European heatwaves drive summer tourists to cooler north

The trend of 'coolcations'—vacations in cooler regions—has gained significant traction in recent years, seemingly reaching a peak in 2026. European travelers, fatigued by ongoing heatwaves, are increasingly opting for northern destinations over Mediterranean locales in search of more temperate climates. It remains uncertain whether this is merely a passing trend or a lasting change in the tourism landscape. With summer temperatures in Europe often nearing 40 degrees Celsius (100 degrees Fahrenheit), cooler climates have become highly sought after. Two tourists from Marseille, Daniel and Florence Gastaldi, enjoyed a tour of Stockholm's Old Town, relieved to escape the heat. Northern tour operators report that visitors are delighted by daytime highs below 30 degrees and refreshing sea breezes, along with fewer crowds compared to southern Europe.