Travellers Flock to Nordic Countries for 'Coolcations' Amid Rising Summer Heat

As heatwaves intensify across southern Europe, travelers like Cati Padilla from Tenerife are seeking respite in cooler Nordic destinations. Far from her home in the tourist hotspot of Tenerife, Padilla is among a growing number of travelers escaping the sweltering heat for more temperate climates in Nordic countries. Nations like Norway and Sweden in northern Europe are now promoting "coolcations" to attract visitors to their refreshing environments.

"To escape the heat," said Padilla while on holiday with her friends, explaining why she left the Canary Islands in summer. "Norway attracted our attention a long time ago because of the green landscape, the mountains, and the ice," added the civil servant in her fifties as she journeyed along the "troll path," a serpentine mountain route leading to the fjords.

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In 2023, foreign overnight stays surged by 22 percent in Norway and 11 percent in Sweden, according to official statistics. This increase was mainly driven by the lifting of Covid-related restrictions in 2022 and a decline in the value of Scandinavian currencies. A survey in Germany for tourist organization Visit Sweden revealed that two out of five people plan to change their travel habits due to the southern European heat, opting for different seasons or cooler destinations.

"Coolcation is not just about the weather," said Susanne Andersson, head of Visit Sweden. "It's about traveling to places where it's a little bit cooler both in the weather but also cooler in the sense of not having too many people."

Many travelers are now turning away from overcrowded Mediterranean beaches and the heatwaves that have led to forest fires and the partial closure of historic sites like the Acropolis in Athens. Instead, they prefer taking a dip in a lake or fjord or enjoying a mountain hike in relative isolation.

The Appeal of Coolcations

When British tourist Pam disembarked from a cruise ship on the majestic Geiranger Fjord, a UNESCO World Heritage site, she anticipated cool weather. Instead, she found herself in sandals and a t-shirt, rather than the raincoat and woolen clothes she had packed. "It's been wonderful," said the resident of Lichfield city in west-central England. "It's still not that hot that you can't walk."

“It just does not interest me now to sit on a sunbed, read a book, get up, go and have something to eat and come back to the sunbed. I'd rather visit places, learn about their history, and just look at beautiful places,” Pam explained.

UN climate experts report that the frequency and intensity of extreme heat events and the duration of heatwaves have "almost certainly" increased since 1950 and will continue to do so with global warming. By 2050, half of Europe's population could face high or very high heat stress in summer, with heat-related deaths potentially doubling or tripling with temperature rises of between 1.5 degrees Celsius to 3C.

"Spain is a no. Greece is a no," said 74-year-old French pensioner Gerard Grollier, as he disembarked from a coach in Geiranger village in western Norway. "The climate is much more pleasant," explained his daughter, Virginie, a financial adviser. "We have not protected our planet, and now that is impacting tourism."

Rising Popularity of Nordic Destinations

The capital of Lapland in northern Finland, Rovaniemi, recorded a 29 percent jump in overnight stays last year. "You can feel the 'coolcation' here. The trend started years ago but has increased with the hot summers in southern and central Europe," said Sanna Karkkainen, who promotes tourism in Rovaniemi.

However, the influx of tourists seeking coolcations is not without its challenges. Issues such as a surge in Airbnb properties and unruly tourists have arisen. "Our main concern is having too many people at the same time," emphasized Jan Ove Tryggestad, former mayor of a Norwegian village where a cruise ship carrying 6,000 passengers and 2,000 crew members had just docked.

"It's a small village here. In Hellesylt, there are between 280 to 300 winter inhabitants. Obviously, it's a bit of a culture shock when suddenly a small town, by European standards, turns up," he added. "But we adapt."

As travelers continue to seek cooler destinations amid rising temperatures, Nordic countries are increasingly becoming popular spots for those looking to escape the heat and enjoy the serene, scenic landscapes. The trend of coolcations highlights the changing travel preferences driven by climate change and the quest for more sustainable and comfortable holiday options.