As July 2026 approaches, travel experts have highlighted a shift in holiday preferences, with travellers increasingly prioritising comfort, crowd levels and unique experiences over simply seeking the hottest destinations. Tim Hentschel, CEO of HotelPlanner.com, notes that while Southern Europe remains popular, many are now exploring cooler, less crowded alternatives.
Canada is a top pick for July, with Canada Day celebrations on 1 July featuring fireworks at Niagara Falls and free events in Ottawa. The Calgary Stampede (3–12 July) offers a taste of Western heritage, while national parks like Banff, Jasper, Yoho and Kootenay provide stunning landscapes for hiking and wildlife spotting. The Yukon’s Ivvavik National Park offers remote Arctic experiences.
For those seeking to avoid crowds, Slovenia and Montenegro are recommended by Sam Bruce of Much Better Adventures. Slovenia’s Soča Valley and Julian Alps offer turquoise rivers and green forests without the masses, while Montenegro’s Durmitor National Park and Tara River Canyon provide adventure and scenery. Lake Bled remains a must-see, but Lake Bohinj offers a quieter alternative.
Scandinavia, particularly Norway, is ideal for cooler July temperatures. Bruce describes Norway as “magic” in midsummer, with endless daylight for fjord kayaking and wild camping. Hentschel adds that Norway’s fjord regions offer comfortable temperatures and dramatic scenery, perfect for nature lovers.
