Scotland is known for its unpredictable weather, with rain, grey skies, howling wind, and chilly temperatures often dominating the summer months. While this may leave many Scots yearning for a bit of sunshine, international tourists are increasingly viewing Scotland’s cool climate as a refreshing escape from the blistering heat of southern Europe. This emerging trend, dubbed the ‘coolcation’, is gaining traction among travelers seeking a different kind of summer getaway.
International Demand for Cooler Climates
Travel experts have noted a rising demand among international tourists for destinations that offer relief from the scorching heat of traditional summer hotspots like Spain, Greece, and Italy. Countries such as Sweden, Denmark, and Norway have been at the forefront of this trend, attracting visitors looking to cool down amidst Europe’s rising temperatures.
Flight operators like Air France, KLM, and Norwegian Air have responded to this demand by adding extra services to Scandinavian destinations, while international arrivals to Norway, Ireland, and Sweden have seen significant increases. The surge in visitor numbers to certain Swedish locations has even led to concerns about overtourism.
Scotland’s Potential as a ‘Coolcation’ Destination
With the ‘coolcation’ trend gaining momentum, Scotland’s potential as a cool summer destination is being highlighted by international travel guides and tour companies. Scotland is now being actively promoted as a ‘coolcation’ option, with tour operators including the country in their 2025 portfolios.
VisitScotland, the national tourism agency, acknowledges the growing interest in cooler destinations and sees the ‘coolcation’ trend as an extension of the rising demand for more affordable rates and availability outside of Scotland’s peak summer season. Travelers are increasingly opting to visit Scotland earlier or later in the year, taking advantage of quieter times and favorable pricing.
Scotland on the Coolcation Map
The ‘coolcation’ trend has not gone unnoticed in the United States, where travel publications and tour agents are reporting an uptick in travelers choosing Northern Europe for their summer getaways. Scotland and Ireland are being highlighted as potential destinations for those seeking cooler climates and unique experiences.
In Germany, tour operators are incorporating Scottish trips into their programs that emphasize the appeal of northern destinations. Thurgau Travel, for example, has introduced a new Scotland river tour to cater to travelers looking for a ‘coolcation’ experience. Glossy magazines in Germany have also showcased Scotland as one of the top destinations for cooling down during the summer months.
According to international travel website Timeout.com, Scotland is ranked as the world’s second-best ‘coolcation’ destination, following Norway and surpassing popular spots like the Swiss Alps and Iceland. The website praises Scotland’s cooler climate for offering a perfect escape from the scorching temperatures of southern Europe and recommends exploring Edinburgh during festival season or venturing to the Scottish Hebrides for unspoiled beaches and hiking in the Highlands.
Escaping the Heatwaves of Southern Europe
The rise of the ‘coolcation’ trend can be attributed to the increasing prevalence of heatwaves in southern European destinations like Spain and Greece. High temperatures in these regions have led to water shortages, wildfires, and health risks for tourists, prompting travelers to seek out cooler alternatives for their summer vacations.
In contrast to the scorching conditions in southern Europe, Scotland has experienced a relatively mild summer with lower temperatures and frequent rainfall. While this may not be ideal for sunbathers, it has created a unique opportunity for travelers looking to escape the sweltering heat and enjoy a more temperate climate.
Travel firm Barrhead Travel has reported a record-breaking season, with double-digit growth in summer departures compared to previous years. This surge in interest suggests that Scotland’s cool summer appeal is resonating with travelers who are seeking a different kind of holiday experience.
Scotland: A Year-Round Destination
VisitScotland emphasizes that while Scotland’s weather may be unpredictable, it is not the primary factor influencing travelers’ decisions to visit the country. Instead, visitors are drawn to Scotland for its diverse landscapes, rich history, vibrant culture, friendly locals, and renowned food and drink offerings.
The tourism agency’s marketing strategy aims to position Scotland as a year-round destination, encouraging visitors and tour operators to explore the country beyond the peak summer season. This approach aligns with the shifting preferences of North American travelers, who are increasingly opting to visit cooler European destinations during the spring or autumn months.
Overall, Scotland’s emergence as a ‘coolcation’ hotspot reflects a broader trend in the travel industry towards seeking out unique and off-the-beaten-path experiences. As travelers look for alternatives to overcrowded and overheated destinations, Scotland’s cool climate and diverse attractions offer a refreshing change of pace for those seeking a different kind of summer escape.