Pippa Bailey

Rising temperatures, drought and wildfires are making traditional Mediterranean summer destinations less appealing to British travellers. Travel data from Booking.com, Trivago, Sixt and Hyatt indicates growing demand for cooler Scandinavian holidays, a trend often called “coolcation” tourism. The shift is presented positively, with Scandinavia’s outdoor summer culture highlighted through the Nordic term “utepils” for a first beer enjoyed outdoors.