This year, 22 July was the hottest day on record, when the global average surface air temperature reached 17.09 degrees Celsius. In fact, some scientists believe that this year could be the hottest year since the weather was recorded, thanks to climate change and El Nino.
What does this have to do with travel?
“The impact of climate on the travel industry is very gradual as opposed to causing a company to make a major shift,” Truist equity analyst Patrick Scholes told Reuters. “But companies are gradually adapting, some faster than others.”
It is a trend that is currently being felt around the world.
Earlier this year, Norwegian Air established 10 new routes between northern Norway and European cities Meanwhile, Norwegian Cruise Line announced new itineraries aboard six ships across Alaska, Canada and New England for summer 2026. Royal Caribbean Group is also increasing its Alaska capacity.
Even the number of plane tickets for international arrivals in Norway, Ireland and Sweden were up by 19%, 13% and 11% respectively this European summer.
At Travel24 in Sydney earlier this year, Accenture’s Head of Cultural Forecasting Michelle Newton, discussed more travellers looking for cooler temperatures on their next holiday. It’s a global trend that dovetails into an increase in sustainable tourism.
“Global boiling sees us seek out cooler climates in a bid to beat the heat. We know that 56% of global travelers say that as temperatures soar closer to home, they’re going to use their vacation to cool down somewhere else,” said Newton at Travel24.
“The days of tourism taking its toll on our planet and our communities are really at an end. The signals here are really strong. By 2030, 4 billion people will be exposed to at least one month of health-threatening extreme heat. 51% of global travellers report that climate change will impact how they plan their vacation and where they go.”
Virtuoso recently released its 2025 Luxe Report for Australia and New Zealand, revealing an increased interest in ice-related escapes.
“The ‘cool-cation’ trend shows no signs of slowing down, as more travellers request cold-weather destinations to escape the rising temperatures and avoid crowds,” stated the brand.
“Antarctica, with its expanding cruise options and pristine landscapes, has surged in popularity, climbing from fourth place last year to first among the top destinations to watch. Norway also ranks in the top five for the first time, reemphasising the trend toward northern European countries.”
However, it is worth noting that the top global destinations are still enjoyed during warmer seasons, including Italy, Japan, Greece, France and Croatia respectively.
According to David Smyth from travel consultancy Forward Travel, the term ‘cool-cation’ is not new, but it’s certainly on the rise, thanks to evolving travel trends and marketing language.
“It is often used to target younger, social media-savvy travellers. It resonates particularly well with millennials and Gen Z. Like other trend-driven travel terms such as ‘glamping’ or ‘bleisure’, it has found a natural home on platforms like TikTok and Instagram, where visually striking and unique travel experiences have a special appeal,” he told travelBulletin.
Of course, one of the other benefits of booking a holiday during a cooler climate is taking advantage of shoulder season, when costs are lower, something which savvy consumers are conscious of in the current economic climate.
Smyth has also noticed a recurring theme in his clients searching for destinations with milder climates to avoid extreme heat, whether it’s for health, or a desire to comfortably enjoy outdoor activities.
“It isn’t just about escaping the heat; it’s also gaining popularity among younger travellers as a way to describe destinations they consider exciting or trendy,” he explained.
“For instance, someone with a passion for trekking and volcanoes might choose to visit Ecuador to explore the Avenue of Volcanoes and refer to the experience as a ‘cool-cation’. This reflects the shift in travel trends and terms amongst the younger demographic.”
There is a long list of spectacular cold destinations featuring natural wonders that guests can take advantage of.
Of course, there are the spectacular Northern Lights, the pristine Norwegian fjords and even the vibrant landscapes of Vietnam and Cambodia.
Smyth has noticed that Patagonia is also attracting many travellers, thanks to its cooler temperatures, glaciers and dramatic mountain landscapes. Meanwhile, the Canadian Rockies, Scotland and Iceland are regularly requested by his clients.
“Patagonia’s (Argentina and Chile) rugged landscapes, cool temperatures, and sense of adventure make it the ultimate ‘cool-cation’ destination,” he said.
“You can marvel at the towering peaks of Torres del Paine National Park, walk alongside the magnificent Perito Moreno Glacier, or cruise through icy fjords to spot whales and penguins. The remote, untamed beauty of Patagonia is perfect for those seeking tranquillity in a cooler climate.”
