One in three German travelers looks North: What suppliers should know about the coolcation trend

by Anja on Jun 23, 2026 9:38:24 AM

New research suggests that demand for cooler summer destinations continues to grow, creating opportunities for Nordic and Baltic tourism suppliers

For decades, summer travel was largely associated with sunshine, beaches and high temperatures. But as heatwaves become more frequent across parts of Europe, travel preferences are gradually shifting.

According to a recent survey by travel app Polarsteps, 28.3% of German travelers are deliberately planning a summer holiday in a country with a cooler climate. The trend, often referred to as "Coolcation", appears to be particularly strong among younger travelers.

Younger travelers are driving the trend

The survey shows that members of Generation Z are significantly more likely to choose cooler destinations than older generations. Millennials also show a stronger interest in travelling north compared to Baby Boomers. While traditional Mediterranean destinations remain popular, Nordic countries are increasingly appearing on travelers' wish lists for summer holidays.

Midnight sun by Markus Alatalo

Northern Europe benefits from changing preferences

The growing interest in cooler destinations is not driven by temperature alone. When asked about their motivation, travelers most frequently mentioned landscapes and culture, followed by milder temperatures.

Other important factors included less crowded destinations and the opportunity to enjoy nature-based experiences. This combination plays directly to the strengths of many Nordic and Baltic destinations, which offer extensive outdoor opportunities, national parks, coastlines, forests, local culture and space to explore at a slower pace.

Countries such as Finland, Norway, Sweden, Iceland and the Baltic States are increasingly being recognized as attractive alternatives to traditional summer hotspots.

More than a weather trend

For tourism suppliers, the Coolcation trend offers an interesting perspective on future demand. Rather than promoting cooler temperatures alone, destinations may benefit from highlighting the experiences that travelers are looking for: nature, wellbeing, authenticity, outdoor activities and meaningful encounters with local culture.

Many of these elements are already core strengths of Nordic and Baltic tourism products. The challenge is often not creating new experiences, but communicating existing ones in a way that resonates with changing traveler expectations.

Why we are watching this trend

At NordicMarketing, we continue to follow the Coolcation trend because it highlights many of the strengths Nordic and Baltic destinations already offer.

As travelers increasingly seek nature, space, authenticity and more comfortable summer conditions, suppliers have an opportunity to position their products around experiences rather than temperatures alone.

The growing interest in Nordic and Baltic destinations also underlines the importance of market visibility. Through initiatives such as NORDEUROPA, NordicStage, tour operator surveys and supplier newsletters, NordicMarketing helps suppliers better understand market demand and connect with the buyers who are actively looking for products that match these evolving travel preferences.

Explore the trend in more detail

The Coolcation trend is already creating new opportunities across Northern Europe. Discover how individual destinations are benefiting from changing summer travel preferences: