Susan Taylor’s perspective shifted after a visit to Ireland in August 2023. Unlike her home city of Austin, Texas, which was experiencing sweltering heat and humidity, she discovered agreeable and moderate temperatures upon arriving in Belfast.
She commented, “The climate was wonderfully cool and pleasant.” She added, “I truly enjoyed it.”
This journey altered the travel habits of Taylor, a retiree. Instead of choosing warm destinations, she opted to concentrate her trips on regions with milder climates. She remarked, “You invest a significant amount of money in these holidays. Is it truly desirable to be in an overcrowded place with 90-degree temperatures and no air conditioning?”
With a significant portion of the globe enduring unprecedented temperatures because of global warming, numerous previously favored travel spots are observing their summers change, particularly in Europe. Confronted with intense heatwaves, many Italian locations experienced up to a 25% decrease in visitors during June and July of this year. Elevated temperatures have compelled Athens, frequently recognized as a key destination, to close the Acropolis during the hottest parts of the day. Urban planners in Paris are already preparing for days reaching 122°F, which they anticipate are not far off.
Travelers are becoming aware of the intense heat, and frequently, are modifying their travel plans. Consequently, places previously less considered, such as the Rocky Mountains and Australia, are experiencing an increase in summer tourists.
EF Go Ahead Tours, the travel organization Taylor used for her journey, recently conducted a survey regarding this trend. Their findings indicated that over fifty percent of American and Canadian travelers from the older Millennial, Gen X, and Baby Boomer generations reported that severe summer heat was impacting their international travel decisions. The primary cooler destinations preferred by summer tourists, based on the survey, encompass the Rocky Mountains, Denmark, Sweden, Norway, Finland, Australia, and New Zealand.
Heidi Durflinger, CEO of EF World Journeys USA, stated, “When we observe significant shifts in particular global regions, travelers gravitate towards slightly cooler destinations.” She added, “They aim to visit locations that are not as warm during the peak summer months, or to travel during the off-season to places that are somewhat milder and more pleasant at that time of year.”
In 2024, global tourism accounts for 8% of worldwide carbon emissions, according to a report. Nevertheless, as individuals persist in exploring the planet, the survey by EF Go Ahead Tours suggests that travelers of all age groups are increasingly conscious of climate change’s effects and the travel sector’s influence on sustainability; a 2024 study indicates that 75% of international travelers wish to travel with greater environmental consideration. Frequently, this heightened awareness is also influencing vacation choices and locations.
Sweden stands among the nations that have observed a surge in tourists seeking colder destinations. Visit Sweden, the country’s tourism authority, first noted an increase in visitors as global pandemic lockdown measures started to relax. However, upon investigating this trend, which many travelers have termed “coolcations,” they found that numerous visitors desired more than merely milder weather. Susanne Andersson, CEO of Visit Sweden, explained, “It extended beyond just the climate. There was a deeper layer to that trend—tourists were venturing to less populated areas, aiming to engage with nature sustainably.”
Earlier this summer, Taylor visited Norway, and intends to spend the remainder of the summer in Sweden, Finland, Estonia, and Iceland. As she travels more, she has inadvertently persuaded other tourists to modify their travel patterns. This past summer, she encountered travelers who had been in Italy’s Dolomite mountains and complained about the absence of air conditioning and the oppressive heat.
Taylor observed, “Frequently, as Americans, we are conditioned to consider destinations like Hawaii or national parks, but during the summer, regrettably, due to global temperature shifts, it becomes progressively hotter, more uncomfortable, and less enjoyable.” She concluded, “I believe many individuals are now beginning to select their travel destinations with this consideration.”
