Are Cool-Cations the Future of Travel?

It’s the end of August and I’m hiking in Gstaad, Switzerland, listening to the chimes of cowbells faintly echo in the cool mountain air.

While I’d typically be on a beach in the Mediterranean this time of year, 2024’s record-breaking heat waves have marked a turning point for the planet—and summer vacations. July saw not one, but three of the hottest days ever observed worldwide. These sweltering temperatures across Southern Europe and beyond, have brought upon the rise of “coolcations”—the trend of traveling to destinations that offer a reprieve from stifling weather.

“While weather has always been a factor for travel—winter storms during the holidays, hurricanes in the summer—the heat wave across Europe last summer followed by the wildfires in Greece and Maui had a profound effect,” says Misty Belles, vice president of global public relations at travel agency network Virtuoso.

While Italy and Greece are perennial favorites, more travelers are shifting the timing of their Southern European vacations—or abandoning them altogether. This year, Virtuoso saw a significant increase of 44% in travel to cooler destinations like Canada, Finland, and Iceland in June, July, and August, while warmer destinations only saw a slight 0.5% decrease, says Belles.

In the Swiss Alpine region of Gstaad, long a magnet for the international jet-set, the population swells from 8,000 to 20,000 every ski season. Over the past three years, however, summer has become an equally popular time to visit. I quickly discovered why: cool mornings, followed by highs in the mid-70s and crisp evenings created the perfect conditions for hiking to alpine dairy farms, sparkling lakes, and viewpoints overlooking verdant slopes dotted with wooden chalets.

Late summer also offers travelers a deeper look into the well-preserved culture of the Bernese Oberland region. Stick around for the end of August and you’ll likely catch the annual Gstaad Züglete tradition, when farmers lead their cows (adorned with flowers and artisan-crafted bells) down from the mountains and into the five valleys. And with multiple glaciers including Glacier 3000, home to the world’s first suspension bridge connecting two mountain peaks, cooling down is just a matter of going up.

But with glaciers shrinking at an alarming rate, there’s also more of a need for travelers to make responsible choices—whether that be embracing train travel or opting to stay at eco-minded hotels. At The Alpina Gstaad, a 56-room luxury boutique hotel perched on a hill overlooking the Gstaad village, sustainability has been artfully woven into the sleek mountain retreat—the first in Switzerland to be awarded a Gold certification by sustainability benchmarking group EarthCheck. Alongside its interiors clad with reclaimed barn wood and local stone, you’ll find a lavish Six Senses Spa and plastic-free amenities including cozy felt slippers that guests are encouraged to take home.

Taking a coolcation need not mean forgoing the beach completely, however. Scandinavian destinations near water, such as Skåne in southern Sweden—which boasts nearly 250 miles of coastline, long sunny days, and abundant swimming opportunities—have also reported an increase in overnight stays. Meanwhile, the Danish Riviera is having a moment, with towns like Tisvilde boasting reinvigorated seaside hotels and restaurants.

On Vancouver Island in British Columbia, Canada, with an average summer temperature of 70 degrees, a coolcation comes with opportunities to responsibly interact with the wild splendor of the Pacific Ocean, mountains, and old-growth rainforests. Travelers can book a carbon-neutral orca whale-watching experience in Victoria with the Prince of Whales or embark on a glamping experience at Clayoquot Wilderness Lodge near Tofino, which boasts 25 tented suites, a restaurant, and a spa almost entirely powered by solar energy—no air conditioning necessary.

In a world of now-sweltering destinations, it’s likely coolcations will become even more popular in 2025 and beyond. And hopefully, with more travelers realizing the importance of protecting the world’s icy corners, there’s also the opportunity to preserve what we have left.