As heatwaves reshape summer travel, the Nordics are emerging as the go-to “coolcation” destination.
Discover why Sweden, Norway, and Finland are attracting record numbers of British travellers in 2025—and how to plan a refreshing, experience-led escape.
Forget the sun-drenched beaches of the Med—this summer, British travellers are heading north. With temperatures across southern Europe soaring to record highs, the Nordics have become the season’s most sought-after escape. Travel data reveals a staggering 263% year-on-year increase in interest for Sweden, Norway, and Finland, as holidaymakers pivot toward cooler climates and immersive outdoor experiences.
The rise of the “coolcation”—a term coined to describe holidays in temperate destinations—is more than a passing trend. It’s a response to climate fatigue and a growing desire for restorative travel. According to Silvena Nonev, Travel Expert at Scandinavia Private Tours, the shift is as much about wellbeing as it is about weather.
“The Nordics offer the perfect balance: mild summer temperatures, vast natural landscapes, and cultural experiences that feel refreshingly authentic,” says Nonev. “From hiking Norway’s fjords to cycling through Swedish archipelagos or witnessing Finland’s midnight sun, travellers are choosing destinations that nourish both body and mind.”
This new wave of travel is particularly resonant with families, solo travellers, and wellness-focused guests. Longer daylight hours encourage exploration, while the cooler climate makes outdoor activity more enjoyable and less taxing. Nonev notes a marked increase in demand for tailored experiences—guided hikes, fjord cruises, and cultural immersion trips that go beyond the typical tourist trail.
“It’s not just about escaping the heat,” she adds. “It’s about creating lasting memories in serene, meaningful environments. Travellers are seeking connection—to nature, to culture, and to themselves.”
For business travellers, the Nordics also offer a compelling alternative for summer retreats and incentive travel. With world-class infrastructure, sustainable hospitality, and a strong emphasis on experiential luxury, destinations like Bergen, Stockholm, and Helsinki are well-equipped to host executive escapes that blend productivity with pleasure.
Planning your coolcation: key tips
- Book early: Demand is high, especially in peak summer months.
- Go active: Hiking, kayaking, and biking are ideal ways to enjoy the landscape.
- Use the light: Take advantage of extended daylight for sightseeing and photography.
- Choose curated tours: Local guides unlock hidden gems and deepen cultural understanding.
As the climate continues to shape travel decisions, the Nordics are proving that cool can be the hottest ticket of all.