Europe tourism shifts toward cooler northern destinations

A growing number of travelers are opting for ‘coolcations’—vacations in cooler climates—to escape extreme heatwaves in Southern Europe. As temperatures in Mediterranean countries like Spain, Italy, and Greece frequently exceed 40°C, tourists are increasingly looking toward Northern Europe and the Alps for milder summer weather.

Destinations such as Norway, Iceland, the Faroe Islands, and Scotland are seeing a surge in interest. In Scotland, searches for cooler destinations rose by 74% during the first four months of 2025, with the Highlands and West Coast becoming primary alternatives to traditional sun-and-sea hotspots. This shift allows for outdoor activities like hiking and kayaking that would be difficult in extreme heat.

While these northern destinations offer relief from the heat, they come with different considerations. For example, cities like Gothenburg, Sweden, offer temperatures around 21°C but may require travelers to prepare for unpredictable weather and rain. The trend represents a potential long-term shift in the European summer tourism economy as climate patterns influence travel behavior.