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Are You a Coolcationer? Why Travelers Are Swapping Sun for Snow
Heatwaves are changing the way we plan summer getaways.
For generations, summer vacations carried the same promise: escape to somewhere warm, throw yourself onto a beach, and soak up sun you couldn’t find at home. But in 2025, that promise feels increasingly like a punishment. With record-breaking heat waves gripping traditional hotspots from southern Europe to Southeast Asia, more travelers are realizing that chasing the sun might no longer be the dream. Instead, they’re chasing the chill.
Welcome to the era of the coolcation. Once upon a time, “summer in Norway” sounded like an oxymoron. Now it’s aspirational. Travelers are flocking to fjord cruises where the sun barely sets, bathing dramatic cliffs in golden light. Hiking trails in Lofoten feel blissfully uncrowded compared to the heat-stricken beaches of Spain. In Iceland, travelers trade sand for glaciers, exploring ice caves in t-shirts under the midnight sun. Even Canada’s Maritime Provinces are enjoying a renaissance, their breezy fishing villages offering respite from both heat and overtourism.
The trend isn’t just about comfort. There’s an undercurrent of climate consciousness. Cooling off in lesser-visited destinations helps spread tourism more evenly, alleviating pressure on overburdened hot-weather hubs. Venice, Barcelona, and Santorini—once poster children for summer vacations—are facing visitor limits and sustainability crises. By contrast, cooler destinations welcome the boost. Iceland’s tourism board has leaned into the coolcation idea, framing the country as a summer playground where you can hike, whale-watch, and soak in geothermal pools without breaking a sweat.
For many travelers, coolcations also rekindle the sense of wonder. When you’re not flattened by heat, you actually want to explore. Imagine kayaking among icebergs in Greenland, sipping cider on a crisp evening in Nova Scotia, or cycling across flower fields in Denmark without worrying about heatstroke. Even Japan, known for its spring blossoms and autumn foliage, is marketing its northern island of Hokkaido as a cool summer haven where lavender fields bloom under mild skies.
It’s not that the allure of the tropics has disappeared. Some travelers will always crave palm trees and cocktails. But the new travel aesthetic is shifting. Instead of the obligatory tan, the bragging rights now lie in photos of glaciers, dramatic mountains, and cozy sweaters in July. Coolcations suggest a different kind of luxury: the freedom to move, breathe, and truly enjoy being outdoors.
So when planning your next summer escape, ask yourself—are you going to roast under the sun, or will you find refreshment in the cool embrace of the north? In 2025, the smartest travelers are packing sweaters instead of swimsuits, and they’re happier for it.
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