European holidaymakers are increasingly shifting their travel preferences toward "coolcations," a trend defined by choosing vacation destinations with cooler climates to escape rising temperatures. This shift in travel behavior has been developing over recent years and has seen a significant increase in popularity throughout 2026.
The rise of these cooler-climate trips reflects a growing response to the impact of heat waves on traditional summer tourism. As travelers seek relief from extreme weather, the concept has moved from a niche preference to a widespread phenomenon in the European travel market.
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