#Coolcation

On a rare hot July day along a fjord-side village in Geiranger, a United States–bound family clambers through heat and crowds that feel like a swarm of ants. The scene might have seemed paradoxical a decade ago: travelers chasing cooler climates to escape heat, only to collide with the very phenomenon they sought to outrun. In Norway and across northern Europe, this new travel impulse—dubbed “coolcation”—is reshaping tourism in ways that researchers, locals, and policymakers are still learning to balance. The latest questions are not just about who benefits from tourism, but about how to protect fragile landscapes, preserve local life, and ensure that sustainable choices really stick as visitor numbers rise.