"Coolcationing" Is the New Summer Travel Trend to Beat the Heat

For decades, the ideal summer vacation involved chasing the sun. Travelers flocked to the Mediterranean, the Caribbean, or Florida to soak up rays and swim in warm waters. However, record-breaking temperatures over the last few years have shifted priorities. Travelers are no longer running toward the heat; they are running away from it. This shift has given rise to “coolcationing,” a travel trend where tourists specifically choose destinations with temperate climates to escape the stifling humidity of traditional summer hotspots.

The Heat Wave Factor

The primary driver behind this trend is climate change and the resulting extreme weather events. During the summer of 2023, widely publicized heat domes settled over Southern Europe and the Southern United States. Popular destinations like Rome, Athens, and Seville saw temperatures consistently soar above 104°F (40°C).

For many families, a vacation spent hiding in an air-conditioned hotel room from 11:00 AM to 5:00 PM is not money well spent. As a result, travel networks are seeing a massive pivot. Luxury travel network Virtuoso reported an 82% increase in interest for cooler destinations for 2024 compared to previous years. Travelers are trading swimsuits for light sweaters and sunbathing for glacier hiking.

Top Destinations for a Coolcation

If you want to swap sweltering heat for a refreshing breeze, you need to look toward higher latitudes or higher altitudes. Here are the specific regions seeing the biggest boom in tourism.

Scandinavia and the Nordics

Norway, Sweden, and Finland are the epicenter of the coolcation trend. Instead of fighting for a beach chair in Mallorca, travelers are booking fjord cruises in Bergen, Norway.

• Temperatures: Expect highs around 60°F to 70°F (15°C - 21°C).
• Highlights: The Stockholm Archipelago in Sweden offers thousands of islands for boating without the oppressive heat. Lapland in Finland, typically a winter destination, is gaining traction for its “Midnight Sun” experiences where you can hike at midnight in full daylight.

Iceland and the Faroe Islands

Iceland has been a popular destination for years, but it is now becoming a summer sanctuary. The average July temperature in Reykjavik hovers around 55°F (13°C), making it perfect for active travelers who want to hike volcanoes or visit the Blue Lagoon without breaking a sweat. The Faroe Islands offer a more remote, rugged alternative with dramatic cliffs and cool, misty weather.

The United Kingdom and Ireland

While London can occasionally get hot, the northern reaches of the UK remain temperate. Scotland is seeing a resurgence in tourism, particularly along the North Coast 500 route. The Scottish Highlands offer dramatic scenery and temperatures that rarely exceed 65°F. Similarly, the Wild Atlantic Way in Ireland provides coastal views that rival the Mediterranean, provided you bring a rain jacket.

The Alps (Beyond Ski Season)

Switzerland, Austria, and the French Alps are famous for winter skiing, but they are becoming prime summer real estate. High-altitude resorts like St. Moritz or Zermatt offer fresh mountain air and clear lakes. You can take gondolas up the mountains for hiking or mountain biking while the cities in the valleys below bake in the heat.

North America: Canada and Alaska

In the United States, travelers are looking north. Alaska cruises are seeing record demand as people look to view glaciers before they recede further. On the East Coast, Bar Harbor, Maine, offers a cool coastal escape. Across the border, Banff and Jasper National Parks in Alberta, Canada, provide stunning turquoise lakes and mountain peaks with comfortable daytime temperatures.

The Economic Shift: Shoulder Season is the New High Season

The coolcation trend is not just changing where people go, but when they go. The traditional “high season” for places like Italy, Greece, and Spain is July and August. However, smart travelers are pushing their visits to the “shoulder season” months of May, June, September, and October.

Travel companies like Intrepid Travel and Rick Steves Europe have noted that bookings for Mediterranean tours are spreading out into the autumn months. If you want to visit Rome, doing so in mid-October offers a pleasant 70°F experience, whereas July might offer a dangerous 100°F.

This shift helps the travel industry by reducing over-tourism during peak months, but it also means travelers need to book shoulder-season trips further in advance than they used to.

Practical Tips for Planning a Coolcation

If you are ready to book a trip to the cool north, keep these logistics in mind:

• Pack Layers: Coolcation weather is unpredictable. In Scotland or Norway, you might experience rain, wind, and sunshine all in one hour. A waterproof shell, a fleece mid-layer, and good walking boots are essential.
• Check the Prices: Nordic countries are historically more expensive than Southern Europe. A beer in Oslo can cost twice as much as a beer in Lisbon. Budget accordingly.
• Book Activities Early: Because these destinations have shorter summer seasons, tour operators and hotels fill up fast. If you want to take the famous Flåm Railway in Norway, you often need to book tickets months in advance.
• Embrace Active Travel: Coolcations are rarely about lying still. They focus on movement. Prepare for kayaking, hiking, and walking tours.

Frequently Asked Questions

Is a coolcation more expensive than a beach vacation? It often can be. Destinations like Iceland, Switzerland, and Norway have a higher cost of living than popular beach spots in Mexico or Southern Spain. However, you can find budget-friendly coolcations in places like Scotland, Poland, or by camping in US National Parks.

What is the best month for a coolcation? July and August are the best months. While the rest of the Northern Hemisphere is hottest during these months, the Arctic and Alpine regions are at their most pleasant, with wildflowers in bloom and all hiking trails open.

Are these destinations family-friendly? Yes. While they may lack the kids’ clubs of a Caribbean resort, places like Sweden and Canada are incredibly family-oriented. They offer safe cities, interactive museums, and outdoor nature activities that act as great natural playgrounds for children.

Will I see snow on a summer coolcation? It is possible, depending on where you go. If you visit high-altitude areas in the Swiss Alps or take a glacier tour in Iceland or Alaska, you will see snow and ice. However, the air temperature in the towns will generally be mild and comfortable.