Coolcations 2027: Why Travelers Are Escaping the Heat
Summer holidays used to mean one thing: sunshine, beaches, Mediterranean islands and temperatures high enough to guarantee a tan.
But travel habits are changing.
As summer temperatures become increasingly difficult to tolerate in some of the world's most popular tourist destinations, a new type of holiday is gaining attention: the coolcation.
Instead of searching for the hottest beach, travelers are increasingly looking for places where they can walk, explore, sleep and enjoy the outdoors without constantly checking the temperature.
And 2026 has provided some of the clearest evidence yet that this is more than just a catchy travel word.
According to Trip.com data reported in June 2026, searches for "coolcations" increased 74% year over year. At the same time, destinations such as Iceland, Norway, Slovenia, Switzerland and Wales experienced increased interest from travelers looking for alternatives to Europe's hottest summer destinations.
So what could this mean for travel in 2027?
Let's look at why coolcations are becoming important and which destinations could benefit from this changing travel behavior.
What Is a Coolcation?
A coolcation is simply a vacation in a destination with a cooler or more comfortable climate, particularly during the summer months.
The concept doesn't necessarily mean traveling somewhere cold.
For many travelers, the ideal coolcation might mean daytime temperatures around 20°C to 28°C, cool evenings, sea breezes, mountains, forests or access to lakes and rivers.
The idea is simple: instead of escaping to warmer weather, travelers are escaping from excessive heat.
This can completely change the way people think about summer travel.
A destination that was previously considered "too cool" for a traditional beach holiday can suddenly become attractive because it offers comfortable sightseeing, hiking, cycling, wildlife experiences and outdoor activities.
Why Coolcations Are Becoming Popular in 2026
One of the biggest reasons is obvious: summer temperatures are rising.
The Copernicus Climate Change Service reported that June 2026 was the hottest June on record for western Europe. The average temperature over European land was 19.14°C, which was 1.78°C above the 1991–2020 average for June.
That came after an already unusually warm 2025.
The European State of the Climate 2025 report, published in April 2026, found that at least 95% of Europe experienced above-average annual temperatures in 2025. The report also described Europe as the fastest-warming continent.
These numbers matter for tourism because extreme heat doesn't just affect comfort.
It can influence where people stay, what activities they choose and even which month they travel.
Imagine spending €2,000 on a European vacation and discovering that walking through a historic city at midday is simply too uncomfortable.
For some travelers, the solution isn't to cancel the trip.
It's to choose a different destination.
The Coolcation Trend Is Already Visible
The strongest evidence that coolcations could become a major part of 2027 travel comes from actual search behavior.
Trip.com's 2026 European summer data showed a 74% year-on-year increase in searches for coolcations. The platform also identified growing interest in destinations including Iceland, Norway, Slovenia, Switzerland and Wales.
Another 2026 report from Euronews, citing research by Mabrian and Data Appeal, found increasing interest in northern regions such as southern Finland and Norway's Vestland.
Interestingly, travelers aren't necessarily abandoning southern European countries completely.
Instead, some are looking for cooler areas within traditionally warm countries.
Examples include Galicia in northern Spain, Trentino-Alto Adige in northern Italy, and Normandy and Alsace in France.
This could be one of the most important developments in travel for 2027.
The future may not simply be about choosing "North instead of South."
It may be about choosing higher, greener, coastal or more northerly locations within each country.
1. Iceland Could Become a Classic Coolcation
Iceland has almost everything a heat-avoiding traveler could want.
There are glaciers, waterfalls, volcanic landscapes, geothermal areas, black-sand beaches and long summer days.
Instead of spending a summer holiday beside a crowded Mediterranean pool, travelers can explore dramatic landscapes while experiencing a very different climate.
Iceland is also particularly attractive for travelers who want nature rather than traditional resort tourism.
For 2027, its biggest advantage may be its ability to combine cooler temperatures with unforgettable outdoor experiences.
2. Norway: Mountains, Fjords and Fresh Air
Norway is another natural candidate for the coolcation boom.
Its fjords, mountains, forests and coastal towns offer an alternative to conventional summer beach holidays.
According to Euronews, Norway's tourism promotion agency reported that around one in five foreign tourists considers cooler summer temperatures one of the reasons for choosing Norway.
Norway also benefits from something that many hot destinations cannot offer as easily: the opportunity to spend an entire vacation outdoors.
Hiking, kayaking, scenic train journeys, fjord cruises and wildlife experiences can all become part of a coolcation itinerary.
3. Finland and Sweden Could Benefit From the Shift
Scandinavia may be one of the biggest beneficiaries of changing summer travel preferences.
In 2026, Euronews reported strong interest in southern Sweden, where visitors were attracted by mild temperatures, sea breezes and fewer crowds.
Searches for Oslo and Helsinki were also reported to have risen significantly in certain travel markets.
Sweden and Finland offer another important advantage: travelers can enjoy a summer holiday without giving up the feeling of having a proper summer.
There are lakes, islands, forests, cafés, coastal towns and long daylight hours.
In other words, cool doesn't necessarily mean boring.
4. Switzerland: Cool Mountains With Premium Appeal
Switzerland has long been associated with winter tourism, skiing and snow.
But its mountains are increasingly attractive during summer too.
Higher elevations provide cooler conditions than many lowland destinations, while visitors can enjoy hiking, mountain railways, alpine lakes and scenic villages.
The coolcation trend could help destinations rethink the idea of "summer season."
Instead of relying heavily on winter tourism, mountain destinations can potentially attract travelers throughout the year.
This could be particularly important as travelers search for alternatives to extremely hot cities and coastal resorts.
5. Slovenia: Europe's Underrated Coolcation
Slovenia could be one of the more interesting coolcation destinations for 2027.
