The Coolcation Trend Is Heating Up, And The Numbers Prove It

Forbes

5 days ago

The Norwegian fjords are an attractive coolcation option for travel in Norway.
getty
Once considered a niche escape for adventurers and cruise lovers, Norway is now a summer destination in demand.
The rise of so-called coolcations is no longer just a talking point among media and travel influencers. The latest data shows the trend is real, measurable, and only gaining momentum.
Coolcations are vacations to cooler climates, as opposed to a typical sun-soaked summer break. In Europe, it signals the move away from traditional Mediterranean resorts and towards Scandinavia.
According to Scandinavian airline SAS, bookings from southern Europe to Norway have surged dramatically for the summer 2025 season.
Compared with last year, flight bookings from France are up 22%, while Stavanger has seen a 38% increase in arrivals from Spain, Italy, and France. The southern city of Kristiansand is experiencing a 52% jump, pointing to a broader shift in how Europeans are planning their summer holidays.
'For many, Scandinavia's cool climate is no longer a disadvantage,' said Thomas Thessen, chief analyst at SAS, in an interview with Norwegian newspaper VG. 'In fact, it's become a key reason to book a trip.'
It's not just airlines seeing the shift. A recent report from the European Travel Commission (ETC) found that 28% of European travelers now actively seek cooler-climate destinations in order to avoid extreme heat during the summer months.
The change is especially pronounced among visitors from countries that were heavily affected by heatwaves in 2023 and 2024, including Spain, Italy, and Greece.
Data shows 2024 was Europe's warmest ever year on record, with record temperatures in central, eastern and southeastern regions. Severe storms and flooding were widespread, claiming at least 335 lives.
The term coolcation is a portmanteau of "cool" and "vacation", and it first entered use in mainstream travel media around 2023. But it was 2024 that saw the idea explode.
Search interest in related terms has grown 300% year-on-year, and global travel network Virtuoso reported a 44% increase in bookings to cool-climate destinations like Norway, Iceland, and Canada.
The appeal of Norway lies not just in the temperature, but in what it offers in contrast to the south. Think: glacier hikes instead of beach clubs, mountain cabins instead of mega-resorts and clean, quiet fjords instead of overcrowded coastlines.
With long daylight hours and a growing number of sustainable tourism options, the country checks multiple boxes for climate-conscious travelers.
Tour operators and airlines are responding accordingly. Norwegian Air is among several airlines to add new routes to Tromsø, while smaller cities like Ålesund, Bodø and Kristiansand are seeing a spike in both land-based and cruise arrivals.
The implications go beyond summer 2025. 'We expect this trend to continue. Climate is becoming a primary factor in destination choice,' said Thessen.
However, not everyone in Norway is happy about the developments. Mass tourism complaints are on the rise and have led to the upcoming introduction of a 3% tourism tax.
However, Norway's issues are different from the ones facing major European vacation destinations such as Amsterdam or Barcelona. The biggest problem is pressure on nature.
Popular hiking trails and remote fjord villages are seeing visitor numbers that far exceed their capacity to manage them sustainably. In places like Lofoten and Geiranger, locals have expressed concerns about traffic congestion, waste management, emergency vehicle access and the environmental impact of cruise tourism.
That's not to say urban areas escape the issues completely. The influx of new flights to Tromsø led to a 15% increase in tourist arrivals between 2023 and 2024, with yet more expected in 2025.