The emerging trend of ‘coolcations’ is reshaping the traditional summer holiday plans of travellers, as they seek cooler destinations to escape the scorching heat and enjoy refreshing escapes, nature-packed landscapes, and adventure-filled getaways. Rising temperatures in popular sunny holiday spots in southern Europe have made them less appealing for travellers, leading them to look northwards to places with milder weather. As a result, the Nordic countries such as Iceland, Denmark, and Sweden are now capitalizing on this trend by promoting their pristine lakes, dense forests, and abundant outdoor activities as an alternative to beach vacations.
Sweden, in particular, has become a popular choice for Europeans seeking ‘coolcations’, thanks to its pristine natural environment and temperate climate. Visit Sweden has seen a significant increase in searches for coolcations, with travellers from southern Europe, such as Italy, expressing the desire to escape the sweltering heat. From the Stockholm Archipelago to Swedish Lapland, Sweden offers a diverse range of landscapes that appeal to those seeking to be active and explore nature. The country has also adapted its travel campaigns to showcase its natural assets and unique experiences, such as the Stockholm Archipelago Trail, a 270 km hiking route that connects over 20 islands.
The ‘coolcations’ trend is not just about changing holiday preferences but also reflects a lifestyle choice for travellers who want to be active and enjoy nature. Sweden’s success in attracting visitors from regions such as the US and Germany, along with interest from neighbouring countries like Norway and Denmark, highlights how ‘coolcations’ are reshaping European summer travel. Initiatives like ‘Discover the Originals’ showcase authentic experiences unique to Sweden, further enhancing its appeal to travellers seeking a deeper connection to the places they visit.
As ‘coolcations’ continue to gain popularity, destinations that promote cooler climates are benefiting from increased demand for accommodation, restaurants, and regional tours. This trend is not only an economic boon for local businesses but also helps reduce the strain on traditional sun-and-sand locales during peak seasons by redistributing visitor traffic to less impacted regions. While warmer destinations will always attract visitors, cooler regions like Sweden offer a compelling alternative for those seeking a break from the heat. As the demand for Sweden’s natural beauty continues to grow, it is evident that ‘coolcations’ are more than just a seasonal trend and could potentially be the future of travel for those looking to escape the sweltering temperatures of popular summer destinations.
