During the intense heatwave of 2023, temperatures across Europe reached around 100 degrees Fahrenheit, and wildfires became a common sight. Even a refreshing pistachio gelato couldn’t alleviate the scorching conditions.
This year, with temperatures expected to rise again, travelers are reconsidering their destinations. The Amalfi Coast is losing its charm as a summer getaway, with many opting for the cooler beaches of Denmark or the serene lakes of Scotland. Virtuoso reports a 29 percent drop in summer bookings for Italy, while Scandinavia has seen a 77 percent increase in bookings compared to last year. Travel planner Scott Dunn has capitalized on this trend by offering “coolcation” itineraries, spotlighting destinations like Finland, which has seen a 400 percent spike in inquiries. Northern Denmark, traditionally a favorite among German tourists, has experienced a 71 percent increase in nights booked by U.S. travelers since 2019. These visitors are flocking to the region for its windy, sandy beaches, surprisingly good surfing spots, and consistently cool temperatures that rarely exceed 70 degrees.
Just an hour from Copenhagen, in Zealand, the Danish Riviera has become a popular retreat for those looking to escape the heat. Known for its summer homes owned by Copenhagen residents, the area is now attracting a surge of tourists. Many are booking stays at breezy seaside hotels like Helenekilde, while others are enjoying day trips to this coastal paradise.
In Scotland, often considered an unpredictable summer destination due to its variable weather, tourists are embracing the cooler climate and picturesque landscapes. Boating around the Scottish Isles has gained popularity, with companies like Away From the Ordinary seeing a significant rise in bookings. This company, which launched in 2018, has doubled its May bookings from the previous year and now draws clients from hot states like California, Florida, and Texas. Gleneagles Hotel and Spa, a luxurious resort set in a historic castle near Edinburgh, continues to be a summer hotspot, now catering to a more diverse and heat-weary crowd.
For those who can’t quite give up their Italian vacations, Northern Italy has become the place to be. SmartFlyer, a travel agency, reports an increase in bookings to the cooler regions of Italy for summer 2024. In 2023, a record 47 percent of Italy-specific travel through the agency’s global partners was directed to Northern Italy, making up 34 percent of their business. This trend shows that even in Italy, travelers are seeking out cooler escapes during the sweltering summer months.
