Journeys by Design

For decades, summer travel has been synonymous with sunshine, soaring temperatures and crowded beaches. But a growing number of travellers are turning that idea on its head. Enter the ‘coolcation’ – one of the fastest-growing travel trends that’s reshaping how people choose their holidays.

A coolcation is exactly what it sounds like: a holiday to a destination with milder temperatures, fresh air and comfortable climates, particularly during the peak summer months. Rather than seeking out 35°C heat in traditional Mediterranean hotspots, travellers are increasingly choosing destinations such as Scandinavia, Iceland, Scotland, the Canadian Rockies and Northern Europe.

So, what’s driving this shift?

Escaping Extreme Summer Heat

One of the biggest factors behind the rise of coolcations is the increasing prevalence of extreme temperatures across many popular holiday destinations. Southern Europe has experienced record-breaking heatwaves in recent years, leading many travellers to reconsider what they want from their summer escape.

For families, active travellers and those simply looking to explore comfortably, spending a week sightseeing in temperatures approaching 40°C can be less than ideal. Cooler destinations offer a refreshing alternative, allowing visitors to enjoy outdoor activities, cultural experiences and natural landscapes without the challenges of excessive heat.

The Appeal of Nature and Wellness

Today’s travellers are seeking more than just a sun lounger by the pool. Increasingly, holidays are centred around wellbeing, meaningful experiences and reconnecting with nature.

Cooler-climate destinations often deliver these experiences in abundance. Whether it’s hiking through Norway’s spectacular fjords, exploring Iceland’s dramatic volcanic landscapes, discovering Scotland’s rugged Highlands or enjoying the pristine lakes of Finland, coolcations offer travellers the opportunity to slow down, switch off and immerse themselves in some of the world’s most breathtaking scenery.

The cooler temperatures also make outdoor adventures more enjoyable, from walking and cycling holidays to wildlife encounters and scenic road trips.

Less Crowded, More Authentic Experiences

Another reason travellers are embracing coolcations is the desire to avoid overcrowded tourist hotspots.

While many traditional beach destinations experience peak visitor numbers during the summer months, cooler regions often provide a more relaxed atmosphere. Travellers can enjoy authentic local culture, charming towns and stunning natural attractions without battling large crowds.

For many people, this creates a more enriching and memorable holiday experience.

The Best Coolcation Destinations for 2026

Some of the most popular coolcation destinations we’re seeing this year include:

• Norway and its world-famous fjords
• Iceland for dramatic landscapes and geothermal wonders
• Scotland’s Highlands and islands
• Finland and Swedish Lapland
• Denmark’s coastal regions
• The Faroe Islands
• Canada’s Rocky Mountains
• Ireland’s Wild Atlantic Way

Each offers a unique blend of scenery, culture and adventure, with comfortable summer temperatures that make exploring a pleasure.

Is a Coolcation Right for You?

While classic beach holidays will always have their place, coolcations are proving that summer travel doesn’t have to revolve around chasing the hottest temperatures.

For travellers seeking comfort, stunning scenery, active experiences and a chance to escape the crowds, a cooler destination may be the perfect choice.

As travel trends continue to evolve, we’re helping more clients discover destinations they may never have previously considered—and many return wondering why they didn’t try it sooner.

If you’re thinking about your next holiday and would like expert advice on the best coolcation destinations, itineraries and travel options for 2026 and beyond, we’d be delighted to help you plan a trip that’s perfectly suited to your travel style.