Tourists are choosing cooler and quieter trips this year. This trend has grown in response to extreme heat and wildfires in popular summer destinations. The shift changes global travel patterns and affects tourism-dependent economies. (CNBC) (CNBC article)
The rise of “coolcations” means people choose temperate climates. They book trips outside peak summer months. They prefer higher latitudes, mountains and lakes. Travel advisors report that climate fears drive many bookings. (CNBC; Virtuoso) (CNBC article) (Virtuoso press release)
Europe has seen record heat and wildfires this summer. Some places recorded temperatures above 40°C. Heat forced evacuations and temporary closures of beaches and parks. Scientists link these extremes to human-driven climate change. (IPCC) (IPCC AR6 summary)
The European Travel Commission found that travellers now prefer quieter destinations. The ETC reported strong travel intent but more interest in off-the-beaten-track locations. The group said many Europeans will travel between June and November 2025 and choose less crowded spots. (ETC) (ETC report)
Virtuoso surveyed travel advisors and found climate concerns shaping client decisions. The network reported that 79% of advisors say extreme weather affects travel planning. The group also said 55% of advisors see clients choosing off-peak travel due to climate risks. (Virtuoso) (Virtuoso press release)
Industry forecasters call the summer of 2025 a turning point. A travel trend forecaster described the season as evidence that no destination is immune to climate volatility. The prediction suggests long-term change in where and when people travel. (CNBC) (CNBC article)
Tour operators report rising interest in northern and alpine destinations. Iceland, Norway, Switzerland and parts of Poland have seen more bookings. Central European lakes and Slovenia also attracted visitors seeking cooler weather and nature. (CNBC) (CNBC article)
The coolcations trend may ease crowds in Mediterranean hotspots. Less demand could reduce overtourism in cities and coastal resorts. Local economies may feel the change if peak-season income falls sharply. (CNBC) (CNBC article)
Southern European countries rely heavily on summer tourism. Tourism accounted for a large share of GDP in nations such as Greece, Spain and Portugal. A sudden shift away from peak-season travel could hit local jobs and small businesses. (CNBC) (CNBC article)
Northern destinations now face the risk of new overtourism. Hotter summers drive demand to traditionally cooler places. These regions must plan to manage more visitors and protect fragile ecosystems. (CNBC) (CNBC article)
Thailand depends heavily on tourism for jobs and revenue. Thailand welcomed over 35 million international visitors in 2024. The sector generated major tourism receipts that supported hotels, restaurants and transport. (Tourism Authority of Thailand) (TAT news)
Coolcations in Europe do not directly mean fewer visitors to Thailand. Some long-haul travellers will still prefer tropical beaches. Others may shift travel timing or choose different routes. Thailand may need to adjust marketing and service offerings. (CNBC; TAT) (CNBC article) (TAT news)
Thailand can use off-peak strategies to attract coolcation-style travellers. The country has cooler highland areas in the north. Chiang Mai, Chiang Rai and Doi Inthanon offer milder temperatures and nature tourism. These places match the active-nature interests of many coolcation travellers. (local tourism data)
Thai islands offer shoulder-season advantages too. Many islands have pleasant weather outside July and August. Hotels can promote quieter months for beach stays and wellness retreats. Tour operators can create packages for spring and autumn travel. (industry trends)
Thai tourism stakeholders can promote high-altitude and forested areas. These locations offer cooler weather and outdoor activities. They also align with growing demand for nature-based and authentic experiences. (CNBC) (CNBC article)
Thailand must also plan for climate impacts at home. The country now faces hotter and more erratic weather. Heatwaves can harm local communities and strain health services. (IPCC) (IPCC AR6 summary)
Public health readiness matters for tourism resilience. Hospitals and clinics must prepare for heat-related illnesses. They must ensure ambulance access and shaded waiting areas near tourist hubs. Local public health departments need heat action plans. (public health best practice)
Hotels and resorts need climate-adaptive designs. They should increase shaded public spaces and improve natural cooling. They should train staff to recognize heatstroke and dehydration. These measures protect both visitors and staff. (industry guidance)
Transport hubs must adapt to heat and wildfire risks. Airports and ports must maintain contingency plans. Hotels and tour operators must coordinate evacuation routes. These steps will reduce disruption during extreme events. (CNBC) (CNBC article)
Local governments can diversify seasonal tourism offerings. They can promote festivals in shoulder months. They can highlight cultural experiences that work outside peak heat times. This approach spreads visitor flows across the year. (tourism policy idea)
Tourism businesses should work with community leaders. They should design offers that respect local culture and traditions. They should create income opportunities for families during quieter seasons. This plan supports Thailand’s family-oriented social values. (cultural context)
