Scottish Highlands benefiting from ‘coolcation’ trend
BBC News reports on the shift in summer tourism patterns, favoring cooler destinations like the Scottish Highlands over hotter southern European areas due to climate change.
Climate Change Redraws Europe’s Summer Tourism Map
- Wildfires, droughts, and record-breaking heatwaves are making summers uncomfortable in southern Europe.
- Scotland and northern European nations, however, offer a welcome respite with more temperate climates.
Data Supports the Trend
- Visitor numbers to northern Europe were up 10% from April to June 2025 compared to the same period in 2024 (European Travel Commission).
- Searches for cooler summer destinations increased by 74% from January to April 2025 (Trip.com).
- Awaze, an European holiday rental group, noted a three-fold rise in "escape the heat" searches and a four-fold increase in "coolcation" searches in recent months.
UK Trends
- Cottages.com reports that its Scottish portfolio has been the most viewed during this summer.
- The National Trust for Scotland observes an 8% increase in visitor numbers compared to last year, with many praising the cooler climate.
Shifting Preferences
- Wealthy UK families are moving away from destinations like Tuscany towards the Scottish Highlands.
- Scotland’s tourism promotion has evolved, focusing on its temperate environment rather than rugged landscapes.
Global Examples
- The Hague in the Netherlands has emerged as a "coolcation" destination, attracting visitors seeking relief from southern Europe’s heat.
