Published on
January 24, 2026
As the demand for cooler destinations grows, Italy has embraced the emerging Coolcation trend, joining Austria, Sweden, Norway, Iceland, Slovenia, and other European countries in boosting tourism across the continent for 2026. Traditionally known for its warm Mediterranean climate, Italy is now rebranding itself to attract tourists seeking mild temperatures during the summer months. This shift reflects a broader trend in Europe, where countries with cooler climates, such as Sweden and Iceland, are seeing increased interest from travelers fleeing the heat of southern Europe. By focusing on wellness, cultural tourism, and natural landscapes, Italy aims to become a key player in this Coolcation movement, offering a refreshing alternative to traditional summer hotspots. With its strategic positioning alongside countries like Austria and Norway, Italy is poised to capture a growing market of travelers seeking serene, cool retreats, making 2026 a year of dynamic tourism growth for Europe.
Italy (Sicily): The Winter Wellness Rebrand
Sicily is embracing the Coolcation trend by rebranding itself as a winter wellness destination. The island, traditionally known for its scorching summer temperatures, is now focusing on attracting tourists during the cooler months. With its thermal springs and gastronomic wellness offerings, Sicily is positioning itself as the perfect destination for cultural tourism and wellness retreats in the off-peak season.
Core Highlights:
Cultural Shift: Gibellina has been named the “Capital of Contemporary Art” to attract tourists during Sicily’s milder winter months.Revenue Growth: Winter income has increased, with typical listings earning between €1,000 to €1,700 per month during off-peak months.Wellness Focus: Sicily’s thermal springs in places like Sciacca and its wellness-driven tourism approach are making it a perfect destination for Coolcations during the winter.
Sicily’s winter transformation into a wellness hub offers a refreshing break from the extreme summer heat, making it an appealing destination for travelers looking for a mild and culturally rich experience.
Austria: The “High-Altitude Calm” Alternative
Austria has embraced the Coolcation trend by positioning its Alps as the ideal escape from Europe’s intense summer heat. The country’s Vision T initiative, which emphasizes mountain tourism and wellness, is drawing tourists seeking relief from the thermal discomfort of lowland regions. The Tyrol region, in particular, has become a key focus for Austria’s Coolcation marketing, offering mountain biking, hiking, and wellness activities in the cool, crisp mountain air.
Core Highlights:
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Targeted Campaign: Austria’s Vision T initiative, with a €1 million marketing budget, focuses on drawing travelers into the cool, serene Austrian Alps.Growth Focus: The Tyrol Tourism Board is capturing travelers from cities like Berlin, appealing to those seeking mountain adventures and wellness escapes.Cool and Active: Austria’s blend of high-altitude tranquility and adventure makes it an appealing option for those looking to cool off in the mountains.
Austria’s strong push toward Coolcation tourism positions it as the perfect destination for those seeking calm and refreshment at higheraltitudes.
Sweden: The “Coolcation” Pioneer—Chilled Summers, Soaring Demand
Sweden has quickly become the face of the Coolcation trend, attracting travelers who seek cooler climates during the summer months. While the country has long been a favorite for winter tourism, its summer season is now seeing the highest growth rates in the Nordics. This shift is driven by the rising desire to escape extreme heat, particularly from southern European countries. Sweden’s cooling temperatures, often not exceeding 22°C (72°F), make it an ideal summer destination for those looking to avoid scorching Mediterranean heat.
Core Highlights:
Booking Surge: Flights from Southern Europe (Spain, Italy, France) to northern Swedish hubs like Umeå and Luleå have surged by 50–60% year-on-year.Demand Growth: Rome to Gothenburg saw an extraordinary 507% spike in search activity, showcasing a massive shift in travel preferences.Sweden’s Appeal: From its stunning archipelagos to the vibrant city life, Sweden offers both natural beauty and a refreshing climate that make it the perfect Coolcation destination.
With Sweden now firmly in the lead, its combination of beautiful landscapes and comfortable summer temperatures places it as the ultimate Coolcation hotspot for 2026.
Norway: Fjords, Cool Breezes, and Record-Breaking Summers
Norway is emerging as a major contender in the Coolcation movement, offering stunning landscapes and a refreshing alternative to the sun-soaked southern coasts of Europe. The country’s record-high summer occupancy in places like the Lofoten Islands and Åmot region reflects an increasing number of travelers seeking relief from sweltering southern temperatures. Norway’s unique blend of rugged fjords, cool coastal breezes, and the promise of Arctic immersion has made it the go-to destination for those seeking a serene, cooler escape.
