Sweden

Sweden takes advantage of the coolcation trend

1 min read

Apr 12, 2024 9:22:53 AM

Sweden benefits from the change in summer travel trends and attracts with "coolcation"

In light of a global trend identified by Condé Nast Traveler, Sweden is expecting an increase in tourism known as "coolcationing". As temperatures rise, travelers are increasingly looking for destinations with a more pleasant climate and less hustle and bustle instead of traditional hotspots.

The extremely hot summer of 2023, thought to be the hottest on record, has prompted a reassessment of travel plans among holidaymakers. In an effort to escape the unbearable heat, more and more people are turning to Sweden and its northern neighbors. With average summer temperatures between 20 and 25°C in the south of Sweden and little rainfall in picturesque locations such as the Baltic islands, Sweden is becoming an attractive destination for those seeking temperate weather conditions.

A study by Booking.com found that more than half of respondents are taking climate change into account when making travel decisions for 2024, with many preferring cooler destinations. This is reflected in the growing popularity of waterfront vacations, with 75% of respondents finding proximity to water relaxing.

British interest in Sweden on the rise

In the UK, where weather has a strong influence on travel decisions, interest in Sweden has risen sharply, particularly in its islands and unique accommodation such as tree and ice hotels and wellness experiences. Searches from UK travelers show a strong interest in outdoor activities such as hiking, winter sports and cruises, highlighting Sweden's diverse appeal. The trend is not limited to specific regions within Sweden; coastal areas such as Skåne and Kalmar as well as inland gems such as Dalarna are seeing a significant increase in foreign overnight stays. Even the remote regions of Norrbotten on the border with Finland are attracting the attention of international tourists thanks to their endless summer days and picturesque archipelagos.

As travelers look to cool off from rising temperatures, Sweden proves to be an oasis of cool tranquility, offering a unique blend of natural beauty, cultural experiences and a refreshing climate - the ideal recipe for the perfect "coolcation" vacation.