![[Aggregator] Downloaded image for imported item #7393](https://echoesofthelastmind.com/wp-content/uploads/2026/07/coolcation-phenomenon-would-you-choose-cooling-off-instead-of-vacationing-1784384349948.webp)
Not to go on a summer vacation to the south, but to the north: this idea, due to the unbearable heat, imposes itself. How pronounced is this phenomenon called “Coolcation” today?
“Baking in 40 °C sun? That’s out of the question this time! We’re going hiking in Scotland!”
More and more people are coming up with similar ideas, maybe you have heard something like that too – or thought like that yourself. Regardless of that, the question arises, is there already a clear tourist trend that, considering the increasingly hot summers, vacations are going to colder places?
The phenomenon already has a name – “coolcation“. However, it is difficult for large tour operators to spot a clear trend. Because the desire to travel south is clearly not waning. Summer bookings for Spain, Turkiye and Greece have been stable since the pandemic, and tourists have apparently not given up on such trips even because of higher prices.
Nordic countries on trend
Coolcation has been mentioned as a supposed new trend for the last two years – but revenues in this segment are very low, especially compared to classic beach holidays in southern European countries, according to TUI.
Similar comes from the DERTOUR, the competitor of TUI arguing that the Nordic countries are indeed trendy, but not to the extent that they are taking over from warm bathing destinations, nor that travellers are massively redirecting their summer vacations to colder regions.
Tour operators also point out that Northern European countries are not classic destinations for package
Original Record.
This archived record authored by ‘Nedim Sladic’ at ‘METEORED (Your Weather)’ was recovered from data set:
English