"Gone are the days of tirelessly chasing the scorching sun and sweltering heat," proclaims the association's website. They claim a new vacation trend is developing, the so-called "coolcation." This trend reflects travelers' growing desire to visit destinations with moderate temperatures, particularly as climate change leads to extreme heat in southern Europe.
As climate change brings extreme heat to southern Europe, more and more people are opting for trips in destinations with lower temperatures. This shift indicates a significant shift in traveler preferences, prioritizing comfort over traditional sun-seeking vacations.
Visit Norway urges travelers to 'escape the scorching sun and intense heat and head North for a refreshing summer vacation!' highlighting the appeal of cooler destinations amid rising temperatures and increasingly severe climate conditions in popular Mediterranean locations.
A study carried out by the EU Commission last year found that rising temperatures are likely to affect the tourism industry. The study indicates a clear north-south pattern, suggesting that as some areas become less desirable, others in cooler climates may thrive.
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