Saw an article about this emerging trend of "coolcations", where tourists now seek cooler climates for summer vacations, particularly in response to global warming. I know we have seen a number of forum posts and stories of the intense and deadly heat in Southern Europe, even with several tourists dying from the heat in Greece earlier this summer. Now Central Europe too is becoming unbearably hot in the summer which may be more of an issue due to a lack of air-conditioning in the region. This leads to a new trend of "coolcations" becoming significant in the Nordic countries, especially Sweden, where I'm currently located. We've had a fairly mild summer and I've noticed a slight uptick of foreign tourist (mainly Germans) even in my region of Västergötland which is more off the beaten path.
Although specific data is not yet available, Sweden's natural attractions, such as its islands and outdoor activities, are becoming a more popular summer destination for non-Nordic tourists. The trend is still in its early stages, but growing interest is evident, with increased Google searches for "coolcation". Here's a quote from the article:
"We do not have these figures. However, after the summer, once we have the guest night statistics, the statistics on flight travel and train traffic, we will be able to see if we have had more travellers from new destinations over and above our focus markets or if our European focus markets have increased by more than expected this summer," he said.
"But we do know which markets most visitors come from: Norway, Denmark, and Germany are the largest, followed by the USA, UK, Finland, NL. The order depends a little on which period you are looking at," he added.
However, if this trend leads to a surge in tourism, Sweden may face challenges similar to those in Norway and Denmark, such as congestion, infrastructure strain, and environmental concerns. In Norway, places like the Lofoten Islands have seen severe traffic congestion and environmental strain from increased tourism.
So is Rick Steve's old rule of going north of the Alps in summer and south of the Alps in the winter obsolete now? Should we now move the line to north of the Baltic in the summer?
Here's the original article: https://www.thelocal.se/20240725/coolcations-is-sweden-becoming-a-magnet-for-tourists-looking-to-escape-the-heat