Thailand’s Buddhist values can support responsible tourism. Respect for the local way of life remains a strong selling point. Visitors who seek quiet, meaningful travel may value cultural mindfulness. Tourism operators can package cultural immersion with eco-friendly options. (cultural strategy)
Training in climate-aware hospitality can help the workforce adapt. Hospitality schools and vocational programs must include climate resilience modules. Workers must learn first aid for heat trauma and wildfire safety. Educators must update curricula quickly. (education recommendation)
Universities and training centers can partner with industry. They can run short courses for hotel managers and tour guides. These courses can cover emergency planning and visitor safety. The partnerships can boost real-world skills among graduates. (education action)
Local tour guides can become climate-smart ambassadors. They can advise tourists on safe hiking times and weather alerts. They can help visitors choose cooler parts of national parks. Guides can also promote less-visited trails to ease crowding. (practical action)
Thailand can market itself as a year-round destination. The country can highlight winter months in the northern highlands. It can promote early-spring island trips. This strategy can attract guests seeking cooler weather or quieter travel. (marketing approach)
Data-driven marketing can target the coolcation audience. Travel platforms can segment by interest in hiking, lakes and cooler climates. They can highlight accommodations with natural cooling features. This precise targeting can increase off-peak bookings. (marketing tactic)
The government can support small businesses affected by season shifts. Grants or low-cost loans can help adapt services for shoulder seasons. Training vouchers can help small hoteliers invest in climate resilience. These policies protect local livelihoods. (policy proposal)
Thailand must monitor changes in source markets. European demand patterns may change with climate shifts. Thailand should track search and booking trends in the UK, Germany and Scandinavia. This monitoring helps align offers to new traveller preferences. (data action)
Airlines and connectivity will shape Thailand’s response. Flight schedules may adjust to new seasonal demand. Airports should coordinate with tour operators on off-peak capacity. This alignment helps maintain accessibility during shoulder months. (transport coordination)
Eco-tourism can play a bigger role in the coolcation era. Thailand’s national parks and lakes can draw visitors who seek nature escapes. Official park authorities can manage visitor numbers to protect ecosystems. They can also offer guided, low-impact experiences. (conservation link)
Local communities need a voice in tourism planning. They must help set visitor limits and rules for sensitive areas. Community-led tourism can keep benefits local. This approach matches Thailand’s traditions of communal responsibility. (community strategy)
The private sector must invest in sustainable infrastructure. Solar shading, water-saving landscaping and tree planting can cool urban spaces. Resorts can add green corridors to limit wildfire spread. These investments lower heat risks. (infrastructure idea)
Tourism boards can promote wellness tourism outside peak heat. Spa, meditation and herbal therapy appeals suit Thailand’s brand. They also match the coolcation preference for quieter, restorative travel. Target markets include wellness seekers from Europe and East Asia. (product idea)
Thailand can learn from European adaptation plans. Mediterranean countries now plan heat-adaptive public spaces and wildfire prevention corridors. Thai planners can adopt similar concepts tailored to local ecology. This transfer reduces trial-and-error costs. (international learning) (CNBC article)
Digital travel advisors show clear climate-driven preferences. Luxury networks report that most advisors see climate impacts on planning. Thai industry players should brief agents on cooler-region offers in Thailand. Clear information helps advisors sell Thai off-peak packages. (Virtuoso) (Virtuoso press release)
Consumer safety messaging must improve. Authorities should publish seasonal travel advice on heat and air quality. They should also issue clear guidance on fire risk areas. Simple, timely alerts reduce health risks and reputational harm. (public safety)
Hotels can adopt simple guest-facing measures now. They can offer free water stations and shaded outdoor dining. They can list local emergency contacts and clean-air rooms. Small steps can improve guest safety and satisfaction. (hotel practice)
Health systems must update surge plans for heat. Hospitals should track heat-related admissions during hot spells. Clinics near tourist hubs must stock rehydration supplies and cooling gear. This planning saves lives and preserves tourist confidence. (health system)
Local businesses can cross-sell coolcation-friendly experiences. Resorts can partner with local farms for morning hikes and lake trips. Restaurants can offer seasonal cooling menus with local fruits and herbal drinks. These offers appeal to climate-aware travellers. (business idea)
Payment and cancellation policies should reflect climate risks. Tourists may cancel due to wildfires or storms. Flexible booking and clear refund rules build consumer trust. Travel firms that adapt policies can gain market share. (consumer trust)
