Extreme heat and excess tourists in the traditional destinations of southern Europe, such as the Algarve, are increasingly travelers to opt for cold destinations. Countries like Norway, Finland and Iceland become attractive alternatives, offering mild temperatures, preserved nature and lower tourist density. The change of preference is directly related to the search for more sustainable experiences and the need to escape extreme phenomena such as forest fires and heat waves.
According to the analysis of the virtuous, reports, the international network of luxury travel agencies, reserves for locations such as Canada, Finland and Iceland increased 44% in 2024. In parallel, Dragon Pass registered reservations for Sweden, Norway, Denmark and Finland last year, still expecting an additional 30% rise this summer. The trend is reflected in all travelers’ profiles, from young adventurers to families in search of tranquility.
What are the coolcations
This new trend of traveling to cold destinations during summer has become known as coolcations. The word combines “cool” (fresh) with “vacation” and translates a growing demand for cooler environments and authentic experiences, far from the multitudes of traditional summer destinations.
Companies such as Intrepid Travel, which carried more than 40,000 travelers to Iceland, confirm the strong demand. According to CEO James Thornton, there is “enormous potential for growth” in Scandinavian countries, thanks to their conscious and immersive tourism model.
The advantages of cold destinations
In addition to more comfortable temperatures, cold destinations offer unique landscapes, endless days of sunlight and outdoor activities such as walks, observation of glaciers and dive in icy waters. Northern Iceland, for example, becomes accessible in summer, allowing you to visit places like Lake Myvatn.
Andy Marsh, from Polar Escapes, highlights the growing interest in travel to Svalbard in summer, where travelers can try ice and fjords even in the hot season. This search shows that the holiday concept is evolving to more nature -related experiences.
Sustainability and community connection
Another important factor for choosing cold destinations is the bet on sustainability. Concern with environmental preservation, ecological public transport and certified accommodation are increasingly valued elements by travelers.
James Thornton further emphasizes that today “tourism is more about creating human connections than lifting barriers.” Tourists seek significant experiences, capable of promoting the feeling of belonging and community.
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The risk of overrism in new destinations
Despite the advantages, increased tourism in traditionally more isolated zones raises concerns. Cities such as ReaquiVik, Iceland, and Bergen, Norway, they are already beginning to feel the effects of a growing tourist flow.
Expat Expat Megan Vila, warns of the need for careful management: “Remote villages and scandinavian natural parks may not be prepared to receive large crowds.” The risk of environmental degradation is a real threat if growth is not controlled.
Strategies to manage growth
Aware of this challenge, several Nordic countries are implementing policies to promote the dispersal of longer visitors and stays. The discovery of less known regions and conscious tourism is encouraged as a way to protect local ecosystems.
These efforts aim to ensure that tourism growth is sustainable and that local communities benefit from the arrival of new visitors without seeing their compromised everyday.
Travel to cold destinations: advantages and challenges
Despite the appeal of cold destinations, there are also disadvantages that should be considered. Travel tends to be more expensive, with high prices of accommodation and transportation, especially in remote areas.
In addition, tourist infrastructures are not always fully developed. In some regions, restaurant options, transportation services and even English communication can be limited.
What to expect from a coolcation
A coolcation requires planning and flexibility. It is important to reserve accommodation in advance and be prepared for unpredictable weather conditions. Transport logistics, especially outside the capitals, can be complex.
Even so, for those who value nature, tranquility and authentic experiences, traveling to cold destinations can be a truly enriching experience.
The transformation of the holiday concept
Coolcations are not just a passing fashion. They represent a true transformation in the way people think their vacation, favoring contact with nature and respect for the environment. As climate change aggravates extreme phenomena, it is expected that more and more tourists are expected to opt for these new destinations, deeply altering the world of world tourism.
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