

In the future, more people are likely to seek cooler destinations when temperatures rise, shifting away from traditional sunbathing beach vacations.