Rising numbers of visitors headed for destinations in northern Europe in the summer of 2026, seeking respite from the heat.

For years, summer holidays in Europe have followed a familiar pattern: head south in search of sunshine. But climate change is beginning to turn that logic on its head.

As temperatures rise across southern Europe, traditionally popular destinations are facing increasingly difficult summer conditions, from extreme hot temperatures to wildfires and water shortages.

Rather than abandoning summer travel, some tourists are beginning to change the destinations they want to spend time in. The trend has even acquired a name: the “coolcation”. For an individual traveller, this can be a sensible response to rising temperatures. A cooler destination can make outdoor activities more comfortable and allow people to continue taking summer holidays while avoiding the most intense heat.

For northern European destinations, this could look like an opportunity. Northern Europe (defined as Denmark, Finland, Iceland, Ireland, Norway, Sweden and the UK) recorded a 10% increase in visitor numbers between April and June 2026, compared with the same period in 2025, according to the European Travel Commission.

One travel agent reported seeing a rise in........

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