It combines mountains, lakes, forests, rivers and small historic cities in a relatively compact country.
Lake Bled is already internationally known, but Slovenia has much more to offer beyond its famous lake.
The Julian Alps, Soča Valley and surrounding mountain areas provide opportunities for hiking, rafting and other outdoor activities.
For travelers looking for a European summer experience without the intensity of some Mediterranean hotspots, Slovenia fits naturally into the coolcation conversation.
6. Wales and the Appeal of Green Tourism
Wales represents another side of the coolcation trend.
Instead of chasing tropical beaches, travelers can explore mountains, castles, coastlines, national parks and walking trails.
This type of destination could become increasingly attractive as travelers prioritize experiences over temperature.
The rise of coolcations also connects with another travel trend: shorter trips.
Trip.com's 2026 data showed that European short-haul flight bookings were increasing, while average booked trip lengths during the June-August period ranged from approximately 2.92 to 3.8 days in its analyzed markets.
That means a traveler doesn't necessarily need a two-week holiday to experience a coolcation.
A four-day escape could be enough.
Coolcations Don't Mean the Mediterranean Is Finished
This is important.
The coolcation trend does not mean travelers are suddenly abandoning Spain, Italy, Greece or other traditional summer destinations.
Southern Europe remains extremely popular.
Euronews reported that Greece and Spain continued to record strong tourism performance, while Spanish tourism spending increased by more than 8% year over year in the second quarter of 2026, according to Exceltur data cited in its report.
So the story is more complicated.
Travelers have many reasons for choosing a destination: price, culture, food, beaches, accessibility, flights, accommodation, family preferences and personal interests.
Temperature is only one factor.
The likely change is not the disappearance of hot destinations.
Instead, the timing and geography of travel may gradually change.
Travelers Could Start Moving Their Summer Holidays
One possible consequence of hotter summers is seasonal redistribution.
Instead of visiting very hot destinations in July and August, some travelers may choose spring or autumn.
Others may continue visiting southern Europe but select coastal or mountainous areas.
And another group may simply travel north.
This creates a much more flexible travel calendar.
For example, a traveler might visit Italy in April, Spain in October and Norway in July.
That could reduce the dependence on the traditional idea that "summer vacation" must mean southern Europe.
Coolcations Could Change Hotel Demand
Hotels may also have to adapt.
If travelers increasingly search for cooler destinations, accommodation demand could rise in places that historically experienced a shorter summer tourism season.
This could create new opportunities for hotels, guesthouses, local tour operators and tourism businesses in northern and mountainous regions.
The opportunity isn't limited to accommodation.
Restaurants, transport providers, adventure companies, hiking guides and local attractions could all benefit from longer periods of tourist activity.
In other words, coolcations could gradually create new tourism economies.
The Biggest Coolcation Mistake: Assuming Cooler Always Means Better
There is an important reality check.
Climate change doesn't mean every northern destination will remain cool.
The 2025 European climate report showed that heatwaves reached areas as far north as the Arctic region. In July 2025, parts of sub-Arctic Fennoscandia experienced a three-week heatwave, with temperatures above 30°C in areas near and within the Arctic Circle.
So travelers shouldn't assume that "northern" automatically means cold.
Weather remains unpredictable.
A coolcation is about reducing the likelihood of extreme heat, not guaranteeing perfect weather.
Travelers should still check local forecasts, heat warnings, wildfire conditions and transport information before traveling.
What Will Coolcations Look Like in 2027?
If the 2026 trend continues, coolcations in 2027 may become less of a niche travel idea and more of a normal holiday-planning option.
Travelers may search for destinations using terms such as:
- Best cool destinations in Europe
- Where to escape the summer heat
- Cool places to visit in July
- Coolcation destinations 2027
- Best European destinations for summer
- Where to travel during a heatwave
- Cooler alternatives to Mediterranean destinations
Travel companies may also begin promoting destinations around temperature and comfort rather than simply beaches and sunshine.
Hotels could advertise shaded outdoor spaces, air conditioning, mountain locations and access to lakes.
Tour operators could create "heat escape" itineraries.
And travel bloggers may increasingly publish guides comparing traditional summer hotspots with cooler alternatives.
The Future of Summer Travel May Be About Comfort
For decades, tourism marketing taught travelers to chase the sun.
The emerging coolcation trend suggests that the definition of a perfect summer holiday may be changing.
For some people, the dream vacation is still a Mediterranean beach under a cloudless sky.
For others, it may be a Norwegian fjord, a Swiss mountain village, a Finnish lake, an Icelandic waterfall or a quiet Welsh hiking trail.
The key difference is comfort.
As extreme heat becomes a more visible part of the European summer, travelers are gaining another reason to rethink where and when they travel.
And that's why Coolcations 2027 could become one of the most interesting travel trends to watch.
The future of summer tourism may not be about finding the hottest place on the map.
It may be about finding the perfect place to breathe.
Sources
Copernicus Climate Change Service — Record heatwave brings hottest June for western Europe during second-warmest June globally (2026)
HTTP URL — Copernicus Climate Change Service
European State of the Climate 2025 — ECMWF (2026)
HTTP URL — European Centre for Medium-Range Weather Forecasts
European State of the Climate 2025 — Copernicus Climate Change Service
HTTP URL — Copernicus Climate Change Service
Europe summer travel trends: Short breaks, family holidays and coolcations drive demand — Euronews (2026)
HTTP URL — Euronews
Will the ‘coolcation’ travel trend change the geography of international tourism? — Euronews/AFP (2026)
HTTP URL — Euronews
Unpack ’26 Summer: The Trends in Travel — Expedia Group (2026)
HTTP URL — Expedia Group
Expert voices: How climate change is reshaping the summer holiday — University of East London (2026)
HTTP URL — University of East London
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