The Coolcation Conundrum: Can Nature Cope with the New Travel Trend?

As heat records continue to be broken, travelers are flocking to cooler destinations in search of relief. However, this trend masks a more complex issue involving individual choices and the long-term sustainability of nature spots.

Georg Sichelschmidt, a tour operator based in Norway, has seen firsthand how climate change is reshaping summer travel. His company, JVB Travel, steers visitors away from sensitive areas like nesting eagle habitats and focuses on well-managed trails that can withstand growing tourist numbers.

Sichelschmidt’s decision highlights the need for collective action to protect nature. Climate change demands more than individual choices; it requires a fundamental shift in how we manage tourism. The travel industry has coined “coolcation” to promote this trend, but what does it really mean? In reality, coolcation is not just about escaping heat – it’s also about navigating the complex web of environmental concerns that come with increased tourist numbers.

According to Daniel Scott, a professor specializing in climate and tourism at Canada’s University of Waterloo, people are thinking about climate change when planning their vacations. However, it’s unclear how widespread this trend is. The OECD’s 2026 tourism trends report paints a worrying picture: longer and more intense heat waves across southern Europe are driving interest in cooler destinations.

This shift raises concerns about the long-term sustainability of fragile ecosystems like those found in Norway’s Lofoten archipelago. With over 807,000 commercial guest nights recorded in 2025 alone, Lofoten is a case study in how rising tourist numbers can impact delicate environments. The archipelago is home to hundreds of bird species, including puffins and reindeer, which are vulnerable during certain times of the year.

Elina Hutton, a tourism researcher at UiT The Arctic University of Norway, tracks visitor numbers using satellite data. She warns that even established trails can be damaged by foot traffic. Sichelschmidt believes tour operators can play a crucial role in reducing environmental harm by promoting well-managed trails and avoiding sensitive areas.

However, it will take collective action from destinations, municipalities, and tourism businesses to manage visitor numbers and protect nature. Norway is already experimenting with ways to do this, including introducing a 3% accommodation tax in communities facing high tourism pressure. This may not reduce visitor numbers but could help fund better infrastructure and trail maintenance. Some countries are also offering ecotourism initiatives that involve visitors in conservation work – an approach that shows promise.

Even “cool” destinations like Norway’s Nordic regions are warming at an alarming rate. As humans continue to burn fossil fuels, the search for reliably cool spots is becoming harder. Daniel Scott shared preliminary findings from an unpublished study examining how heat risk is changing across Euromonitor’s top 100 global city destinations.

Ultimately, it’s not just about promoting tourism or managing visitor numbers – it’s about fundamentally rethinking our relationship with nature. As we continue to break heat records and push ecosystems to the brink, we must recognize that even well-intentioned travel choices can have unintended consequences.

The coolcation trend may seem like a welcome respite from the heat, but behind it lies a more complex story – one that demands our collective attention and action. Even in the coolest of destinations, nature is fragile and requires our care and respect.