An increasing demand for cooler travel destinations is predicted by industry leaders.
- The Nordic and Baltic regions are becoming popular due to high southern Mediterranean temperatures.
- Experts caution that tourism growth in these areas requires careful planning to avoid negative impacts.
- Generational preferences and economic factors, such as currency rates, contribute to this trend.
- Efforts are underway to promote tourism during less popular travel seasons.
The evolving trend of travellers seeking destinations with cooler temperatures has been acknowledged by various industry experts. Andy Fairburn, a director at the Nordic Tourism Collective, highlights that elevated temperatures in the southern Mediterranean have driven tourists towards Nordic and Baltic regions. This shift presents new opportunities for both tour operators and less traditionally visited destinations.
However, Fairburn warns about the complexity of increasing tourism in these regions, emphasising the necessity of strategic planning to prevent potential problems. He insists that communication about these developments must be handled delicately, avoiding simplistic statements that could mislead travellers or misrepresent climate change impacts.
Part of this growing interest in cooler climates can be attributed to generational trends. Jane McFadzean from Trip.com notes that younger travellers, particularly Generation Z, are increasingly attracted to Northern European destinations due to their wellness activities and affordability, influenced by the current low valuation of the Norwegian Krone.
Additionally, Claire Hanney from The Travel Corporation observes a rise in interest for travel during the shoulder seasons, such as April and October. This interest is not just about escaping the heat but also about experiencing natural phenomena like the Northern Lights and pursuing active, nature-oriented travel experiences.
At the recent ‘A World for Travel’ conference, all panellists, including McFadzean and Hanney, stressed the importance of extending travel seasons and incorporating sustainable travel options into planning. Integrating AI in itinerary planning and promoting sustainable practices are part of this future-focused approach to tourism.
The travel industry’s focus on cooler destinations reflects a significant shift towards sustainability and strategic seasonal planning.
