By All Things Nordic
As southern Europe sweltered under yet another record-breaking summer, a new trend quietly took hold across the continent: the “coolcation.” A blend of cool and vacation, the word captures a shift in travel habits that feels almost revolutionary in a warming world — holidays at low temperatures. In July and August 2025, when thermometers in Paris and Athens touched 40°C, both the Eiffel Tower and the Acropolis were temporarily closed due to extreme heat — a stark symbol of what the new normal looks like in an age of climate crisis. While southern landmarks lay deserted, travelers began looking north. Scandinavia, long associated with icy winters and serene summers, suddenly became the destination for those escaping heatwaves, drought, and suffocating humidity.
The Coolcation Boom
From the fjords of Norway to the forests of Finland, the Nordic countries have seen record tourism levels. According to official data, 2023 marked an all-time high for overnight stays across the region — including Denmark, Finland, Iceland, Norway, and Sweden, and semi-autonomous territories like Åland, the Faroe Islands, and Greenland — a 4% increase from 2019. The European Travel Commission reports that climate conditions now influence the travel decisions of 28% of Europeans, surpassing traditional factors like price (22%) or safety (18%). In summer 2025, bookings from Spain, Italy, and France to northern Sweden surged by over 50%, while flight searches from Rome to Gothenburg grew by 507% year-on-year. Even Copenhagen Airport registered its busiest summer ever, up 7%.
From Overheat to Overtourism
Initially marketed as a sustainable escape from mass tourism and extreme weather, coolcations now face a paradox of their own: the north is getting crowded too. As Mediterranean resorts see an 8% drop in visitors, Nordic landscapes — once the epitome of solitude — are beginning to feel the strain. The Norwegian port of Ålesund, for example, welcomed more than 700,000 cruise passengers in 2024, prompting local authorities to ban buses from the Aksla viewpoint and limit large vessels in UNESCO-protected fjords. From 2026, a 3% tourist tax will be introduced in selected destinations, while only zero-emission small boats will be allowed to enter the famous fjords. For larger ships, the rule takes effect in 2032 — a gradual attempt to manage overwhelming demand.
A Scandinavian Soft Power
The appeal of Scandinavia, however, goes beyond temperature. Design, gastronomy, and wellness all play their part in the region’s growing allure. Sanctions on Russia following its invasion of Ukraine have also diverted cruise itineraries once bound for St. Petersburg toward Nordic ports. Meanwhile, national tourism boards are seizing the momentum. Visit Sweden recently launched a playful campaign titled “Get Sweden Prescribed by Your Doctor” — claiming that time spent in nature and cultural life improves mental and physical health. In Denmark, the government aims to raise tourism revenues to 200 billion Danish kroner (nearly €27 billion) by 2030, up from 164 billion in 2023. Over the summer, Copenhagen even rewarded visitors who arrived by bike or train with free museum entry — an inventive blend of climate awareness and hospitality marketing.
Between Preservation and Profit
Yet the coolcation trend highlights a deep contradiction: how to balance economic growth with environmental preservation. The very places that attract visitors for their pristine beauty — from the Lofoten archipelago to the aurora-lit skies of Tromsø — risk being transformed by the influx of buses, campers, and cruise liners. As the Mediterranean struggles with desertification and heat, the Arctic North faces its own invisible challenge: protecting fragile ecosystems from the weight of their newfound popularity.
For now, the Nordic message remains a warm one: “Tourists Welcome.” But the question lingers in the cool, crisp air — how long can the North stay cool?
