Rising summer temperatures in southern Europe are driving tourists north, with Edinburgh, Glasgow and Belfast among the biggest winners
Scotland and Northern Ireland are enjoying a surge in overseas visitors this summer as Europeans turn away from southern heatwaves in favour of the UK’s cooler climates.
New data from online travel agency eDreams Odigeo, which tracks more than 200 million daily searches across 44 markets, shows flight demand for UK destinations rising sharply — with Scotland emerging as a standout “coolcation” hotspot.
Searches for flights from Italy to Edinburgh climbed 19% year-on-year in June, while demand for Glasgow was up 20%. Further north, Inverness recorded a 44% jump in searches from Italy, and Aberdeen saw a 12% rise from Spain.
The trend extends beyond Scotland. Belfast has enjoyed a surge in interest since 2022, with flight searches up 73% from France, 67% from Italy, 41% from Portugal and 30% from Spain.
While southern Europe endured soaring heat of up to 48°C in July, temperatures in Scotland peaked at 32°C and Northern Ireland at 25°C. That contrast has made the UK a more appealing option for travellers seeking a more comfortable summer climate.
The data also highlights the strength of the longer-term shift. Over the past three years, searches for flights from Italy to Edinburgh have risen by 103%, underlining the growing appeal of northern Europe as global warming reshapes holiday habits.
The trend comes as a welcome boost for the UK’s tourism industry. VisitBritain forecasts that international visitor spending will reach £33 billion in 2025, up from £31.5 billion last year.
Pablo Caspers, chief travel officer at eDreams Odigeo, said: “Our data highlights a growing appetite for ‘coolcations’ — destinations that offer an escape from the intense summer heat. More travellers are prioritising comfort and climate when making holiday choices.”
A recent poll of 10,000 holidaymakers by the company across seven countries found that 68% would change their travel plans — whether shifting dates or destinations — to avoid extreme weather conditions.
For travel operators, airlines, and hoteliers in Scotland and Northern Ireland, the figures suggest opportunities to position themselves not just as leisure destinations but as year-round alternatives for meetings, incentives and corporate retreats. With southern Europe at risk of further disruption from climate extremes, UK destinations may find themselves competing in a new category of weather-proof, business-friendly locations.