#Coolcations

Hot summers turning the world into a furnace are driving travelers toward a frosty antidote: cool climates. In Norway, families hiking to a Geiranger waterfall one sweltering July day discovered a paradox of modern travel. The heat outside and the crush of cruise ships and buses along narrow fjord lanes replaced the sense of serene wilderness with the blunt reality of crowding. The trend has a name in travel circles—coolcations—a portmanteau born from seeking relief from heat while chasing nature. In Europe’s cooler corners, the phenomenon is reshaping tourism strategies, environmental pressures, and the very meaning of sustainable travel. For Norwegians, this moment is less about a marketing slogan and more about a public balance between economic benefit and ecological stewardship. It’s a story that Thai readers will recognize in other forms: how to grow a thriving tourism sector without hollowing out the experiences or the places that people travel to.

A dramatic shift in global travel patterns is reshaping the tourism industry as extreme heat and wildfires drive millions of travelers to seek cooler, quieter destinations during traditionally peak summer months. This “coolcation” movement represents more than a temporary trend—it signals a fundamental transformation in how climate change is altering tourist behavior and destination competitiveness worldwide, creating unprecedented opportunities for Thailand to diversify its tourism strategy while addressing climate adaptation challenges.

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)

A global shift in travel behavior is reshaping the industry as extreme heat and wildfires push travelers toward cooler, quieter destinations during peak summer. This growing “coolcation” trend signals a lasting change in how climate change affects destination appeal, creating a strategic opportunity for Thailand to diversify its tourism portfolio while enhancing climate resilience.

Thailand’s tourism sector, which welcomes tens of millions of international visitors each year, stands to gain from this transformation. By adapting to climate-driven demand, the country can promote sustainable, year-round tourism that supports communities and reduces vulnerability to climate shocks.