“Coolcation”: Travelers Prefer Cooler Climates Over Southern Europe

High temperatures in Southern European countries, such as Greece, are prompting travelers to avoid these destinations and seek cooler climates like those in the Scandinavian countries — a trend known as “coolcation.”

This year, the popularity of popular Mediterranean destinations has decreased by 8%, while 28% of European travelers have opted for cooler locations. Since 2023, Scandinavian countries have recorded a surge in overnight stays and arrivals in cities such as Oslo and Copenhagen.

Several factors have contributed to this increase, including the popularity of Scandinavian design and cuisine, as well as sanctions against Russia, which have led cruise ships to seek alternative ports instead of Saint Petersburg, according to The New York Times. Climate plays an equally important role.

Recognizing this trend, Denmark aims to increase tourism spending to $31 billion, while Norway plans to create 43,000 jobs in the tourism sector.

However, these countries are concerned about the risk of gradual overtourism. At the same time, protecting the natural environment remains a top priority.

“In Norway, we have a strong sense of responsibility towards nature,” says Monica Molvaer, deputy mayor of Alesund, a region with significant tourist interest. “People grow up learning how to use and protect it. But people from other countries might not have this knowledge, so nature protection is becoming increasingly difficult.”