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.
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
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.
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.
The Coolcation trend is already creating new opportunities across Northern Europe. Discover how individual destinations are benefiting from changing summer travel preferences:
More on the Coolcation Trend - an article by Falstaff.
More on the survey of Polarsteps.