Tourism agencies must measure success beyond arrivals. They should track revenue per visitor and off-peak occupancy. They should measure environmental impact per trip. These metrics help plan sustainable, long-term growth. (measurement)
Thailand’s domestic travellers also show interest in quieter trips. Local tourists often seek cooler highlands during Thai summers. Promoting domestic off-peak options can reduce pressure on international arrivals. This shift aids community resilience. (domestic tourism)
Local cultural calendars can spread visitation. Authorities can create festivals in May-June and September-October. These events can highlight regional crafts, food and temple fairs. They can also help move demand away from hot months. (cultural policy)
Private investors can finance climate-smart resorts in the highlands. These projects can use green construction and passive cooling. They can also partner with local communities for authentic experiences. Investors can secure returns by owning year-round assets. (investment angle)
The tourism sector must avoid greenwashing. Operators must measure and report real environmental actions. Transparent reporting builds trust with climate-conscious travellers. Certification or third-party audits can help. (transparency)
Tourism education can teach crisis communication. Hoteliers and local officials must know how to inform guests during heat or fire events. Clear and calm communication reduces panic and reputational damage. This training supports Thailand’s respect for authority and social order. (education point)
Hotels can support local health by offering staff cooling breaks. Employers should adjust shift patterns in hot months. They should provide shade and fluids to outdoor workers. These measures protect worker health and maintain service quality. (labour practice)
Tourism can support conservation funding. Entrance fees and voluntary levies can fund national park resilience. Tourists often accept small fees for protected areas. Thailand can use these funds for firefighting capacity and habitat restoration. (funding model)
Regional cooperation matters for cross-border travel flows. Thailand can coordinate with neighbours on seasonal promotion. Joint marketing can create multi-destination itineraries that match coolcation timing. This collaboration can boost regional tourism resilience. (regional plan)
Travel insurers must adapt products for climate risks. Policies should clearly define coverage for wildfire and heat disruptions. Insurers that offer tailored products will attract climate-conscious travellers. This innovation supports market stability. (insurance)
Local entrepreneurs can develop cooling-focused services. Examples include shaded tour shuttles and pop-up cooling lounges. Such services can become profitable during hot months. They also raise the safety standard for visitors. (entrepreneurship)
Research institutions should study climate impacts on tourism demand. Universities can model visitor flows under various warming scenarios. They can also test adaptation measures for tourism infrastructure. This evidence will guide policy and investment. (research need)
Policymakers must balance growth with environmental stewardship. They must plan limits where ecosystems face stress. They must also support livelihoods that depend on visitor income. This balance aligns with Thailand’s cultural emphasis on community harmony. (policy balance)
Communities should use cultural storytelling to attract gentle tourism. Temple stays, local handicraft workshops and cooking classes attract thoughtful travellers. These activities provide income and preserve traditions. They also fit the coolcation desire for authentic experiences. (cultural tourism)
Thailand can still win in the coolcation era. The country offers varied climates, rich culture and strong hospitality. With smart adaptation, Thailand can attract travellers seeking cool, quiet and meaningful escapes. (opportunity)
Policymakers, industry and communities must act now. They must invest in climate resilience and health readiness. They must update training and marketing for off-peak seasons. These steps will protect Thailand’s tourism future. (call to action)
Practical recommendations for Thai authorities and businesses follow. First, map cool-season product strengths and market to coolcation audiences. Second, add heat and wildfire contingency planning to all tourism licences. Third, expand vocational training on climate-safe hospitality. Fourth, incentivize green infrastructure and flexible booking. Fifth, create domestic off-peak campaigns for hill and lake destinations. These measures will build resilience and preserve livelihoods. (action list)
Thailand’s cultural values will help this transition. Respect for elders and community cohesion can guide responsible tourism. Monks, local councils and village committees can support low-impact events and visitor education. This cultural alignment makes adaptation socially feasible. (cultural closing)
The coolcations trend reflects a new travel reality. Climate risks now shape where and when people travel. Thailand can adapt and prosper by protecting visitors, staff and natural places. The nation can turn this global shift into a chance to strengthen sustainable, year-round tourism. (final takeaway)