This summer, travelers are making striking shifts in their holiday plans to beat the heat, with Spanish holidaymakers leading a wave of demand for cooler, milder destinations. Instead of crowding southern beaches or sweltering cities, people are looking north—toward Oviedo, Bilbao, and Rouen—searching for fresh air, temperate breezes, and a new kind of urban break. According to eDreams, Europe’s leading online travel agency, interest in these cities has soared for summer 2025, as climate-conscious travelers choose comfort over convention.
With temperatures rising and extreme weather events on the rise, travel trends have changed radically. A detailed analysis of search data between January and June 2025 reveals that Spanish travelers are intentionally selecting milder summer destinations.
The numbers don’t lie: searches for Rouen in France are up 63% compared to 2024, while Spain’s northern cities Oviedo and Bilbao have seen increases of 25% and 18% respectively. This marks a powerful pivot toward cities where you can wander medieval lanes or sip coffee in leafy plazas without the oppressive scorch of a heatwave.
Rouen: Normandy’s Rising Star for Summer Getaways
At the top of the list is Rouen, the historic capital of Normandy. Long celebrated for its half-timbered houses, Gothic churches, and vibrant cultural calendar, Rouen is proving a surprise summer favorite among Spaniards. eDreams reports that demand from Spain has jumped 63% compared to 2024 and a remarkable 213% compared to 2022. That leap suggests a growing awareness that northern France offers not only beauty and culture but reliable relief from punishing heat. Travelers seem eager to stroll the banks of the Seine or take in the famous cathedral facade painted by Monet, all without breaking a sweat.
Café-lined streets and Gothic architecture in Rouen, France. Photo credit: RossHelen / Shutterstock.com
Rouen’s success is emblematic of a wider trend. Other northern French cities are also seeing a surge, such as Nantes, with a 20% rise versus 2024 (and 63% compared to 2022). Edinburg, too, has grown in appeal, with searches up 9% year-over-year. These urban destinations combine history and culture with the promise of cooler weather, making them compelling alternatives to the usual Mediterranean hotspots. Instead of bracing for a midday siesta to avoid the sun, tourists in Rouen can enjoy full days exploring markets, museums, and cafés, all at a comfortable pace.
Oviedo and Bilbao: Spain’s Cool-Climate Urban Retreats
Back in Spain, it’s the northern cities that are leading the charge. Oviedo, capital of Asturias, stands out with a 25% increase in searches compared to 2024 and an 86% boost compared to 2022. With its green hills, traditional cider houses, and pedestrian-friendly old town, Oviedo is a striking contrast to the dusty, overheated south. Travelers seeking authenticity and gastronomy are increasingly adding it to their itineraries. For many, it’s about rediscovering Spain’s own “green north,” where you can hike in the Picos de Europa in the morning and feast on fresh seafood by evening.
Green hills and city views in Oviedo, Spain. Photo credit: saiko3p / Shutterstock.com
Bilbao, too, continues its evolution from gritty port to cutting-edge cultural destination. Searches for Bilbao are up 18% from 2024 and 70% over the last three years. The city’s combination of industrial heritage and world-class attractions like the Guggenheim Museum make it appealing year-round, but in summer its cooler maritime climate is an added draw. Tourists can expect daytime temperatures that encourage strolling the riverfront or hopping pintxo bars without the need to shelter indoors for air conditioning. Santander (+13% vs 2024) and La Coruña (+11%) show similar growth, confirming that northern Spain is truly stepping into the summer spotlight.
Slovakia and Other Cool-Climate Surprises
It’s not just urban escapes that are benefiting. Entire countries known for mild summer climates are attracting Spanish travelers looking for relief. Slovakia leads this pack with a jaw-dropping 132% increase in searches compared to summer 2024, and an astonishing 279% rise since 2022. This Central European country, with its mix of historic towns, forests, and mountains, offers the promise of cooler nights and active days—ideal for those who want adventure without the risk of heatstroke. It’s quickly moving from niche to mainstream in the Spanish market.
Orava Castle at sunset in Slovakia. Photo Credit: Mazur Travel / Shutterstock.com
Other European destinations are showing robust growth. The Netherlands is up 22% compared to last year, while Lithuania (+20%), Poland (+17%), and Austria (+14%) all show Spaniards are actively swapping heat for moderate summers. Over the past three years, the growth is even more striking: Lithuania is up 149% versus 2022, Poland 175%, and Austria 84%. Clearly, the appetite for cool-climate travel is not a one-year fad, but a realignment of summer strategy that’s likely here to stay.
The Global Perspective: Long-Haul Escapes to Beat the Heat
Interestingly, this shift isn’t confined to Europe. Spanish travelers are looking even farther afield to find respite from the heat. Destinations that experience winter during the Spanish summer, such as Uruguay and Chile, have seen significant jumps in searches—44% and 37% respectively. For those willing to travel long-haul, these destinations promise not only new cultural experiences but the chance to avoid summer altogether. The data suggests that for many travelers, escaping extreme heat is now important enough to justify flying halfway around the world.
This is part of a broader pattern. As eDreams’ data reveals, nearly eight out of ten Spaniards would change their travel plans if they expected extreme weather at their chosen destination. That’s not just hypothetical: 43% of surveyed Spaniards say they have actually wanted or needed to change their travel due to events like heatwaves, storms, or wildfires. Among these travelers, 15% ended up paying extra to change their plans, while 21% benefited from flexible booking policies that let them switch without additional costs. These figures illustrate how vital flexibility has become in the face of an increasingly unpredictable climate.
Changing Travel Habits: Adapting to Extreme Weather
According to eDreams’ survey of 9,000 travelers across Spain, France, Germany, Italy, Portugal, the UK, and the US, 70% of Spaniards have already adjusted their travel behavior in response to extreme weather risks. Around 26% now prefer to travel in shoulder seasons, actively avoiding the worst of summer’s heat. Another 26% plan trips around expected good weather even if it means abandoning traditional peak travel times. A further 18% put greater importance on flexible booking and travel insurance, while another 18% say they choose different destinations altogether to avoid heatwaves, fires, or storms. These numbers reflect a profound cultural shift toward climate-aware travel planning.
Moreover, when asked about willingness to change plans if severe weather is forecast at their chosen destination, 79% of Spaniards said they would consider it. This willingness varies: 43% would accept additional costs to change their plans, while 36% would only do so if it were free or covered under flexible booking policies. This clear demand for flexibility is reshaping the travel industry, pushing companies to offer policies that let customers adapt without penalty when nature doesn’t cooperate.
The Role of Travel Agencies in Supporting This Shift
For travel companies, this change represents both a challenge and an opportunity. eDreams itself is responding with services that make adaptation easier, such as their flexible booking policies and eDreams Prime, a subscription model offering discounts and perks across flights, hotels, car rentals, and insurance. With travelers increasingly prioritizing flexibility, the demand for these kinds of services is likely to grow.
Ultimately, these trends suggest that travel in 2025 is defined by adaptation: to the climate, to the need for flexibility, and to a growing awareness that summer doesn’t have to mean suffering through unbearable heat. Instead, travelers are embracing the chance to explore new regions—whether it’s the green north of Spain, the historic heart of Normandy, or the cool forests of Slovakia. As heatwaves grow more frequent and severe, destinations that promise a cooler, calmer summer may prove to be the real winners in the years to come.
Main Photo credit: Goskova Tatiana / Shutterstock.com