Core Highlights:
Peak Occupancy: Norway is seeing record-high summer occupancy, particularly in the Lofoten Islands and Åmot region.Growth Projections: Travel to Norway is set to grow by 35% by 2026, nearly six times higher than southern European growth rates.Cool and Scenic: Norway’s fjords and Arctic adventures provide a unique combination of cooling temperatures and breathtaking scenery, attracting those who previously favored hotter destinations.
Norway’s rise in the Coolcation trend speaks to its appeal as a top-tier summer destination, combining natural beauty with mild temperatures for the ultimate getaway.
Iceland: The “Refrigerator Retreat” for a Perfect Chill
Iceland is the ultimate Coolcation destination, offering a year-round escape from extreme heat. With temperatures rarely exceeding 13°C (55°F), even in the height of summer, Iceland continues to be a favored choice for those seeking cool weather. Known for its spectacular landscapes, including glaciers, volcanoes, and geothermal hot springs, Iceland attracts travelers who want to experience nature in its most unspoiled, refreshing form. Iceland’s low temperatures and dramatic scenery make it the perfect “refrigerator retreat.”
Core Highlights:
Stable Growth: KeflavĂk Airport projects 2.24 million foreign tourists in 2026, signaling continued high demand for Icelandic tourism.Akureyri’s Popularity: Akureyri remains Iceland’s top Coolcation destination, combining geothermal wellness with refreshing, cool air.Natural Appeal: With its unique blend of geothermal activities and pristine landscapes, Iceland is the ultimate cool retreat for nature lovers and adventure seekers alike.
Iceland’s ability to deliver constant cool temperatures, combined with its otherworldly beauty, makes it a premier destination for those seeking respite from the summer heat.
Slovenia: From Alpine Escape to Wellness Sanctuary
Slovenia has evolved from an Alpine adventure destination to a top Coolcation spot by embracing wellness tourism. The country’s gorgeous mountain landscapes, particularly in Spring and Autumn, are now attracting travelers looking for both adventure and relaxation. Slovenia’s strategic focus on spatial dispersion has helped divert tourists from crowded spots like Lake Bled to thermal regions like Velenje–Topolšica, creating a cooler and more peaceful escape for those seeking tranquility and natural beauty.
Core Highlights:
Record Stays: Slovenia hit a record 17.9 million overnight stays in 2025/2026, with high growth in shoulder seasons like Spring and Autumn.Wellness Focus: Slovenia is becoming known for its thermal wellness experiences, making it a prime destination for relaxation and rejuvenation.Strategic Promotion: The government’s focus on pushing tourism away from overcrowded areas has made Slovenia a perfect Coolcation choice.
Slovenia’s combination of stunning natural beauty, cooler weather, and wellness tourism has made it a perfect choice for travelers looking to unwind and escape the summer heat.
European Coolcation: The Rising Trend for Summer Getaways
The Coolcation trend has emerged as a popular choice for European travelers seeking relief from the scorching summer heat. Countries like Italy, Austria, Sweden, Norway, Iceland, and Slovenia have tapped into this growing demand, positioning themselves as ideal cool-weather destinations. These countries offer travelers mild temperatures, stunning natural landscapes, and wellness-focused retreats that are perfect for those wanting to escape the extreme heat of southern Europe. From the serene Alps in Austria to the crisp, refreshing air of Sweden’s summer landscapes, these destinations provide a peaceful and invigorating experience. With more travelers looking for destinations that combine cooler climates with adventure and relaxation, the Coolcation trend is set to shape the future of European tourism, offering an alternative to traditional hot-weather vacations. As 2026 approaches, this trend is expected to grow, bringing new opportunities for both travelers and tourism-dependent economies across Europe.RegionProjected Visitor GrowthPeak Temp GoalNordic Countries+35%15°C – 22°CSouthern Europe+6% – 10%< 30°C (Off-peak focus)Alpine Regions+15% (Sept/Oct)18°C – 24°C
Italy is joining Austria, Sweden, Norway, Iceland, Slovenia, and other countries in boosting tourism growth across Europe in 2026 by emerging as a Coolcation destination. With its mild climate and wellness offerings, Italy is attracting travelers seeking cooler getaways.
Conclusion
Italy’s inclusion alongside Austria, Sweden, Norway, Iceland, Slovenia, and other countries marks a significant shift in European tourism for 2026. By embracing the Coolcation trend, Italy is tapping into a growing demand for cooler, more serene travel experiences. This strategic move not only boosts tourism growth across Europe but also positions Italy as a top destination for travelers seeking wellness, natural beauty, and mild climates during the summer months. As more countries join this trend, 2026 promises to be a year of innovative tourism that appeals to those looking for a refreshing getaway. Italy’s evolution into a Coolcation destination highlights its adaptability and commitment to meeting changing traveler preferences, making it a key player in Europe’s tourism growth.
