Coolcation trend heats up as travellers flee rising temperatures

As global temperatures continue to rise, a new travel trend is gaining momentum: “coolcation”, or holidays designed to escape extreme heat.

The trend reflects changing travel behaviour as tourists move away from sun-soaked beach breaks and seek cooler destinations with more comfortable weather and outdoor activities.

The shift comes amid intensifying global warming. Over the past 50 years, the average global surface temperature has risen faster than during any other 50-year period in at least 2,000 years, especially since 1970. According to the Copernicus Climate Change Service, February 2026 ranked as the fifth-hottest February on record.

Experts expect temperatures to keep rising in line with worsening climate change, prompting more travellers to look for destinations where they can avoid heat, crowds and uncomfortable weather.

To mark Earth Day, Trip.com Group said searches for coolcation destinations have risen 74% since the start of this year compared with the same period last year.

The trend is expected to grow further during the summer travel season. Between June and August last year, searches for coolcation destinations surged 237% compared with the same period in 2024.

Trip.com’s travel community platform, Trip Moments, also recorded a 15.4% year-on-year increase in content about cool-weather summer destinations and “heat escape” travel tips.

Popular keywords included “escape the heat”, “summer escape” and “cool-weather summer destinations”, showing that travellers are increasingly looking for less crowded places with more pleasant weather.

Coolcation destinations on the rise

As climate change reshapes travel preferences, cooler destinations are drawing stronger interest from global travellers, especially during summer.

In Europe, flight searches to Iceland, Norway, Slovenia, Switzerland and Wales have risen clearly compared with the same period last year.

Iceland, where the average summer temperature is around 11C, has seen popularity increase by 85% year on year.

Tours in Iceland and Norway are also attracting more attention, as travellers seek cold-weather activities such as sea fishing, fjord cruises and glacier hiking.

A similar trend is emerging in Asia, where cool-weather destinations such as Inner Mongolia, Sapporo and Yunnan are gaining popularity.

Yunnan, with average summer temperatures of around 23C to 25C, is drawing interest for its scenery, mountains and cool climate. Flight searches to Kunming, Yunnan’s largest city, rose 44% year on year.

Package tours covering Kunming, Lijiang, Shangri-La and nearby natural attractions are also becoming more popular.

Coolcation and sustainable travel

Beyond escaping the heat, coolcation also reflects growing interest in more environmentally responsible travel.

Research shows that 47% of travellers place importance on protecting the environment, while 38% value the preservation of cultural heritage.

To mark Earth Day, travellers are being encouraged to reduce their carbon footprint and support local communities by making more responsible choices.

Responsible travel tips from WWF

Destinations

Travel less often but stay longer. Avoid overcrowded tourist spots where possible, and consider staying in one base while taking day trips to reduce unnecessary movement.

Transport

Choose lower-carbon transport such as trains or buses. If travelling by car, share the journey with others. For flights, choose direct routes, newer fuel-efficient aircraft and pack lighter luggage.

Accommodation

Book accommodation with sustainable travel options or independent certification, such as Global Sustainable Tourism Council certification or B Corp recognition.

Community and culture

Learn about the history, culture, customs and etiquette of your destination before travelling. This includes appropriate dress, religious practices and local laws.