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Baby boomers and travelers who first go to the so-called “cool‘Trend by avoiding the peak hot spots of Europe in favor of cool lifts – For example, northern and Baltic countries.
Extreme Summer heatCombined with problems and overpopulation, they influence where people decide to go on vacation.
For some, a trip to the Mediterranean directions such as Italy, Greece and Spain in July and August, lost its shine.
Instead, a growing wave of vacationers appears to be the advantage of summer trips to Northern Europe to avoid blisters.
“When you return to Post-Pandemic, 2022 and even in the summer of 2023, we saw that South Europe will simply be popular,” said CNBC Intrepid Travel James Thornton.
“It felt like everyone just had to go back to the mediterranean, to italy, to greece, to spain, becay they have the opptunity for a couple of years Crowded, it was competen, and you have seeing various natural challenges happy – offten as a result of Change climatesaid Tornon.
“What we saw in the opposite direction – in 2024 and now in 2025, the demand for people wanting to travel at the peak of summer, in July and August, to the point that will traditionally be cool, north -European directions,” he added.
Leaf Gulf at the Lafaten archipelago in northern Norway in the Norwegian Sea.
Drawing alliance Drawing alliance Gets the image
For his customers in the UK, Thornton said that Intrepid Travel was observed by 50% increase in orders in Istland, Estonia and Scandinavia in July-August period, and reservations moved to the shoulder season.
Booking Intrepid Travel to Italy in April to June and September-October jumped by 16%, while Greece rescued for the same periods, increased by 37%.
The order to Southern Europe for July-August, however, decreased by 15%, Tornton said, adding that it expects this trend in the coming years.
“The days of summer vacation on Southern Europe are similar to what they can be numbered,” Thordon said.
“Conscious Decision”
In particular, the two largest drivers of this year were Baby Bumers, from 1946 to 1964, for the first time travelers between the ages of 18 and 35, said Thornton.
“Growth largely coming from children’s boomers in the 50s and 60s. Thus, the children left the house, the mortgage pay off, more free time to go out and look at the world and perhaps less affected by the pressure on life,” Tornton said.
“The second group is actually at the opposite end of the scale, which is the first time travelers. Thus, for these people they are young in their careers, often conditioned by the experience of possessions and reality at home … less relevant, and maybe less achievable.”
On August 12, 2024, the firefighter shows how it coordinates the fight against forest fire in the articular region.
Aris Oikon | AFP | Gets the image
Rome, Barcelona and Athens Usually a function Among the most popular summer directions of Europe. But the conditions that arise in Southern Europe have reached a great time.
Last year Europe drag its the warmest summer on the record and the company prevent This record heat in March can nourish the conditions for tougher thermal waves and fires in the coming months.
Jenny Sautan, CEO of Globetrender, leading the World Travel Agency, said it expects the Coolcation trend to intensify as the consequences of climate change are worsening and becoming more unpredictable.
“The Coolcations trend reflects the conscious decision of the increasing consumers to avoid the most intense summer heat and forest fires that occur in certain parts of the world annually,” said CNBC.
“Instead of avoiding hot spots to MED completely, for example, they go in the spring and fall, whereas in July and August they choose places such as Norway and Finland, which are more moderate,” she added.
Who is the winners of this trend?
For the North -European countries, such as Sweden and Estonia, the trend develops coolness is an economic opportunity.
Press -Secretary of the Marketing Firm Visit to Sweden said while Coolcations It can be considered a “new driving force”, it is difficult to say whether they are the main reason for any lift in tourism.
“The game has a lot of driving forces when deciding on rest and rest.
The sun is no longer worshiped.
Jenny Sauatna
CEO Globetrender
For its part, the tourist council of Estonia stated that it “certainly welcomes” an increasing desire among the holidaymakers to pursue more cool ones.
“We view this as a longer-term trend, as other factors, as well as the temperature, can also affect consumer behavior, such as constipation in some popular resorts and an increasing desire to go into more peaceful places and restore communication with nature,” said Annel Lepp, director of the Estonian Tourist Council.
Leppa said she did not expect the site of mass movement of travelers looking for a traditional vacation on the beach to book a trip to Estonia, noting that the Baltic States “seeks to attract those seeking more active, hiking and adventurers in the open air.”
The remaining wooden pier on a sunny day in Smoland in Sweden.
Dutch network Istock | Gets the image
Southan Globetrender said one of the benefits of travelers seeking softer temperatures at the peak of summer would stop overpopulation in places that were previously flooded by tourists.
“It will be able to dump and balance your year for the economy so that they do not work for four months (as they do in Ibiza and many Greek Islands).
In the following years, Sauatna said most people would try to leave the places they live If it becomes too hotNoting that in Italy there are Ares who have demonstrated this behavior for decades.
“The sun is no longer worth bowing,” Sautan said.
