European 'Alpine Summer' Trend Draws Travelers to Cooler Mountain Resorts

As Europe faces another heatwave, demand for holidays in cooler destinations is rising. The travel trend dubbed “alpine summer” – spending the hottest months in the mountains – was first named by Condé Nast Traveller and has gained traction alongside related concepts such as “coolcationing” and “heat‑proof holidays”. Google Trends shows an 82% year‑on‑year increase in searches for the term.

A European Travel Commission survey of nearly 6,000 respondents found “pleasant, stable weather” the second‑most important factor when choosing a destination, after safety. In response, mountain‑specialist Heidi has doubled its portfolio to 46 resorts across France, Austria, Italy, Slovenia and Poland, adding Switzerland and Andorra for the first time. Co‑founder Marcus Blunt said high‑altitude resorts “still get summer sunshine but run cooler than the Med’s beach hotspots, offering a refreshing escape.”

Heidi recommends swapping seaside spots for alpine alternatives: Spain’s Costa del Sol for Arinsal in Andorra’s Pyrenees (low‑20°C), Italy’s Amalfi Coast for Selva di Val Gardena in the Dolomites (18‑21°C), and Greece’s Vasiliki for Pertisau on Austria’s Lake Achensee (mid‑20°C). The trend reflects travelers’ wish to avoid temperatures above 30 °C and enjoy hiking, swimming and water sports in milder mountain air.