In recent years, the tourism and travel industry has witnessed how climate change influences and impacts destinations across the world. This has impacted the rise of the new trend “coolcation”, where travellers increasingly seek out cooler climates for their vacations. This shift in travel behaviour can be attributed to the rising temperatures and the consequent changes in preferred holiday destinations.
Understanding Coolcation
Coolcation refers to travellers’ deliberate choice of taking their vacation at destinations with cooler climates. This trend has gained momentum as heatwaves and prolonged periods of high temperatures have become more common in traditionally warm regions like Southern Europe. Travellers, seeking respite from the scorching heat, are now turning their attention to cooler, more temperate regions.
Insights from Recent Research
The trend towards coolcation is also supported by research. In the report “Regional impact of climate change on European tourism demand”, Matei et al. (2023) provide valuable insights into how climate change is reshaping tourism dynamics across Europe. Their study examines the potential impact of climate change on tourism demand in European regions up to the year 2100, using data from 269 European regions over a 20-year monthly timespan.
According to the report, climate conditions significantly affect tourism demand, with coastal regions being the most impacted areas. Here, it is anticipated that coastal regions will see significant increases (>+5 per cent) in demand, specifically during the summer and autumn months (Ibid.). The study reveals a clear north-south pattern in tourism demand changes, with northern regions benefiting from climate change in terms of tourism, while southern regions are facing significant reductions in tourism demand. This pattern becomes more pronounced for higher warming scenarios.
Climate Change and Tourism Demand
The research indicates that under future climate change scenarios, traditionally warm destinations in Southern Europe are projected to experience a considerable drop in demand. For instance, in a 4°C warming scenario, regions such as the Greek Ionian Islands could see a decrease in tourism demand by up to 9 per cent. Conversely, cooler regions in Northern and Central Europe could see an increase in tourism demand. West Wales in the UK, for example, is expected to experience a growth of nearly 16 per cent in tourism under the same warming scenario.
Seasonality Patterns
Another interesting aspect of these potential changes is the projected change in seasonality patterns. With increasing temperatures, the attractiveness of summer holidays in warmer climates is expected to decline, while shoulder and winter seasons may see a rise in tourism demand. Northern European coastal regions, for instance, are anticipated to have significant increases in demand during the summer and early autumn months. This could potentially pave the way for less overtourism and crowded destinations, if travellers start changing their travel habits and make use of several seasons for longer stays, instead of using most of their leisure travel time in July and August. On the contrary, if travellers merely flock to Northern destinations, the issues seen in some destinations might just relocate, negatively impacting Northern destinations. This, however, remains to be seen.
Even though it is difficult to predict the exact scenario, it calls for destinations to be aware of a possible shift and to plan accordingly, to ensure sustainable tourism development in the decades to come.
The Future of Coolcation
As climate change continues to influence global weather patterns, the coolcation trend is likely to become more prominent. Travellers are not only seeking cooler climates for comfort but are also becoming more environmentally conscious, preferring destinations that offer sustainable and eco-friendly options.
Therefore, coolcation may be more than just a passing trend; it is a reflection of the broader impacts of climate change on tourism preferences. As travellers continue to seek cooler climates, regions that can offer both comfort and sustainability will likely be the new hotspots in the tourism landscape.
References
• Matei, N.A., García-León, D., Dosio, A., Batista e Silva, F., Ribeiro Barranco, R., Císcar Martínez, J.C. (2023). Regional impact of climate change on European tourism demand. Publications Office of the European Union, Luxembourg. doi:10.2760/899611
