Climate Crisis Reshapes European Summer Tourism: The Rise of ‘Coolcations’

Europe’s summer tourism landscape is undergoing a significant transformation, largely propelled by the escalating climate crisis and an evolving traveler ethos. Amidst record-breaking heatwaves and widespread wildfires, a discernible shift is emerging as tourists increasingly pivot away from traditional, sun-drenched Mediterranean hotspots. This trend favors destinations characterized by milder temperatures, lower crowd densities, and unique experiential offerings, presenting both formidable challenges and novel opportunities for the continent’s vital travel and hospitality sectors.

• Europe’s summer tourism is significantly changing due to climate crisis and evolving traveler preferences.
• Tourists are increasingly moving away from traditional Mediterranean destinations.
• The shift is driven by extreme heatwaves and widespread wildfires.
• New preferred destinations offer milder temperatures, fewer crowds, and distinct experiences.
• This trend creates both challenges and new opportunities for the European travel sector.

The Evolving Landscape of European Summer Tourism

The imperative for this behavioral adjustment stems directly from the increasingly severe summer conditions impacting Southern Europe. Temperatures have consistently soared above 40 degrees Celsius (104 Fahrenheit) in many regions, fueling devastating wildfires that have strained local infrastructure, prompted mass evacuations, and rendered popular beaches inaccessible. This climate volatility underscores a broader vulnerability, as noted by Jenny Southan, CEO of Globetrender, who characterized the current period as a “turning point for European tourism,” emphasizing that no destination remains truly immune to climate-driven disruptions. Even traditionally cooler Nordic countries, such as Norway, Sweden, and Finland, have reported alarmingly high temperatures, challenging the perception of guaranteed summer relief in Northern Europe. This dual pressure has accelerated a pre-existing shift: travelers are actively avoiding peak heat periods, opting for cooler coastal or alpine locations, rescheduling trips to spring and autumn, and exploring higher-latitude destinations from the Baltics to the Scottish Highlands.

The Rise of “Coolcations” and Changing Preferences

This evolving preference has given rise to the phenomenon dubbed “coolcations” — a portmanteau for vacations pursued in cooler climes. Data from the European Travel Commission (ETC) indicates that despite broader economic uncertainties, travel remains a high priority for Europeans. However, heightened concerns about overcrowding, coupled with extreme weather, have led tourists to prioritize less popular or “off-the-beaten-track” destinations for their summer getaways. Miguel Sanz, President of the ETC, stated that travelers “increasingly prefer quieter destinations and trips outside peak seasons.” This sentiment is echoed by industry leaders; a survey from global travel network Virtuoso revealed that 79% of advisors agreed extreme weather events impacted travel planning, with 55% reporting clients choosing off-peak travel due to the climate crisis. Nicholas Smith, holidays digital director at Thomas Cook and eSky Group, confirmed the surge in alternative seasonal choices, identifying the ‘coolcation’ as a rapidly rising trend among British travelers. Destinations like Iceland, Norway, Switzerland, and increasingly Poland, are attracting those seeking active vacations, comfortable weather, and experiences with greater depth. The central European nation of Slovenia, with its higher-elevation, cooler locales, has also emerged as a beneficiary of this trend, receiving growing interest for its diverse, nature-centric opportunities throughout the year.

Economic Implications for Traditional Hotspots

While this diversification of travel patterns may offer some respite from overtourism in Europe’s most saturated areas, it poses significant economic challenges for southern European economies heavily reliant on the tourism sector. Countries such as Greece, Spain, and Portugal derive substantial portions of their gross domestic product (GDP) from tourism — accounting for approximately 18%, 12.3%, and 11.9% respectively, according to the latest available data. A sustained shift away from these traditional summer strongholds could have profound fiscal consequences.

Despite the growing interest in Nordic destinations, tour operators note that bookings for these regions remain relatively low compared to the enduring appeal of established Mediterranean favorites. Linda Jonczyk, a spokesperson for TUI, Europe’s largest tour operator, highlighted that “Classic sun and beach destinations around the Mediterranean continue to be high in demand — Spain, Greece and Turkey are and remain the undisputed favourites.” Meanwhile, national tourism authorities in affected countries are actively managing these challenges. Portugal’s national tourism authority, Turismo de Portugal, maintains that summer demand in key regions remains robust, emphasizing the country’s prepared tourism infrastructure and contingency measures designed to ensure minimal disruption. They affirm that airports and ports operate at full capacity, with summer arrivals matching or exceeding previous years’ figures in critical areas.