Coolcations: 'They used to joke about our weather - now they can't wait for the rain'
Tourists are increasingly visiting Scotland to escape record-breaking heatwaves in Europe and Southern England, a trend dubbed 'coolcations.' Local businesses are capitalizing on this by marketing Scotland's cooler, rainy climate as a primary travel destination.
Why it matters
This shift reflects the broader impact of climate change on global tourism patterns and consumer behavior.
Image caption, Esther and Nick Cochrane have spotted the business opportunity in promoting Scotland's cooler climate
Scotland correspondent , Reporting from Glencoe Published 19 August 2026 Updated 4 hours ago It's a beautiful day on a sea loch near Glencoe with light winds and calm waters.
The seals are out but they are not basking in the sunshine and neither are the holidaymakers who've come to kayak on Loch Leven's placid surface.
While much of Europe and large parts of England and Wales have sweltered in record-breaking heat this summer, the weather here is overcast and relatively cool.
But for an increasing number of tourists that is part of the attraction - they are heading to Scotland not to sunbathe but to seek respite from the heat on what have become known as "coolcations".
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