Stat: Coolcations are on the rise for summer 2024

Global – In a new report Virtuoso, the travel industry’s insiders’ club, highlights that Scandinavia and other cool destinations are top of mind for summer 2024 holiday-makers wanting to escape crowds and hot temperatures. 

Iceland and Sweden are experiencing a surge in bookings (49% and 47% respectively), while other cool-weather havens such as the Netherlands (up 33%), Norway (16%) and Ireland (13%) are also experiencing increased interest.

The report uncovers the top destinations and trends for summer 2024 based on insights from more than £49.7bn ($63.6bn, €58.7bn) in travel transactions. Cruising is set to dominate tourism in 2024–25, with premium ocean trips leading the category. ‘Millennials and Gen Z are significantly influencing the industry,’ notes Virtuoso, with younger travellers prioritising environmental responsibility and social impact activities. 

In our analysis of How Climate Change is Re-routing Travel, we analysed how players in the sector must adapt accordingly, or they’ll find themselves left behind in the heat.