Traveler Trends: Spending Summer 2024 Somewhere Cold

By: Anneken Tappe · March 06, 2024 · Reading Time: 2 minutes

Avoiding Heat Waves

2023 wasn’t just another warm year — it was the hottest year since global records began.

And record-breaking temperatures are starting to impact traveling trends too. Instead of spending summers at a sunny beach, travelers are starting to look to colder destinations instead, allowing them to avoid both heat waves and crowds.

This phenomenon is now being talked about as “coolcationing”. Iceland, Finland, Scotland, and the Baltic states of Estonia, Latvia, and Lithuania are gaining popularity as travel destinations, for example. And trips to the Arctic were up 235% last year, according to cruise travel agency Iglu Cruise.

While this could provide a boost to local economies, it could also have adverse impacts on the local environment. Overtourism is already a concern in Iceland, for example, which has introduced tourism taxes.

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