Why travellers are escaping the heat — and redefining summer
As global summers grow hotter and more crowded, a quiet shift is taking place in the way people choose to travel. Instead of chasing sun and heat, travellers are beginning to move north — toward cooler air, calmer landscapes, and a slower rhythm of summer.
This is the idea behind a coolcation.
Defining the coolcation
A coolcation is a summer holiday taken in a naturally cool climate. Rather than beaches and heatwaves, it focuses on fresh air, long daylight, nature, and physical comfort.
It is not about doing less — it is about doing things more gently.
Coolcations favour forests over cities, lakes over pools, hiking paths over crowded promenades. Days are active but unhurried. Evenings are cool enough for sleep without air conditioning.
Why coolcations are becoming a trend
Several forces are driving this change in travel behaviour:
Rising summer temperatures
Southern Europe now regularly experiences extreme heat during peak holiday months. Many travellers are seeking destinations where movement, rest, and sleep remain comfortable.
Crowding and overtourism
Traditional summer hotspots have become congested and expensive. Coolcation destinations offer space, silence, and a sense of privacy.
Wellbeing-led travel
Travellers increasingly prioritise physical comfort, recovery, and mental clarity. Cooler climates support better sleep, longer outdoor days, and less physical strain.
Climate awareness
Choosing destinations with naturally mild temperatures reduces reliance on artificial cooling and heavy infrastructure.
The Nordic summer advantage
Lapland offers a version of summer unlike anywhere else. From late spring to mid-summer, daylight stretches deep into the night. The air stays crisp. Nature is fully awake.
Days are spent hiking across fells, swimming in clear lakes, or simply being outdoors without exhaustion. Evenings unfold slowly — no rush indoors, no need to escape the heat.
This is summer without intensity. Bright, but never overwhelming.
Cool climates, deeper experiences
In cooler destinations, travel naturally becomes more immersive. You walk more. You sleep better. You notice details — light moving across trees, reflections on water, the sound of wind.
A coolcation is not about novelty. It is about quality of time.
Instead of ticking off sights, travellers settle into place. They cook slowly, sit outside longer, and feel present throughout the day.
A new definition of summer luxury
Luxury summer travel is changing. It no longer means excess heat, packed itineraries, or artificial comfort. It means ease. Space. Natural balance.
Coolcations offer a return to summer as it once felt — breathable, restorative, and quietly memorable.
In the North, summer does not demand attention.
It simply gives you room to live within it.
