As global heatwaves push summer travellers to reconsider their go-to getaways, coolcations are on the rise. Choosing milder destinations over blazing heat, more travellers are seeking out temperate escapes, with the Nordics fast emerging as a frontrunner for summer 2025.

According to luxury travel network Virtuoso, interest in cooler destinations continues to climb, driven by a surge in demand for outdoor adventure, climate-conscious travel, and wellness-focused getaways.

The Nordics in particular have seen a 263% year-over-year increase in bookings for summer 2025. The shift is reinforced by Booking.com’s “Nine Predictions for Travel in 2025,” which notes that 42% of global travellers now prefer cooler destinations, and 54% plan to increase evening activities to avoid daytime heat.

With its mild temperatures, endless daylight, and abundant outdoor activities in uncrowded landscapes, Visit Sweden says the destination clearly fits the bill.

With pristine nature, sustainable experiences, and temperatures rarely breaching the 25°C mark, Sweden offers an appealing mix of calm and adventure. The country’s varied landscapes – stretching from sunlit archipelagos to Arctic tundra – are a playground for hikers, cyclists, kayakers and culture-seekers alike.

In 2024, the Bloom Consulting Google Demand 2024 report shows a 35% increase in Sweden-related searches from North America users – the sharpest growth among all international markets, including a notable uptick in flight queries and travel planning during the spring and early summer months.

What’s driving the interest? Findings from Visit Sweden’s 2024 study reveal that:

• 88% of travellers find Sweden appealing
• 38% are considering a first-time visit
• 50% are planning to return

Top reasons include:

• Nature: Midnight Sun, Northern Lights, islands and archipelagos, forests and mountains offer prime conditions for hiking, kayaking, and wildlife spotting
• Culture & heritage: From Viking history and medieval towns to world-class museums and design culture
• Culinary curiosity: Seasonal, local, and foraged flavours
• Comfort: A cool climate that supports active adventures all day long

Highlights from Sweden’s ‘Coolcation Playbook’

• Cycle the Göta Canal Trail, named European Cycle Route of the Year 2025 by Dutch Cycling Platform (Fiets en Wandelbeurs).
• Join a cattle drive in Jämtland-Härjedalen at Trumvallen Horse Ranch, offering horseback experiences tied to traditional mountain farming.
• Snorkel Sweden’s first marine national park, Kosterhavet, following a marked underwater trail through rich marine biodiversity.
• Climb Via Ferrata at Skuleberget in the High Coast UNESCO World Heritage Site – one of several locations offering fixed-cable climbs.
• Hike Sweden’s mountain trails, from classic long-distance routes like The King’s Trail (Kungsleden) to short scenic walks above the treeline. Fresh air, vast views and a cool climate make it easy to stay active all day.
• Hike with huskies in summer with operators like Explore the North, Yellow Snow Husky Tours, and Spruce Island Husky.
• Descend into history at the UNESCO-listed Falu Mine, Sala Silver Mine, or the Adventure Mine in Borlänge (complete with underground sauna).
• Cast a line in salmon-rich rivers like Klarälven and Torne River – the latter being Europe’s last unregulated salmon river (Swedish Board of Agriculture).
• Island-hop across 260,000 islands, from the Stockholm Archipelago to the Bohuslän coast, the most in any country (Statistics Sweden).
• Forest bathe in any of Sweden’s 30 national parks and thousands of nature reserves – part of a national focus on outdoor wellbeing.
• Spot moose at parks and go on safari in Eriksberg Nature Reserve, one of Northern Europe’s largest wildlife parks.
• Sea kayak in calm waters along Sweden’s west coast or Stockholm’s island-dotted bays, ideal for beginners and pros alike.
• Chase waterfalls like Tännforsen and Njupeskär, the latter located in Fulufjället National Park.
• Experience the Midnight Sun in Sweden’s Arctic north, where activities stretch around the clock in places like Riksgränsen and Kebnekaise.

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