As rising temperatures and frequent heatwaves make southern European destinations increasingly uncomfortable, many British holidaymakers are shifting their travel preferences toward cooler climates in northern Europe. Recent data indicates a significant surge in demand for so-called “coolcations,” with destinations like Scotland, Scandinavia, and particularly Norway gaining popularity.

A study revealed that three out of four British travelers believe that traditional holiday hotspots such as France, Spain, Greece, and Cyprus will become too hot to visit by 2030. Online search activity supports this trend: queries for “coolcations” have increased by 420%, while searches for “escape the heat” are up 300% over the past three months, according to Awaze, the parent company of Hoseasons and cottages.com. Travel Counsellors, a Manchester-based travel agency, reported a 25% rise in trips to northern European countries, with Norway seeing particularly strong demand. Hospitality group Hyatt further noted that bookings for Sweden have more than doubled in the last three years.

Experts attribute these shifts to changing climate patterns and the growing intensity of heatwaves in southern Europe. Ilan Kelman, professor of disasters and health at University College London (UCL), warned that southern European destinations are likely to transition from being popular summer escapes to places travelers actively avoid during the hottest months. He emphasized the broader implications of climate change on holiday habits.

From a physiological perspective, Peter Sammonds, a professor of geophysics and climate risks at UCL, highlighted the challenges posed by sustained high temperatures. "The human body struggles to cope with 33°C weather," he said, urging British tourists to recognize the health risks associated with heat in southern Europe, similar to conditions in traditionally hot destinations like Egypt or Cyprus. Sammonds noted that many travelers are currently unprepared for this shift, often overlooking such risks when visiting countries like France.

Dr. Liz Bentley, chief executive of the Royal Meteorological Society, pointed to long-term climate change as a key factor increasing both the frequency and severity of heatwaves across southern Europe. She suggested that British holidaymakers will need to adapt by considering cooler northern nations or altering travel periods to avoid peak heat, such as by booking trips earlier or later in the year.

These changes signal a potential reconfiguration of summer travel patterns, as climate impacts drive holidaymakers to seek more temperate environments for their vacations.