European travellers increasingly choose cooler summer destinations as recurring heatwaves drive up temperatures across parts of Europe, leading to a growing interest in “coolcations”—holidays taken in milder climates. Multiple outlets report that some tourists are avoiding traditional Mediterranean beach trips and instead traveling to northern areas in search of lower temperatures. With summer conditions across Europe sometimes reaching close to 40°C (about 100°F), heat is presented as a major factor influencing destination choices. One report quotes a tour guide in southeastern Sweden saying visitors tell him they have escaped the heat in southern parts of Europe. Other coverage notes that the “coolcation” concept has been gaining momentum in recent years and is seen as accelerating, including in 2026. Euronews and other sources also emphasize uncertainty about whether the shift is temporary or evolves into a longer-term change in international tourism patterns. Experts cited across the articles weigh the possibility that travellers’ heat-avoidance behavior could persist, but no outlet reports conclusive evidence that the change has become permanent.