'They're just glad it's not too hot': Scottish Highlands benefits from 'coolcation' trend
The 'coolcation' trend is driving increased tourism to northern Europe, including the Scottish Highlands, as travelers seek to escape rising temperatures in southern regions. Data shows a significant rise in searches and bookings for cooler destinations.
Why it matters
This shift illustrates how climate change is actively reshaping global tourism patterns and regional economies.
Image source, Anna Holligan Image caption, The Scottish Highlands offer wonderful views and not high temperatures
"People used to come to the Highlands and say, 'it's beautiful – shame about the weather'. Now they're coming for the weather."
James MacLeod, concierge at the Glencoe House Hotel, in the Scottish Highlands, is talking about how he has noticed a big shift in visitors' perceptions.
"They don't seem to care about the midges or the rain anymore," he chuckles. "They're just glad it's not too hot."
Climate change is redrawing Europe's summer tourism map.
Wildfires, droughts and record-breaking heatwaves are making summer months increasingly uncomfortable and unpredictable across southern Europe. By contrast, Scotland and other northern European nations are finding themselves perfectly positioned to offer a "coolcation" escape.
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