The number of passengers who booked flights from mainland Europe to Scandinavia in July and August, increased by 35% compared to the same period last year, according to Scandinavian Airlines' (SAS) data shared with us. Denmark saw the sharpest increase (+60%), followed by Norway (+25%) and Sweden (+20%).
“We’re seeing growing interest in Sweden, Norway and Denmark, driven by a desire for nature, open spaces, a slower pace of life and more authentic experiences,” Alexandra Lindgren Kaoukji, head of communications at SAS, told us. “It’s a trend we’ve seen building over several years, and one that is now clearly reflected in our bookings.”
Why? According to the European Travel Commission, more than three quarters of Europeans say climate-related factors influence their travel behaviour. Among those adapting their plans, 16% actively seek destinations with milder temperatures, while 15% avoid destinations prone to extreme heat or check weather forecasts before booking.
“My holiday booking was definitely based around the Scandinavian countries being cooler in summer than other European countries. I went to Canada last year and loved how fresh the air felt and that there were lakes, forests, and mountains to enjoy,” tourist Anna Fenn told us. “I’ve no desire to go anywhere that hits above 30 degrees, far too hot for my Irish skin!”
Looking ahead, two in three Europeans say they would modify their travel plans in response to climate-related disruptions or official safety advisories. But that highlights a wider concern. “Coolcations provide a rather visible illustration of a larger problem: climate adaptation risks becoming a commodity,” Harald Sterly, human geographer at the University of Vienna, told us.
“The ability to be mobile is very unequally distributed,” Sterly explained. “Wealthier households can change holiday destinations, spend part of the summer elsewhere, or improve or cool their homes. Lower-income households and vulnerable populations, on the other hand, have far fewer options.”
Tourism's northward shift can also have significant economic consequences for the places left behind. This summer's record droughts, for instance, majorly impacted popular river tours in central Europe. “‘Regular’ summers have had moments where the water levels drop and cause us to make adjustments, but usually it’s a handful of itineraries affected. This year, it has affected every ship and company on the rivers, non-stop for the last 2.5 months with no end in sight,” a river cruise operator organising tours on the Rhine, Moselle and Danube rivers, among others, told us. “There have been massive cancellations, which hurt us big time because we had to refund people.”
As extreme heat becomes more persistent, people may increasingly choose to holiday, work, retire or even permanently live in cooler places.
But while individual mobility can offer an escape from rising temperatures, it cannot be the only solution. Destinations will need to adapt, and not just for tourism. “Policy responses need to keep places safe and liveable for everyone, for example through heat-resilient housing, passive cooling, urban shade and greening, heat-health protection, labour protection, etc. Many of this goes beyond what individuals can do,” Sterly said.
“Ideally, mobility should be an adaptation choice, not an adaptation privilege or a forced fate.”