C‘They were once the August holidaysthe refrigerant dives and the noun under the umbrella. They were there and there are no more. The climatic crisis is changing our idea of vacation: the seaside one, between southern Italy, Greece and Spain, appears increasingly tiring and sweaty (if not burned by fires) than regenerating. More and more, in the next summers, the priority will therefore be to find a cold and not too crowded place in which when the heat will escape. See the voice Coolcation, neologism born in 2024 from the merger between “cool” and “vacation”, to indicate fresco holidays. Those to pass – Poetry! – With a sweater on the shoulders in the evening and the quilt at night. From an investigation by the Bit Observatory, The trend is called “unstoppable”, Pushed by the urgency, the record temperatures that are redesigning global tourism is escaped.
Coolcationholiday trend in fresh 2025
In the United Kingdom, online searches for “Cooler Countries” and “Cooler Holidays” have increased by +2590% and +120% respectively in the last ten years. And with a accelerated not for a short time after the summer of 2023, due to that traumatic event that were the fires in the Greek islands. Simon King tells it in this article on BBC. The myth of the Mediterranean holiday, already a little declined, has crossed. Go the flames, South Europe appears not only too hot but also at the risk of extreme climatic events: Not what can be considered a desirable summer tourist destination.
The impact of the climatic crisis on the Mediterranean
The Mediterranean, Once synonymous with sunny beaches and iconic seaside resorts, today it is increasingly vulnerable to the extreme effects of the climate, between prolonged heat waves and drought. This is how millions of tourists begin to look north, looking for freshest altitudes and more liveable landscapes. According to the report of April 2025 of the European Tourism Commission28 percent of European vacationers give priorities to destinations with mild temperatures, worried by the impact of climate change on their holidays.
The most desired destinations by Italians for one Coolcation
The favorite destinations? Of course Sweden, but also Denmark, Iceland and, for those who can, Alaska and Greenland.
Closer to us, Edreams conducted a survey to evaluate the influence of the weather conditions in travelers’ programs, noting how Italians are particularly interested in Eastern Europe. Among the most growing destinations for the number of research carried out compared to 2024 they emerge Slovakia, Lithuania and Poland. There is no shortage of great classics like Belgium and United Kingdom, while those who dream of living a real Nordic experience look to Norway and Finland.
Santander, in the region of Cantabria, in Spain.
Among the most sought after cities compared to last summer stands Rouenbut the Spanish destinations are to be towed: from Bilbao to La Coruña, passing through Oviedo and Santander.
The same survey highlights how the climate is now a real needle of the scale in the travel plans of the Italians also in the selection of the ideal moment to leave. In fact, one in four (25%) has already started prefer the half seasons – To avoid the extreme heat and enjoy more mild temperatures. Even at the cost- again- to give up the traditional holidays of August.
From Slovenia to Jutland, the suggestions of The Times
Other suggestions? Between The 15 destinations suggested by The Times there are comblooux, in High Savoy, France, for families. But also the coastal village of Ljugarn, on the green island of Gotland, Sweden. A bicycle holiday in the famous Austrian lakes district (also known as Salzkammergut).
And a stay near Lake Bohinj, in the Triglav National Park, in Sloveniaspectacular region and still outside the tourist routes, between forests and mountains.
The Wadden Sea beach, in Jutland. Photo Susy Mezzanotte
Or the Denmarkperhaps to explore the wild and windy north of the Jutlandbetween wavy dunes and infinite beaches, where you can sight the seals that cram in the sun and observe the mixing of the seas.
Again, a Morzine, for a DIVE – ACTION TO CHILDREN – In Lake Montrondi, about 48 km In the east of Geneva. Or a trip to Vatnajökull, in Icelandin the largest national national park in Europe, where a vast glacier and its numerous ice languages interact with off and active volcanoes.
Coolcation in the mountains of northern Italy
But it is not said that intercontinental flights or long journeys are needed to find refreshment: Northern Italy and Alpine areas can also be fine. According to Enit (National Tourism Agency) estimates for the summer 2025, 18.6 million international airport arrivals are expected (+17.9% compared to 2024), with over 7.7 million tourists directed precisely towards these areas, ideal destinations for those looking for fresh and nature.
Overall, 10.6 million international accommodations have already been booked for the summer season between June and September, with a growth of 4.6% on the previous year. Parallel The average duration of stays in the mountains also grows, which exceeds 6 nights, a sign of an increasingly oriented question for immersive and quality holidays.
The phenomenon of coolcation thus intercepts both domestic tourism, already consolidated and An international demand in constant expansion towards lakes, mountains and hill villages. According to the Touring Club Study Center, the mountain has now also passed the cities of art in the ranking of summer destinations (19% against 17%).
Paragliding on Lake Molveno (Freedome)
Coolcation, and change the type of holiday
But, changing the type of destination, The type of holiday also changes, both in Italy and abroad.
Instead of static relaxation on crowded beaches, seasoned with a little beach volleyball, open air experiences in spectacular natural contexts. Like those proposed, for Italy, from the specialized portal freedome. For example? Biose paragliding flight between Brenta Dolomites and Lake Molveno, baptism of the rafting at the foot of Mont Blanc or walk with Alpaca in the woods near Bormio.
The same applies, to say a specimen, for Norway: its charm is naturally not only in temperatures but in what it offers. Excursions on glaciers, spectacular fjords and long hours of light.
Overurism risk also in Norway?
Already today in Norway the effects of this new interest in Coolcation worry. The complaints for tourism more and more mass have led to the introduction of a 3%tourist tax. And here theThe main problem is not that the Overurism removes authenticity from the places. The problem is the pressure on nature. The influx of new flights to Tromsø led to a 15% increase in tourist arrivals between 2023 and 2024, with an increase expected for 2025.
But above all, the hiking paths and villages on the fjords are recording a number of visitors that far exceeds their ability to manage flows in a sustainable way. In places such as the Lofoten and Geiranger islands, the local population has expressed concern about traffic congestion, waste management, access to emergency vehicles and the environmental impact of cruise tourism.
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