Climate change is accelerating the ‘coolcations’ trend as European tourists abandon traditional summer hotspots due to extreme heat and wildfires, instead seeking cooler destinations during off-peak seasons. This behavioral shift represents a fundamental transformation in travel patterns driven by climate volatility, with northern European destinations experiencing unprecedented demand while Mediterranean countries adapt to changing tourism economics.
Tourists are actively avoiding southern European vacation spots during peak summer months, redirecting bookings toward cooler alpine and coastal locations in Scandinavia, the Baltics, and Central Europe. This trend, termed ‘coolcations,’ has intensified during summer 2025 as record-breaking temperatures above 40°C (104°F) and wildfires forced evacuations and beach closures across Spain, Portugal, and Greece.
The shift became pronounced in summer 2025 across Europe, impacting traditional hotspots like Spain, Portugal and Greece, while boosting destinations including Iceland, Norway, Switzerland, Slovenia, Poland and Scotland. Notably, Nordic countries also experienced unusually high temperatures, challenging assumptions about guaranteed cool relief.
Climate change has made extreme heat events more frequent and intense, fundamentally altering travel risk assessments. Jenny Southan, CEO of trend forecaster Globetrender, identifies this summer as ‘a turning point for European tourism’ where ‘no destination is truly immune to climate volatility.’ Industry data shows 79% of travel advisors report climate impacts directly influencing itineraries.
Key stakeholders include tourists (55% now deliberately choose off-peak travel), tourism-dependent southern economies (tourism represents 18% of Greece’s GDP), industry operators like TUI reporting surging Nordic demand, and emerging destinations like Slovenia confirming increased interest in higher-elevation areas.
The coolcations trend is triggering three major shifts: seasonal redistribution of Mediterranean travel to spring/autumn, infrastructure adaptation in southern Europe, and new overtourism risks in northern destinations. Southern countries are investing in shaded areas and wildfire prevention while northern regions face capacity challenges.
Industry analysts predict permanent changes by the late 2020s: July-August may become a ‘climate risk zone’ for Mediterranean tourism, coolcation destinations must develop sustainable plans, climate-resilient infrastructure investments will become critical, and providers are creating heat-adaptive experiences beyond peak hours.