Amidst exhausting heat waves and raging wildfires across Europe, travelers are abandoning traditional summer destinations en masse, opting instead for cooler, quieter, and less crowded locations. This trend, known as “coolcations” (from the English words “cool” and “vacation”), marks a significant shift in tourist preferences.
This summer has been marked by record-breaking heat across Europe: in some regions, temperatures soared well above 40°C, triggering widespread wildfires. According to Jenny Southan, CEO of the travel trends forecasting agency Globetrender, the summer of 2025 will be a “turning point for European tourism, highlighting that no destination is immune to climate volatility.”
Heat waves and fires at popular resorts in Spain, Portugal, and Greece have caused significant damage to local infrastructure, leading to mass evacuations and the closure of beaches. Alarmingly high temperatures were also recorded in Northern European countries such as Norway, Sweden, and Finland, challenging the long-standing belief that Northern Europe remains a “cool oasis” in the peak of summer.
“This double blow has accelerated an already emerging shift in behavior: travelers are avoiding periods of extreme heat, favoring cooler coastal or mountainous regions, rescheduling trips for spring and autumn, and experimenting with destinations at higher latitudes — from the Baltics to the Scottish Highlands,” Southan noted.
Data from the European Travel Commission (ETC) confirms that travel remains a top priority for Europeans despite economic uncertainty. However, rising concerns over overcrowding at resorts are pushing tourists to spend their summer holidays in lesser-known places, while interest in traditionally popular destinations declines.
Thomas Cook reports a surge of interest in alternative seasonal options. European destinations such as Iceland, Norway, Switzerland, and Poland are attracting tourists who value active leisure, comfortable weather, and “truly immersive experiences.” Slovenia has also become a beneficiary of the coolcation trend, with growing demand for its high-altitude resorts.
This shift in travel priorities could have serious economic consequences for Southern European countries that rely heavily on tourism. Nevertheless, Europe’s largest tour operator, TUI, notes that demand for classic Mediterranean sun-and-beach destinations such as Spain, Greece, and Turkey remains strong.
Experts predict that by the late 2020s, the peak tourist season in the Mediterranean may shift to May–June and September–October, while July–August could become a “climate risk zone” for mass tourism. As a result, southern destinations will be forced to invest in climate-resilient infrastructure, promoting alternative leisure opportunities beyond the midday sun.
Meanwhile, Northern Europe — once considered a niche summer destination — may face its own version of “overtourism.” Adapting to this new reality is becoming a key factor for thriving in the era of climate change.