The “coolcation” trend or when tourists choose Nordic countries to avoid the summer heat

Goodbye heat and hello “cool holidays”: tourists are increasingly choosing a destination in northern Europe to avoid the heat of the Mediterranean countries.

What if you spent the summer… in Sweden or Norway? It’s the latest fashion trend. After a scorching summer season last year, more and more tourists are choosing to escape the heat of Italy, Greece or Spain and are turning to Northern European destinations for their holidays. In Norway, for example, the number of overnight stays by foreigners has increased by 22% in one year, +11% in Sweden. This phenomenon has a name: the “coolcation“, contraction in English of “cool vacation”.

But while May and June were exceptionally warm and sunny on the northern peninsula, summer is known for being unpredictable.

Moreover, at the beginning of July, in Stockholm, where the average temperature is 22 degrees, the weather is very changeable and the sky cloudy. In the colorful alleys of the old town, tourists take shelter from the cool wind blowing on the quays: “As long as you don’t have to put on pants, you’ll be fine.says Marine, a French tourist, ironically. We didn’t want to go to a country that was too hot in summer, that was the goal.” Marine and her fiancé made their reservation in February, remembering the heatwaves of last summer in Perpignan.

“We had 40 degrees, 36 degrees. It’s great for the beach, but for the nights, to unwind, to recover, not to have this permanent leaden blanket, we appreciate it, it’s very pretty, very beautiful, very clean”, says her fiancé. For swimming in the archipelago, however, you will have to come back.

Head to the picturesque atmosphere of the Skansen open-air museum, where you can visit traditional wooden houses, observe moose and brown bears, and grill sausages on the barbecue. “The K-way is mandatory in Sweden, because it rains all the time, so at least you cushion it”jokes Nicolas, who came with his family and his two-year-old son. “For children it’s still ideal, the parks are huge, there are some everywhere. It’s easy to get around with a stroller in museums, restaurants, and the metro. But the ideal is to visit by bike: the paths are very safe and you can quickly reach a beach, or walk in the forest!”

“Coolcation” is not just about seeking cooler places, says Suzanne Andersson, director of Visit Sweden, the Swedish tourism promotion agency: “It is also wanting quieter places, far from crowds, with easy access to nature. We are seeing an increase in searches in this direction for Nordic destinations. And we have room to accommodate! Four out of 10 hotel rooms are empty.”

However, it invites international tourists to come in winter, summer being preferred by international tourists.