Last year’s images of exhausted travelers at the Acropolis and Colosseum, dousing themselves with water to combat the scorching 100-degree heat, are still vivid in our minds. The 2023 heat wave that swept across southern Europe brought unbearable temperatures and raging wildfires, leaving even the most refreshing gelato ineffective against the heat. This year, with temperatures expected to soar again, many travelers are rethinking their summer plans. Instead of braving the heat on the Amalfi Coast, they are opting for cooler destinations like Danish beaches or Scottish lakes. According to Virtuoso, summer bookings in Italy are down 29 percent, while Scandinavia sees a 77 percent increase compared to last year. Travel planner Scott Dunn even launched “coolcation” itineraries for Scandinavian destinations, with Finland seeing a 400 percent rise in inquiries.
Northern Denmark’s beaches, traditionally popular with German tourists, have also seen a 71 percent increase in nights spent by U.S. travelers since 2019. Kasper Egelund, CEO of design brand Vipp, which opened a guesthouse in Klitmøller (nicknamed Cold Hawaii), notes that American travelers are increasingly drawn to the area’s wind-swept beaches, good surf spots, and cooler temperatures that rarely exceed 70 degrees. This trend is spreading to other parts of Denmark, such as the Danish Riviera in Zealand, where locals and visitors alike are enjoying the breezy seaside hotels and summer homes.
Scotland, often considered an unpredictable summer destination due to its changeable weather, is experiencing a surge in popularity. Aeneas O’Hara, founder and CEO of Away From the Ordinary, reports an increase in bookings for bespoke trips, particularly for coastal activities like boating around the Scottish Isles. The travel agency, which launched in 2018, has doubled its May bookings compared to last year, attracting clients from hotter states like California, Florida, and Texas. Even historic hotels like Gleneagles are seeing a more diverse group of summer visitors, with American families choosing Scotland over their usual Southern European destinations.
For those who still crave Italy but want to avoid the intense heat, Northern Italy has become a popular alternative. Travel agency SmartFlyer has seen a significant increase in trips to cooler destinations like Lake Como, the Dolomites, and Lake Garda. Forestis, a Scandi-style resort in the Dolomites, has also noticed an influx of U.S. travelers seeking a cooler climate. Owner Teresa Unterthiner attributes this to both the upcoming Olympics and a growing interest in climate-adaptive travel.
The trend toward cooler travel destinations extends beyond Europe. Polar travel has gained popularity as travelers seek out unique experiences in icy places. Will Bolsover, CEO and founder of Natural World Safaris, has seen a 20 percent increase in polar travel from April through August over the past few years. Destinations like Svalbard offer a stark contrast to the heat of southern Europe, providing transformative experiences and a chance to see wild, untamed landscapes. Bolsover emphasizes the urgency of visiting these regions now, before they are irreparably changed by climate change.
In summary, as heat waves continue to make southern Europe less appealing during the summer, travelers are increasingly opting for cooler, more temperate destinations. Whether it’s the beaches of Denmark, the green hills of Scotland, or the icy expanses of the Arctic, these destinations offer a refreshing alternative to the traditional summer hotspots.
