Heat Waves Make Northern Europe a 'Cool Vacation' Destination

The intensification of heatwaves in Southern Europe is shifting tourists' summer holiday routes to the north. This trend, which the tourism industry calls a "coolcation," refers to vacationing in cooler destinations rather than hot regions. According to the Organisation for Economic Co-operation and Development's 2026 tourism report, rising temperatures are increasing interest in cool destinations. Tour operators in Norway also state that demand for outdoor activities such as fjords, hiking, and cycling is rising, especially in July and August.

Extreme interest also brings threats. The growing number of visitor arrivals poses a new threat to fragile ecosystems in the region. More than 807,000 commercial overnight stays were recorded in Norway's Lofoten archipelago in 2025. In Scandinavian countries, bird colonies, reindeer, and sensitive vegetation are being affected by tourist density. Tourism researcher Elina Hutton states that some hiking trails have widened to about 20 meters and the surrounding vegetation has been destroyed, and she says that the increasing number of tourists should not be seen merely as an economic opportunity. The Northern Lights play a significant role in tourists' choice of Finland.

The north is also warming. Experts warn that the northern countries of Norway, Sweden, and Finland may not be a reliable "cool refuge" in the long run. Due to climate change, temperatures are also expected to rise in destinations traditionally considered cool. Norwegian fjords have seen great demand in recent years.