The Hague is increasingly drawing tourists seeking milder summer weather as parts of southern Europe contend with extreme heat and wildfires. Known primarily as the seat of government for the Netherlands and home to the International Criminal Court, the city is capitalizing on its cooler coastal climate and scenic surroundings to attract visitors looking for an alternative to hotter destinations.

Situated on the North Sea, The Hague offers seven miles of sandy beaches alongside a historic city center featuring cobblestone streets, canals, and art galleries. Traditionally popular with Dutch and German tourists, the city is now seeing rising interest from other European countries, including Italy and Spain, where recent heat waves have pushed temperatures past 100 degrees Fahrenheit.

Data provided by local officials indicate that overnight stays in The Hague have increased by nearly 60% over the past decade. Visits from Italy and Spain, specifically, have grown by 9% in the last two years, while overall tourism in that period has increased by 7%. This trend aligns with a survey from the European Travel Commission showing that around 16% of travelers across Europe are seeking cooler destinations, such as northern coastlines or parts of Scandinavia.

Despite rising visitors, city officials are cautious about unchecked tourism and its potential implications. They aim to preserve The Hague’s image as a refined and culturally rich destination rather than allowing it to become oversaturated or attract the large party crowds seen in nearby Amsterdam, which is about a 40-minute train ride away. “We have a completely different image, and we cherish that image,” said Marco Esser, director of The Hague & Partners, the city’s marketing agency.

To manage growth, the city has set regulations limiting the number of short-term rentals like Airbnbs. New hotel developments require approval, which city officials said is tightly controlled to prevent market overexpansion. Instead of focusing on summer promotion, The Hague’s marketing efforts emphasize events in the shoulder seasons, such as an autumn surf championship and winter Christmas markets, with the goal of maintaining relatively stable visitor numbers during the peak summer months.

As Europe faces shifting climate patterns, The Hague’s reputation as a “coolcation” destination is likely to strengthen, offering travelers a beach experience without the sweltering heat common in southern European resorts. The city’s approach reflects a balance between welcoming tourists and preserving its distinct character and quality of life for residents.