British tourists are increasingly turning away from traditional holiday destinations in southern Europe, such as Spain and Portugal, as extreme heat makes these locations less appealing. According to experts, travellers are seeking out cooler climates, a trend dubbed 'coolcations'. Data from travel insurance provider Multitrip.com reveals that 30% of UK holidaymakers now choose cooler destinations.
Rising temperatures drive shift
Spain and Portugal, long-time favourites among British tourists, have seen temperatures soar above 40°C in popular hotspots this summer. This has prompted a rethink of holiday plans. Daisie Whitaker, Travel Lead at Hatch, noted that year-on-year interest in Sweden has grown by 1.2%, with similar increases for Norway, Switzerland, and Iceland.
Tim Hentschel, CEO and Co-Founder of HotelPlanner, recommends swapping Lisbon for Galway in Ireland, and Barcelona for Bergen in Norway, as temperatures in these cities reach extreme levels.
Booking data confirms trend
Lee Thompson, co-founder of solo travel company Flash Pack, said that his company's booking data shows spikes in cooler destinations whenever the UK experiences a heatwave. "On a really hot day, we can see sales of winter trips double compared to a typical day," he revealed. "Trips to Finland, Iceland and even Antarctica see a noticeable uplift, with travellers looking to get as far away from the extreme heat as possible."
Alex Trimis, CEO and Co-Founder of Welcome Pickups, told the Daily Express that tourists often arrive unprepared for heat in cities like Rome, Athens, Seville, Naples, and Antalya, where temperatures regularly hit 40°C and above in July and August, exacerbated by humidity, crowds, and the urban heat island effect.
Alpine and Scandinavian escapes gain popularity
Interest in mountain destinations is also rising. Marcus Blunt, Co-Founder of Heidi, reported that Google Trends data shows UK search interest for "alpine summer" is up 82% year-on-year. The European Travel Commission's spring/summer 2026 report found that nearly 6,000 respondents ranked 'pleasant, stable weather' as the second most important factor when choosing a destination (15%).
Annajane Güzel, VP Marketing at Generator, said their booking data reflects growing interest in 'coolcations'. "Travellers swap the euro summer for a breezy Scandi-summer, with Copenhagen and Stockholm leading the charge, alongside Dublin," she said. In June, Copenhagen saw occupancy levels at 89.5%, Stockholm at 87.1%, and Dublin at 82.2%.
