Hurtigruten’s vice-president of sales and marketing for the UK and EMEA, Iain Powell, tips Scandinavian destinations to continue growing in popularity amid soaring Mediterranean temperatures
The traditional image of a summer holiday has long been synonymous with sun, sea, and sand. Yet, as our planet’s temperature rises, a new trend is emerging: ‘coolcationing’.
This shift in traveller preference is seeing an increasing number of people seeking respite from the sweltering heat by opting for cooler climates. Statistics tell a compelling story, and Iglu.com reports that after last year’s record-breaking temperatures, many tourists are now looking for cooler holiday spots for 2024.
Google Trends, meanwhile, shows searches for “cooler holidays” have surged by 300% compared to a year ago. A combination of factors are driving this surge in interest.
Firstly, the increasing frequency and intensity of heatwaves in many parts of the world makes traditional beach holidays less appealing. According to The Copernicus Climate Change Service, recent years have seen numerous climate records broken, with heatwaves and wildfires affecting vast areas of Europe, Asia, and North America.
In July 2023, temperatures in Sicily reached 47°C, while Sardinia climbed up to 48.2°C, both recording their hottest day in history since records began. Southern Europe, in particular, has seen unprecedented temperatures, making its once-desirable summer destinations less attractive to those looking to avoid extreme heat.
Secondly, there’s a growing awareness of the environmental impact of tourism. Travellers are increasingly seeking more sustainable and responsible options.
As a result of this, operators have noted a surge in interest for cooler holiday destinations this summer, with more people opting for Scandinavia when it comes to their summer getaway.
Norway in particular has been highlighted as a popular choice for travellers seeking somewhere with more manageable temperatures, as highlighted by the story in this week’s edition of Travel Weekly. With its pristine fjords, towering mountains and idyllic towns, it’s no wonder Norway is leading the charge.
In regions like the Mediterranean, overtourism has led to overcrowded beaches, strained local resources, and in some areas, a diminished quality of life for residents. Scandinavia, especially Norway, offers an antidote to this, with vast, open spaces and a focus on responsible tourism practices, making it a prime location for agents to promote to eco-conscious consumers. Robust measures in place in Scandinavian countries designed to preserve their natural landscapes and promote eco-friendly tourism also make them an ideal choice for such travellers.
But coolcationing is not just about escaping the heat. It’s about immersing oneself in a different kind of holiday. While Scandinavian countries are known to be a paradise for outdoor enthusiasts, offering a plethora of activities from hiking and kayaking to fishing and wildlife spotting, they also offer the chance for a slower paced, more reflective trip. Norway has the world’s second longest coastline, and sailing with the likes of Hurtigruten offers a chance to relax while enjoying the natural beauty of the region.
While the likes of Norway and Sweden are famed for offering a magnificent viewpoint of the Aurora Borealis, it’s important we equip agents with information to paint a vivid picture of their full potential across the seasons, and inspire travellers to embark on their own adventure.