The end of August finds me hiking in Gstaad, Switzerland, the faint chime of cowbells echoing in the cool mountain air. This time of year, I’d usually be on a Mediterranean beach, but 2024’s record-breaking heat waves have shifted the global landscape—and summer vacations. July saw three of the hottest days ever recorded worldwide. These scorching temperatures, particularly in Southern Europe, have fueled the rise of ‘coolcations,’ a trend of seeking destinations offering respite from the stifling heat.
Misty Belles, Vice President of Global Public Relations at travel agency network Virtuoso, explains, “While weather has always influenced travel—winter storms during the holidays, hurricanes in the summer—the heatwave in Europe last summer, followed by wildfires in Greece and Maui, had a profound impact.” Italy and Greece, perennial favorites, are seeing a shift in travel timing, with some travelers abandoning them entirely. Virtuoso witnessed a staggering 44% increase in travel to cooler destinations like Canada, Finland, and Iceland during June, July, and August, while warmer destinations saw a slight 0.5% decrease.
Gstaad, nestled in the Swiss Alps, long a haven for the international jet-set, sees its population swell from 8,000 to 20,000 during ski season. However, the past three years have seen summer become equally popular. Cool mornings, followed by mid-70s temperatures and crisp evenings, create ideal conditions for hiking to alpine dairy farms, sparkling lakes, and breathtaking viewpoints overlooking verdant slopes dotted with wooden chalets. Late summer also offers a deeper dive into the well-preserved culture of the Bernese Oberland region. Stick around for the end of August and witness the annual Gstaad Züglete tradition, where farmers lead their cows, adorned with flowers and artisan-crafted bells, down from the mountains into the five valleys. And with multiple glaciers, including Glacier 3000, home to the world’s first suspension bridge connecting two mountain peaks, cooling down is simply a matter of heading uphill.
However, with glaciers shrinking at an alarming rate, responsible travel choices are more crucial than ever. Embracing train travel and choosing eco-minded hotels are key steps. The Alpina Gstaad, a 56-room luxury boutique hotel perched on a hill overlooking the Gstaad village, is a prime example of sustainability intertwined with luxury. As the first in Switzerland to receive a Gold certification from the sustainability benchmarking group EarthCheck, it boasts interiors clad with reclaimed barn wood and local stone, a lavish Six Senses Spa, and plastic-free amenities, including cozy felt slippers guests are encouraged to take home.
Coolcations don’t necessarily mean abandoning the beach completely. Scandinavian destinations near water, like Skåne in southern Sweden—boasting nearly 250 miles of coastline, long sunny days, and ample swimming opportunities—have reported an increase in overnight stays. Meanwhile, the Danish Riviera is experiencing a surge in popularity, with towns like Tisvilde showcasing revitalized seaside hotels and restaurants.
Vancouver Island in British Columbia, Canada, with its average summer temperature of 70 degrees, offers coolcation experiences that connect travelers with the wild splendor of the Pacific Ocean, mountains, and old-growth rainforests. Visitors can embark on carbon-neutral orca whale-watching excursions in Victoria with the Prince of Whales or immerse themselves in a glamping adventure at Clayoquot Wilderness Lodge near Tofino. This lodge boasts 25 tented suites, a restaurant, and a spa almost entirely powered by solar energy—no air conditioning needed.
In a world increasingly characterized by sweltering destinations, coolcations are likely to become even more popular in 2025 and beyond. With more travelers recognizing the importance of protecting the world’s icy corners, there’s a greater opportunity to preserve the wonders we have left.
