For waterlogged Scots yearning for a sunshine boost, this summer’s rain, grey skies, howling wind and chilly temperatures may well have prompted a dash to the travel agent.
But elsewhere, Scotland’s less than scorching climate is increasingly being seen as a plus point for visitors seeking to chill out in cooler climes.
Dubbed the ‘coolcation’, travel experts say they are seeing signs of rising demand among international tourists for alternatives to the blistering heat of southern Europe.
Rather than sizzle under clear blue skies and in rising temperatures – perhaps precisely the blissful escape many storm-lashed Scots are dreaming of right now – they’re turning their sights to northern destinations in the hope of cooling down.
Much of the focus for the trend so far has been on Sweden, Denmark and Norway. It’s led to some flight operators, among them Air France and KLM, announcing extra services for Scandinavian destinations, while Norwegian Air has added ten new routes between northern Norway and European cities.
International arrivals to Norway, Ireland and Sweden are said to be all up by more than 10 percent. The boom in visitor numbers to some Swedish destinations has been so high, that it’s even sparked complaints of too many tourists.
With demand growing, Scotland’s potential for a ‘coolcation’ is also being highlighted by international travel guides and tour companies, which are now actively promoting the idea and including Scotland in their 2025 portfolios.
That, alongside this summer’s dire temperatures, could see Scotland become a prime destination for travellers seeking alternatives to the extreme heat of the typical Mediterranean summer hotspots of Spain, Greece and Italy.
According to national tourism agency VisitScotland, the ‘coolcation’ trend is an extension of recent rising demand from travellers looking for more affordable rates and availability outside the height Scotland’s summer season.
That has seen more tourists taking trips earlier and later in the traditional holiday season, with tour operators scheduling and promoting Scotland at quieter times of the year.
However, it is said to be aware of increasing examples of travellers actively seeking out destinations as an escape from the heat of southern Europe and other places round the globe.
The ‘coolcation’ trend has been picked up in the United States of America, where travel publications and tour agents have reported rising numbers of travellers opting to visit Northern Europe and referencing Scotland and Ireland as potential destinations.
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While in Germany, Scottish trips have been included in new tour operator programmes that are said to highlight the cooler north. One tour operator, Thurgau Travel, is actively promoting the ‘coolcations’ idea and has added a new Scotland river tour to their 2025 portfolio.
Glossy magazines there have also focused on the trend with one listing Scotland among four key destinations for travellers looking to cool down.
International travel website Timeout.com has listed Scotland as the world’s number two coolcation destination, behind Norway and ahead of the Swiss Alps and Iceland.
“Scots may grumble about the cold, wet weather during the winter, but in August, Scotland is the perfect oasis away from southern Europe,” it writes.
It highlights the benefits of the cooler climate for visiting Edinburgh during festival season and adds: “Outdoorsier types can head north and get a boat to one of the Scottish Hebrides, where they’ll find some of the most unspoiled beaches in the UK, or go hiking in the Highlands.”
The wave of interest for cooler destinations grown in the wake of rising summer temperatures and heatwaves in southern European destinations such as Spain and Greece in recent years.
Scorching temperatures in Greece have placed it top of Europe’s list of deadliest places for heat deaths, with firefighters currently battling wildfires on the outskirts of Athens and warnings to holidaymakers to stay indoors.
Temperatures there and in Spain and Portugal have all risen to around 40°C in recent days, leading to water shortages and restrictions in some holiday areas including Majorca, wildfires fuelled by high winds and evacuations.
The high temperatures are also said to have left tourists unable to visit certain attractions: Greece authorities closed some sites, including the Acropolis, as summer temperatures rose above 40 °C (104 degrees Fahrenheit).
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Those temperatures have been much less of an issue in Scotland this summer, where Storm Lillian is just the latest of a series of wild weather events that have washed out what should be peak holiday season.
In Stornoway and the Northern Isles, summer temperatures have failed to rise above 20°C so far this year, with central belt temperatures struggled to exceed the 25°C peak hit in May.
The woeful temperatures compare to last year’s summer peak of 29°C, and 2018, when Scotland baked in temperatures that hit 32°C.
While the cool temperatures have been accompanied by wind and rain, with flood warnings for some areas leaving summer holiday at home plans washed out.
Some, however, have reaped the benefits of the poor summer: travel firm Barrhead Travel has recorded a record-breaking season, with double digit growth for summer departures so far compared to last year’s record figures.
A VisitScotland spokesperson said: “Famously known as a destination where you can experience four seasons in a day, we know from our own visitor surveys that the weather isn’t the deciding factor for people choosing Scotland for a trip.
"Instead, visitors are drawn to us for a number of reasons including scenery and landscapes, history and culture, people and food and drink. However, our work with tour operators is showing that some international travellers, particularly from the North American market, are seeking European destinations with a cooler climate.
“People are choosing Scotland for the unique experiences they can enjoy here, and the cooler climate is seen as an added bonus.
“This is also impacting when they travel. A key part of our marketing strategy is extending the visitor season by encouraging visitors and tour operators to see Scotland as a year-round destination.
“We are now seeing that, coupled with the interest in a cooler destination, there is a burgeoning trend from North American bookings moving away from the peak summer season to spring or autumn.”
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